# Descriptive Trademarks#
At the bottom of the trademark food chain dangle descriptive trademarks. These directly describe the goods and services, and are generally considered as ineligible for trademarking. The reason is simple. A Candy Coated Apples trademark could be used against competitors offering candy coated apples, greatly limiting the competition. An exception can be granted if the trademark ceased to be associated with a particular product and became associated with the company that produces the product. In effect, it then becomes a suggestive or arbitrary trademark.