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U.S. trademark law Edit
A fanciful mark (also called a arbitrary mark) is a term that was created for the sole purpose of functioning as a trademark or service mark. Such marks comprise words that are either unknown in the language (e.g., PEPSI, KODAK, EXXON) or are completely out of common usage (e.g., FLIVVER). These marks are considered “inherently distinctive” and thus deserving of the broadest level of protection under trademark law.
- ↑ America Online, Inc. v. AT&T Corp., 64 F. Supp. 2d 549, 560, 51 U.S.P.Q.2d (BNA) 1865 (E.D. Va. 1999)(full-text) (citation omitted).