Information Services Degrees of Strength of a Trademark Traditionally, trademarks have been assessed by varying degrees of strength.
Some marks are more distinctive in distinguishing their goods or services.
A mark is considered stronger, or eligible for greater protection, if it is more distinctive in distinguishing the goods or services with which it is used. This depends, in part, on the mark's relationship with its goods or services. The strength of the mark is determined in part by where it falls within the categories of distinctiveness. Arbitrary and Fanciful Arbitrary and fanciful marks are words or devices that have been invented for the express purpose of being used strictly as trademarks. They do not have a meaning in common with the goods or services.