Some trademarks are entitled to greater protection than others. Coined, arbitrary and suggestive names are generally able to become registered trademarks, provided someone has not already registered a confusingly similar mark for a related product or service. Coined and arbitrary marks are given the strongest protection and are thus the most desirable. Descriptive marks may sometimes be registered, but are afforded less protection. For this reason, descriptive marks are considered weak.
Generic trademarks are the weakest of all they are entitled to little or no protection.