Can Big Brands Claim EVERY Word in the Dictionary?

This is the central conflict in trademark law: balancing a brand’s need to protect its identity against the public’s need to use common language. The infamous Premier Inn ‘Rest easy’ case is a perfect example of this. ⚖️

The courts use the spectrum of distinctiveness to decide who wins!
The 5-point scale determines how unique a word is when used for a product.
It’s all about the strength of the mark.