An arbitrary mark is an actual word or thing, but one that bears no logical relationship to the product or service to which it relates. APPLE as a trademark for computers is an example. Arbitrary marks are inherently distinctive.
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The 5-tier distinctiveness pyramid developed by Minnesota attorney Thomas James is a conceptual and visual aid for understanding the different levels of distinctiveness a trademark may have. The five levels, from least to most distinctive, are: Generic Descriptive Suggestive Arbitrary Fanciful.
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