A concerning trend in trademark filing is unfolding within the global Trademark Registries. Increasingly, applications composed entirely of arbitrary or meaningless letter sequences, such as “HZTLPQYKGF” or “XQMPNJDHZT” are being submitted. On the surface, these applications may seem non-threatening. However, upon a closer perusal, these marks lack phonetic coherence, semantic meaning, or cultural association. This trend raises serious questions about the purpose of trademarks, the integrity of intellectual property systems, and the broader impact on global commerce.
The True Purpose of a Trademark
A trademark is fundamentally a source of origin. It helps consumers distinguish the goods or services of one entity from those of another. The effectiveness of a trademark rests on its ability to be recognized, recalled, and associated with a particular source. Marks that are too abstract, obscure, or non-distinctive fail to serve this essential purpose.
Meaningless sequences of letters often fall short of the distinctiveness required to function as trademarks. Without any inherent meaning or consumer recall value, they risk being viewed as mere code rather than identifiers of origin. The sheer volume of such applications, particularly when filed en masse can overwhelm examination systems, clog Registries, and dilute the effectiveness of legitimate marks.
More troubling is the strategic motivation that may lie behind these filings. In some cases, such trademarks are registered not to build a brand, but to circumvent intended protections within systems such as e-commerce platforms. For instance, platforms like Amazon offer enhanced brand protections and enforcement tools to registered trademark holders. Filing a nonsensical mark could be a shortcut to these benefits, even if the mark has no real use in commerce or branding.
Misuse Through Embedded Branding and Counterfeit Goods
Some applicants take this practice a step further by embedding well-known brand names within arbitrary letter sequences. For instance, a trademark like “KJLDNIKEPRT” may be legally registered, but the prominent display of the “NIKE” portion on product packaging misleads consumers into believing they are purchasing genuine branded goods. While the actual registered trademark remains obscure, the embedded branding exploits consumer recognition and dilutes the strength of the original brand.
This tactic becomes especially problematic when used in the distribution of counterfeit goods. Sellers may use such registered trademarks to give an air of legitimacy to imitation products, particularly on online platforms that prioritize trademark registration in their enforcement systems. A registered yet obscure mark can serve as a shield against takedowns or counterfeit claims, despite the underlying product being a deceptive replica of a well-known brand.
In these instances, trademarks are not functioning as indicators of origin but are instead being used to confuse consumers, dodge enforcement mechanisms, and facilitate the sale of counterfeit goods under a veneer of legitimacy. This not only harms brand owners and undermines enforcement efforts but also endangers consumers who may unknowingly purchase low-quality or unsafe products.
Global Examples of the Trend
This phenomenon is not limited to a single jurisdiction. Several leading Intellectual Property Offices across the globe have reported a noticeable surge in trademark applications composed of meaningless or random letter sequences. These filings raise red flags due to their lack of distinctiveness and the potential for misuse in digital marketplaces.
In the European Union, the European Union Intellectual Property Office (EUIPO) has taken a clear stance against such trademarks. In March 2025, the EUIPO rejected two applications for the marks “HSTCPGKQYXHS” bearing application no. 019130336 and “QPDIZHZLHGU” bearing application no. 019130192. The Office found that the marks were excessively complex, devoid of meaning, and incapable of being remembered by consumers; criteria that are essential for a trademark to serve its function as an identifier of origin.
In the United States of America, the United States Patent and Trademark Office (USPTO) as well has seen applications for trademarks composed of random letter sequences, such as the pending application for the mark “TBSMDSSSDM” bearing application No. 99050795. This mark, currently under examination, is linked to a product sold on the e-commerce platform Amazon i.e., a contoured sleep mask featuring adjustable extensions. While the mark itself appears to be a nonsensical string of letters, its registration would grant the applicant enhanced protections and enforcement capabilities in online marketplaces.
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This example highlights the complex challenges posed by such marks. Though the application is still pending, the use of an arbitrary letter mark on a commercial product can create opportunities for misuse, such as enabling sellers to circumvent stricter brand protection requirements or to mask counterfeit goods under the guise of legitimate trademark registration. Given the growing reliance of e-commerce platforms on trademark registration to enforce brand rights, marks like these can potentially be exploited to undermine authentic brands and consumer trust.
The USPTO’s ongoing scrutiny and examination of such applications are crucial to maintaining the balance between protecting legitimate trademarks and preventing registration abuse that could facilitate counterfeit sales or marketplace confusion.
The Way Forward
Trademark Offices across the world are increasingly aware of these tactics and are refining their examination standards to reject marks that fail to meet the threshold of distinctiveness. While that is a promising start, more comprehensive solutions are needed.
E-commerce platforms need to revisit their IP privilege frameworks. Currently, registration even for obscure or non-functional marks can unlock enforcement features that were never intended for such usage. Aligning platform policies with the legal principles of distinctiveness and bona fide use would reduce incentives for filing meaningless marks.
The influx of meaningless trademarks undermines the trust and utility of Intellectual Property systems, burdens Registries, and creates unfair advantages in digital marketplaces. These filings are not simply administrative nuisances, they represent a calculated attempt to exploit legal systems for commercial gain, often at the expense of legitimate brand owners.
Ensuring that trademarks remain distinctive, memorable, and genuinely tied to commercial origin is more than a legal requirement it is a necessity for protecting consumer trust, combating the spread of counterfeit goods, and safeguarding the integrity of global commerce.
At R K Dewan & Co, we are committed to upholding trademark integrity by ensuring that your trademarks are distinctive, meaningful, and legally protected. With extensive experience in trademark search, filing, and enforcement, our expert team is dedicated to guiding businesses through the complexities of intellectual property law. We help you safeguard your brand from misuse and infringement, ensuring that your trademarks maintain their original value in an increasingly competitive market. Whether you’re a startup or an established enterprise, we provide strategic trademark services to enhance your brand protection and defend against fraudulent claims. Let us help you preserve your trademark integrity and protect your business today.