Trademark Strength: Why Names Matter

In William Shakespeare’s play, Romeo and Juliet, the character Juliet declares to her lover, Romeo,“What’s in a name? That which we call a rose by any other name would smell as sweet.” Juliet, of Capulet familial, asserts that it doesn’t matter that Romeo is a rival Montague. Not to quibble with young love and Shakespeare, but names do indeed matter, particularly in relation to trademarks.

A trademark or service mark is a symbol, word or words legally registered or established by use to represent a company or product. Ultimately, the strength