There are limitations to what may serve as a valid trademark. The most obvious one is that no one can trademark a term (or image, smell, etc.) that is “confusingly similar” to a term that another party has already trademarked. The second, and just as important limitation is that no one can trademark a “generic” trademark, or, trademarks that are entirely comprised of the generic term for the goods or service provided. For example, BUMPER REPAIR would not be a valid trademark for a body shop, even if the shop worked on more than just bumpers. That said, there are ways around this limitation, including the addition of nonverbal visual elements, and distinctive, non-descriptive words. Ultimately, only an attorney can give a reliable legal opinion on the validity of a trademark, and provide alternative registration strategies.