Is any name protectable as a trademark?

No. The Trademarks legislation lays down very technical and specific criteria which the various Registries apply when deciding whether to accept any given name or brand for registration. Marks which are too descriptive or which are not capable of distinguishing your business from other similar businesses may not be accepted. Geographical names are also difficult to register. Obviously, if your name is already registered by someone else you will not be able to use or register it for the same kind of business.

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