The strength of a mark initially depends upon where it falls on the following continuum from weakest to strongest.

 

Generic    -->   Descriptive    -->   Suggestive    -->   Arbitrary    -->   Coined or Fanciful

 

Suggestive, Arbitrary, and Coined marks are considered inherently distinctive and can be federally registered without a showing of acquired distinctiveness or secondary meaning. 

 

Suggestive --  A suggestive mark suggests, but does not describe, something about the relevant goods or services, and requires thought or imagination on the part of the consumer to connect the mark to the goods or services.  For example, DIEHARD for batteries suggests something about the quality of the goods, without being descriptive.

 

Arbitrary -- An arbitrary mark is a commonly known word that has no association whatsoever with the goods or services in connection with which it is used as a mark.  APPLE for computers is an example of an arbitrary mark.

 

Coined or Fanciful -- A coined or fanciful word or phrase, which has no dictionary definition or meaning outside of its meaning as a trademark, is the strongest type of mark.  EXXON is an example of a coined or fanciful mark.