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Imagine if Google can't be branded. Every other search engine could make use of the term inside their marketing is without a doubt their web pages. This would cause massive confusion among the general public. More importantly, those consumers would be diverted to competitors of Google. Anyone think Trademark service who is going to hurt Google's bottom assortment? You bet.
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Let's start with the simplest version - the logo. A trademark is anything identifier. "5 Hour Energy" is a trademark because identifies the product associated with energy liquids.
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Nike use the trademarked phrase "Just Do It". For you to Nike using it, the words had no strength. Finished likely, includes usually used by parents telling their kids to clean their rooms! Nike trademarked the actual word and then built its strength through a massive marketing. When kids hear Just do It! now, they involving shoes and sports apparel, not having by mom or dad to make a change they don't especially like! In short, Nike built over the strength with the mark.