Descriptive marks, geographic terms, and personal names must have an established secondary meaning in consumers' minds in order for approval to be granted.
Here is the Fall 2003 IP Survey examination, and here is the composite student model answer.
Trademark is essentially another word for brand or brand name.
In the event that another business tries to use the same or similar name, you will have legal recourse to stop it.
A trademarked name marks all of your products and services as yours and no one else's and can also protect you from counterfeit products.