The purpose of a trade mark is for the recognition from the general public.
Attention grabber, easy to remember and extinguish from all the rest in the same industry.
One rule is not to over spend on marketing and advertising with the sunk cost that could never be recovered.
I will tell you a true story. A local custom jewelry store named "Nique Design, custom jewelry". Yeas ago we bought a gift for my wife and during the conversation I asked one of the owner what does the "Nique Design" means ?
The reply was jaw dropping as he told me after they had the store front sign and stationary made up, they were informed that the "Unique Design, costume jewelry: name was registered by someone else years ago but never was in use , regardless they could not use the registered trade mark. Hence they took out the U in the store front sign and was in business for decades.
Another one, Top Pot Donuts, which is a gourmet donuts shop made famous by the offering on the Alaska Airline ( years ago when they still offer free meals from long distance flight " , Got great review and seek out by the passengers whom could not forget the taste they had on the airline. The name came from a lost letter on the old sign " TopSpot " they purchased for their first store while transporting it from the closed shop where they purchased it to their first donuts shop. Saving money but the business thrived
