Re-ply to of your classmate about their brand-name ideas. Critique, add to their ideas, and discuss whether they are marketable.In general, trade dress is the commercial image of a product or service that helps differentiate it from others, so it can consist of packaging, colors, and shapes. For example, if Submarine City is chosen, distinctive trade dress might include oceanic colors and nautical themes, such as anchors or periscopes inside the shops, decorative wall maps purporting to lead.

Potential names for Mike's submarine sandwich shop are: 1) Great Lakes Original Sub Shop; 2)USSMike's Subs; 3) The Small House Subs; and, if you wanted to get a little more suggestive, 4)Between Two Buns.

Great Lakes Original Sub Shop is geographical and generic because the name tells that the shop is located in Michigan without saying "Michigan," but does not invoke anything but a sub shop. The logo would have two subs cut into the shape of the state, representing both the Upper and Lower Peninsulas which is what would make the trademark distinctive. USS Mike's Subs is suggestive of Navy submarines because of the "USS" moniker. The dcor would be submarine- and Naval-themed. The logo would be a sub sandwich with a periscope, in the water like a Navy submarine which is what would make it distinctive. The Small House Subs is suggestive of the University of Michigan's football stadium "The Big House" located in Ann Arbor. It would be distinctive because it would invoke an image synonymous with Ann Arbor. Between Two Buns is descriptive because it simply makes one think of ingredients that belong within the sub buns; although it could also be suggestive as a double entendre.

I searched all four names using Google. The only one that is currently being used is Between Two Buns for a restaurant in Baltimore. Since, Mike would not want to be confused with another establishment, even though out of state, he should use one of the other three options. After the search, I am more confident in the brand name ideas I am putting forth.

A search of the USTPO's trademark database resulted in no similar brand names for any of the three remaining names in my list. No word marks appeared for any of the three names. I did search on the Between Two Buns name just to see what would happen. The result was two listings, both with a "dead" status. I actually think any of the three names could be used by Mike, depending on what he is looking for in a brand.