Oftentimes trademarks are described as “strong.” The simply means that the mark is unique, not confusing to consumers, is not descriptive, and has excellent customer recognition. Courts equate the term “distinctiveness” to strength. The stronger the mark, the greater protection afforded to that mark. Strong marks are at the pinnacle of the strength scale consisting of Generic(weak)Descriptive—(stronger)— Suggestive(strong)—Fanciful(strongest . Famous “strong” marks include Kodak® and Apple®.

A strong mark is not only a description of a trademark, but is a highly valuable business property.