How Won Its Fight for a Trademark

Marketing had a lot to do with it's original trademark application was rejected because its name was deemed too generic., Getty Images

Travelers don’t lack for brands and businesses to help when booking a trip. That simple verb, long used by travel agents and travelers high on anticipation, is inarguably generic. But, when tied to a web domain, represents a 20-year-old online travel agency that can officially be trademarked and protected, according to the Supreme Court.

@RyanBarwick Ryan is a brand reporter covering travel, mobility and sports marketing.