This required much effort and many dollars in advertising to establish. In other words, the more money you invest in giving meaning to your arbitrary word, the more value it has in the long run. Arbitrary marks are easy to register because the words have no connection to the product. Since apples and computers have no connection, it is a strong, defensible mark that through the years has gained recognition value with consumers. The final category is Fanciful, which naturally is the easiest to register and the hardest to market.
Fanciful marks are coined words that never existed before.
They do not exist in any dictionary and are completely made up. This name has nothing to do with chocolate sandwich cookies, or anything else for that matter, because somebody simply invented the word. The Oreo trademark is so strong it has almost become an icon. Everyone knows what an Oreo is, thanks to decades of advertising and marketing. It's important to assert exclusive ownership in a mark or else it may lose its value.