Descriptive Trademarks
Descriptive trademarks, on the other hand, provide the owner with instant recognition for what their brand does (e.g., NEW YORK PIZZERIA). However, this comes at a cost. Descriptive trademarks are difficult to enforce and, as a result, may not provide the owner with the ability to exclude others from using the same or similar trademarks (e.g., the owner of NEW YORK PIZZERIA can’t stop someone else from using NEW YORK CITY PIZZERIA).
As such, if you are looking to adopt a trademark that instantly drums up interest in your goods or services it will cost less to brand. However, the rights you acquire in such a trademark will be harder to enforce should someone adopt a similar trademark to yours.
So in the end how do you select a great trademark? It depends. What are you looking for?