fanciful marks
- Unique words, either invented or rarely used, which are created specifically to serve as a trademark or service mark
- The corporate logos of Pepsi and Kodak are examples of fanciful marks.
- A company might create fanciful marks to ensure its brand name has no previous associations.
- Using a rarely used word as a brand name, like 'Flivver,' is considered creating a fanciful mark.
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