One of the goals of entrepreneurs is to make their business and products easily recognizable to their customers and the general public. If the company can protect its identity with consumers, it encourages the production of better products and places emphasis on building goodwill. The United States Patent and Trademark Office offers protection to businesses through the practice of trademark law. Trademarks allow companies to register a word, symbol, logo, or phrase used to identify a particular manufacturer. Service marks are used to identify services and are treated the same as trademarks. Trademark law can also apply to a company's unique packaging or color; this is referred to as trade dress. The trademark can only be granted if the object is distinctive; the spectrum of distinctiveness is measured along five categories. The trademark can be imaginative, arbitrary, suggestive, descriptive or generic. Fancy trademark is the strongest trademark, it is a trademark that is invented for the sole purpose of serving as a trademark and has no other meaning, for example EXXON. An arbitrary trademark is one that uses a device that has a common meaning but no relation to the goods or services, such as that used by Apple for computers. A suggestive mark is one that suggests the quality or characteristic of the products with the use of some imagination. An example is Microsoft, which involves microcomputer software. Descriptive marks are marks that simply describe the service or goods, on which a trademark cannot be registered. If a descriptive mark acquires a secondary meaning among the public and becomes distinctive, it can be registered. Marks that are primarily surnames are treated in the same way as descriptive marks. Therefore, if a person's surname is similar to a registered name, it cannot be used in such a way as to confuse the product with the previously registered device. Generic brands cannot function as trademarks because they are the name of the product. A valid trademark can become generic if the consuming public abuses the trademark so that it becomes the generic name of the product, as has happened with aspirin. In recent years, trademark infringement has become a very serious problem for companies that have operated with little discrepancy on their score for many years. Many brands have been jeopardized through an act called Cybersquatting. Cybersquatting is the act of registering a domain name with the intent to sell it for profit.