It must be distinctive and not descriptive
A trade mark like ‘Blueberry’ for apparels may be regarded as distinctive because it has nothing to do with blueberry and hence not descriptive of the goods/services provided under the said trademark. A trademark should not describe the goods or services that are proposed to be used or used in connection with the mark.
It must be fanciful
Fanciful marks are considered to be the one strongest type of mark which have been invented, designed or created for the sole purpose of functioning as a trademark and have no other meaning than acting as a mark. So “Kodak” for camera equipment can be called a creative or coined trademark and even “Apple” for phones and computers.
It must be suggestive
Suggestive marks suggest a quality or characteristic of the goods and services of a brand. Suggestive marks require some imagination, thought, or perception to reach a conclusion as to the nature of the goods. “Airbus” for airplanes or “24/7” for a departmental store fall under the category of suggestive marks as they suggest the kind of goods/services offered by the trademarks.
It should not be generic
The word or combination of words making a trademark should not be generic words. Generic words can be described as those words which are used in general sense in common language. So a detergent manufacturing company cannot have trademark “detergent” or “soap” or “clothes cleaner” as its too generic and not inventive word.