--- title: How do I choose a strong trade mark? description: Not all trade marks are created equal. MoranLaw can review any marks to determine their strength. --- [![dark-logo](https://moranlaw.co/hubfs/dark-logo.png) ![top-logo](https://moranlaw.co/hubfs/top-logo.png) ![dark-logo](https://moranlaw.co/hubfs/dark-logo.png) ![top-logo](https://moranlaw.co/hubfs/top-logo.png) ![dark-logo](https://moranlaw.co/hubfs/dark-logo.png)](https://moranlaw.co?hsLang=en-nz) - Our Services - [Intellectual Property](https://moranlaw.co/protecting-intellectual-property) - [Commercial and Corporate](https://moranlaw.co/commercial-and-corporate) - [For Families](https://moranlaw.co/for-families) - [Elevated Trust Management](https://moranlaw.co/elevated-trust-management) - [Not-For-Profit](https://moranlaw.co/not-for-profits) - [Privacy, Cyber, and Data Security](https://moranlaw.co/privacy-cyber-and-data-security) - [Our Team](https://moranlaw.co/moranlaw-team) - [About Us](https://moranlaw.co/about) - [Careers](https://moranlaw.co/careers) - [Blog](https://moranlaw.co/blog) [Contact us](https://moranlaw.co/contact?hsLang=en-nz) - Our Services - [Intellectual Property](https://moranlaw.co/protecting-intellectual-property) - [Commercial and Corporate](https://moranlaw.co/commercial-and-corporate) - [For Families](https://moranlaw.co/for-families) - [Elevated Trust Management](https://moranlaw.co/elevated-trust-management) - [Not-For-Profit](https://moranlaw.co/not-for-profits) - [Privacy, Cyber, and Data Security](https://moranlaw.co/privacy-cyber-and-data-security) - [Our Team](https://moranlaw.co/moranlaw-team) - [About Us](https://moranlaw.co/about) - [Careers](https://moranlaw.co/careers) - [Blog](https://moranlaw.co/blog) [Contact us](https://moranlaw.co/contact?hsLang=en-nz) - Our Services - [Intellectual Property](https://moranlaw.co/protecting-intellectual-property) - [Commercial and Corporate](https://moranlaw.co/commercial-and-corporate) - [For Families](https://moranlaw.co/for-families) - [Elevated Trust Management](https://moranlaw.co/elevated-trust-management) - [Not-For-Profit](https://moranlaw.co/not-for-profits) - [Privacy, Cyber, and Data Security](https://moranlaw.co/privacy-cyber-and-data-security) - [Our Team](https://moranlaw.co/moranlaw-team) - [About Us](https://moranlaw.co/about) - [Careers](https://moranlaw.co/careers) - [Blog](https://moranlaw.co/blog) ##### WELLINGTON, NEW ZEALAND Level 1, 40 Lady Elizabeth Lane Wellington 6011 Postal: PO Box 10538 Wellington 6140 Phone: +64 4 830 2430 Email: [wellington@moranlaw.co](mailto:wellington@moranlaw.co) ##### AUCKLAND, NEW ZEALAND Suite 502, Level 5, Achilles House 8 Commerce Street Auckland 1010 Phone: +64 4 830 2430 Email: [team@moranlaw.co](mailto:team@moranlaw.co) ##### SYDNEY, AUSTRALIA Level 26, 44 Market Street  Sydney, NSW, 2000 Phone: +61 2 9091 4258 Email: [sydney@moranlaw.co](mailto:sydney@moranlaw.co) # How do I choose a strong trade mark? **How do I choose a strong trade mark?