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What can be trademarked?
Pretty much anything, any word, symbol, or a slogan. People have problems with this. You can pick any word you want, but the rules are, as far as registration, is if the word you pick is just descriptive of the thing you’re selling, it’s not registrable. So is Apple a good trademark or not? Well, what are you selling? Fruit. No, it’s not registrable. Whereas Apple for electronic devices is quite a good trademark.