To register brand names or logos as trade marks the marks must firstly be capable of being graphically represented and must be distinctive enough to distinguish the goods of one undertaking from another. A mark will be refused by the IPO if it consists exclusively of words designating the quality, quantity, purpose, geographical origin or common trade terms of the product or services (unless constant use has already made the mark distinctive). The IPO will also refuse marks that are likely to deceive the public as to what the products are or can actually do or other marks that are against public policy. Other businesses may object to a trade mark if it is identical or similar to their own mark, especially if the mark will be used for promoting similar goods or services.