arbitrary marks
- Common words that do not describe a key characteristic of a product or service but are used as identifiers, like 'Apple' for computers or 'Old Crow' for whiskey
- The use of 'Dove' for a soap brand is an example of arbitrary marks.
- Many companies use arbitrary marks, such as 'Camel' for cigarettes, to set themselves apart.
- Consumer goods often have arbitrary marks, like 'Shell' for gasoline stations.
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