In general a name is more likely to be protectable as a trademark the more abstracted it is from the product or service it’s being used in connection -, the more distinctive it is.
In other words, the less descriptive it is, the easier it is to protect . The more descriptive it is, the harder.
The strongest kind of marks are called “fanciful” or “arbitrary.” A fanciful mark is completely made up - like Xerox, or Rolex (they don’t all have to have end with X).
An arbitrary mark has nothing to do with the product or or service - like “Pelican Fruit Juices,” Treehouse Brewery, or…. Apple computers.
A “suggestive” trademark gives the consumer some idea of what it is. In legalese - the consumer has to make “several mental leaps” to determine what the product is. Like Netflix, Coppertone, or Playstation. These are not as strong as fanciful or arbitrary marks - but still protectable (as long as the name is available in your market, of course).
Now things get tougher.
A descriptive trademark, you guessed it, describes the product or service, or an aspect of it. Like American Airlines, or the Hot Coffee Company.
Even less distinctive is generic names - an apple stand called “Apple” would be generic, though it’s arbitrary (and a much stronger mark) for a company that sells computers and phones.
Generic terms are never protectable; and descriptive names are not initially protectable as a trademark (though they can potentially acquire distinctiveness over time and sometimes be protectable).
To recap - trademark types in order of strength:
Fanciful (a made up word) or Arbitrary (has nothing to do with the product) - these are equally strong
Suggestive (gives a clue as to what the product is)
Descriptive (describes the product)
Generic (a basic word for the product)