Trademark wording can’t contain designations of quality, quantity, intended purpose, value, geographical origin, kind or time of production of the product or service. General words are more difficult to trademark than fictitious words. If a trademark wording consists from two words, for example one word is Google and second word is general for example Store or Cases – Google Store, Google Cases etc., then the trademark will primarily apply to the word Google and combination of those two words, but not to the word Store or Cases standing alone. Although, some protection will also apply to the second word. On the other hand if the second word is fictitious as well, such as “Shoppa” or “Shopify”, then it will achieve a protection also separately. Trademark registration is difficult process and it should be preceded by trademark search and thorough analysis of suitability of general words.