Core Discipline 03

Trademark Risk Mitigation

The spectrum of distinctiveness dictates legal protection. Descriptive marks invite litigation; fanciful marks repel it. We engineer for the latter.

Highest Protection

Invented words with no dictionary meaning. (e.g., Exxon, Kodak).

High Protection

Real words applied to unrelated goods. (e.g., Apple for computers).

Moderate Protection

Hints at the product without describing it. (e.g., Netflix, Airbus).

Zero Protection

Merely describes the good/service. Requires secondary meaning.