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.  

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In other words,  the less descriptive it is, the easier it is to protect . The more descriptive it is, the harder. 

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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).

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Now things get tougher.  

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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).

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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)