Some famous marks violate the following rules of thumb. Descriptive terms are weak . If one firm could get sole rights to use such terms, others could not sell in those markets. The law does not permit this. Misspelling affords no advantage.
Surnames are weak .
It could take years before consumers see it as something besides the business owner's name. Geographic names are weak . Until the name of a location acquires a new meaning through association, others cannot be stopped from using it on very similar goods or services. It will never be possible to prevent others from using it to indicate items made in that location. Deceptively misdescriptive terms are terrible .