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Choosing a Brand

For example, brands like "LEGAL SERVICES NZ" and "ELITE GARDENING" are generally not registrable as trade marks because they are descriptive of the services provided.  Other traders are likely to want to use the same or similar phrases to describe their own services and the Trade Marks Office will not grant you exclusive rights to use those phrases for this reason.  Other examples of wording that is not registrable as a trade mark include "NUMBER ONE", "OJ" for orange juice, "BYO" for...