How a dictionary word can be trademarked?


It is a common belief that dictionary words cannot serve as trademarks. And it is certainty true, but only when a dictionary word is used within its actual original meaning. For example, the word "APPLE" is a generic term for a specific fruit, and so it is impossible to get trademark rights to that word for use with sales of actual apples

However, a common dictionary word can very well be used as an arbitrary and inherently strong trademark if that word is not descriptive of the specific goods for which protection is sought.

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Returning to our example, it should be clear now how exactly a certain technology company is able to famously use the word "APPLE" as a trademark in connection with its computers, phones and other digital devices, even though "APPLE" is not a protectable trademark for use in connection with that sweet, edible fruit produced by an apple tree.