It is my understanding that you cannot "trademark" a new word from the beginning... you need to use it, and them claim it as your trademark. It is different from a patent.
I'm sure there is something to that. I worked for Chevron Corp that changed there name to that around 1980 I think. Prior to that they were Standard Oil of California. Even to this day they maintain one gas station in each state they operate in using the old name while all the other stations use the newer company name. When asked in a company Q/A new letter about that there answer was something on the line that to maintain the trademark it is a use it or lose it situation.
Lefty