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Got a crappy JERPL #domain? The #Chinese sellers on #Amazon might want it

If you have a really crappy domain that can’t be taken seriously by Western standards in terms of pronunciation, do not despair.

Your JERPL brand might be appealing to the hordes of Chinese sellers that promote their wares on Amazon.

Brands like Pvendor, RIVMOUNT, FRETREE and MAJCF are being used on Amazon to sell cheap products made in China.

For example, there are gloves emblazoned with names like Nertpow, SHSTFD, Joyoldelf, VBIGER and Bizzliz and whoever thought these brands up often applies for trademarks at the USPTO.

JERPL – is good sound – From China – Photo by Malte Wingen on Unsplash

An article in the New York Times, refers to these hard to pronounce words as “pseudo brands:”

These “pseudo-brands,” as some Amazon sellers call them, represent a large and growing portion of the company’s business. These thousands of new product lines, launched onto Amazon by third party sellers with minimal conventional marketing, stocking the site with disparate categories of goods, many evaporating as quickly as they appeared, are challenging what it means to be a brand.

Apparently, when it comes down to the trademark registration purposes, these tongue-twister brands and associated domains, have an advantage over generics:

Their success in getting approved can likely be credited to the names: Compared to something descriptive, or familiar, or to which a registrant is emotionally attached, a completely novel application — he used the example of an application covering balls for ballpoint pens under the mark “bYwxbYjb” — will just “fly through.”

Invented words are indeed much more likely to be trademarked as fanciful marks, than generics. Think that next time you attempt to rebrand from a descriptive two-worder to an expensive dictionary word with four billion results in Google.

Read the NY Times article, titled “All Your Favorite Brands, From BSTOEM to ZGGCD How Amazon is causing us to drown in trademarks.


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