Fanciful marks are unique terms that have been created for the sole purpose of serving as a trademark, and they hold no meaning other than as a mark. They are typically made-up words or nonsense words that become associated with goods or services, and represent a valuable investment in branding. These marks are considered to be the strongest type of mark and are the easiest to obtain if seeking trademark registration. Examples of fanciful marks include GOOGLE, EXXON, and EBAY.
On the other hand, arbitrary marks are terms that hold a common meaning, but have no relationship to the goods or services being sold. These marks are also considered strong and are protectable under trademark law. Examples of arbitrary marks include APPLE (for computers), LOTUS (for software), and SUN (for computers).