** Not all trade marks are created equal. Some trade marks are stronger in terms of being easier to register and/or easier to enforce against third parties. When creating a new brand, you want to select a strong mark to ensure objections are not raised during examination, which cost time and money to respond to. You also want a mark which you can enforce against a third party who is using a mark identical or similar to your own, while at the same time minimising any disputes around the breadth of protection afforded by the mark. Elon Musk’s re-brand of TWITTER to X is an example of moving from a strong registered mark which consumers immediately identified to a diluted one which continues to face hurdles in terms of registration and enforcement. The following table summarises the strengths of the different types of trade marks:![Trade mark strengths](https://moranlaw.co/hs-fs/hubfs/Trade%20mark%20strengths.png?width=950&height=650&name=Trade%20mark%20strengths.png) It is still possible to register descriptive or laudatory marks in certain circumstances, but the protection offered will be more limited. There are also categories of marks such as surnames, geographical names, acronyms and single letter marks which can also be more difficult to register, but can be in certain circumstances. [MoranLaw](https://moranlaw.co/moranlaw-team?hsLang=en-nz) can review any marks to determine their strength or can advise on options for registering marks which may be weaker. ### Let’s work together [Get in touch](https://moranlaw.co/contact?hsLang=en-nz) ### SPECIALIST AREAS [Intellectual Property](https://moranlaw.co/protecting-intellectual-property?hsLang=en-nz) [Commercial and Corporate Law](https://moranlaw.co/commercial-and-corporate?hsLang=en-nz) [For Families](https://moranlaw.co/elevated-trust-management?hsLang=en-nz) [Elevated Trust Management](https://moranlaw.co/for-families?hsLang=en-nz) [Not-For-Profits](https://moranlaw.co/not-for-profits?hsLang=en-nz) [Privacy, Cyber, and Data Security](https://moranlaw.co/privacy-cyber-and-data-security?hsLang=en-nz) ### The Team - [Scott Moran](https://moranlaw.co/scott-moran-moranlaw) - [Amanda Griffiths](https://moranlaw.co/amanda-griffiths-moranlaw) - [Louisa Joblin](https://moranlaw.co/louisa-joblin-moranlaw) - [Jessie Malcolm](https://moranlaw.co/jessie-malcolm-moranlaw) - [Ffion Merchant-Williams](https://moranlaw.co/ffion-merchant-williams-moranlaw) - [John Hackett](https://moranlaw.co/john-hackett-moranlaw) - [Chelcie Kite](https://moranlaw.co/chelcie-kite-moranlaw) - [Venetia McInman](https://moranlaw.co/venetia-mcinman-moranlaw) - [Fergielyn Catayoc](https://moranlaw.co/fergielyn-catayoc-moranlaw) - [Lucas d’Arbois de Jubainville](https://moranlaw.co/lucas-darbois-de-jubainville-moranlaw) - [Kimberley Will](https://moranlaw.co/kimberley-will-moranlaw) - [Shamara Polliack](https://moranlaw.co/shamara-polliack-moranlaw) - [Tracey Lucas](https://moranlaw.co/tracey-lucas-moranlaw) - [Kathy Hunter](https://moranlaw.co/kathy-hunter-moranlaw) - [Sara Barnes](https://moranlaw.co/sara-barnes-moranlaw) - [Rebecca Evans](https://moranlaw.co/rebecca-evans-moranlaw) - [Flora Dryburgh](https://moranlaw.co/flora-dryburgh-moranlaw) - [Jacky Simperingham](https://moranlaw.co/jacky-simperingham-moranlaw) - [Tom Winfield](https://moranlaw.co/tom-winfield-moranlaw) ### Quick Links - [Contact Us](https://moranlaw.co/contact) - [About Us](https://moranlaw.co/about) - [Careers](https://moranlaw.co/careers) - [Privacy Policy](https://moranlaw.co/privacy-policy) - [Terms](https://moranlaw.co/terms-of-engagement) - [Our Blog](https://moranlaw.co/blog) © MoranLaw Limited 2024 [LinkedIn](https://www.linkedin.com/company/moranlaw) [Instagram](https://www.instagram.com/moranlawnzau/) [Facebook](https://www.facebook.com/profile.php?id=61557642282289)