How to register a brand, and which words cannot be protected

For 36 years, "MEGA" has been a household name and one of the most popular ice cream brands in the market. Today, we are proud to announce that we successfully helped this well-established manufacturer secure its brand future by registering their brand-new trademark: "LEBOM".

​The "LEBOM" brand has been granted full legal protection for a period of 10 years under three essential Nice Classes:

​Class 30: Ice cream and general confectionery products;

​Class 35: Advertising, retail store management, and import-export services;

​Class 43: Restaurants, cafes, and hospitality services.

​This raises an important question: Why didn't they register the historical brand name "MEGA" instead of creating and patenting "LEBOM"?

​The answer lies in global trademark registration standards. In intellectual property law, words are categorized into protectable (distinctive) and non-protectable (generic or descriptive) terms. It is legally impossible to gain exclusive monopoly over generic words, geographical locations, surnames, or superlative terms that indicate size or quality (such as "Mega", "Super", or "Grand").

​Regrettably, even though the company had built tremendous brand equity under the name "MEGA" over decades, the word itself could not be legally owned as an exclusive trademark. To eliminate legal vulnerabilities and secure their assets, the founders strategically created the brand "LEBOM". We ensured a smooth, comprehensive registration process across all required classes, giving their business a bulletproof legal foundation for the next decade.