What to apply for?

 
It is easier said than done – register only the most important element of your trade mark.  But what is most important?  Here is an example : your business name is JOO SENG EFFICIENT TRANSPORT AND COMMUNICATION SERVICES.  Do you register this entire name as a trade mark or just JOO SENG. The concern about registering JOO SENG EFFICIENT TRANSPORT AND COMMUNICATION SERVICES is that an adverse party may argue that JOO SENG is technically different from JOO SENG EFFICIENT TRANSPORT AND COMMUNICATION SERVICES.

Should I avoid descriptive mark?
Descriptive mark appeal is that they tell the market right away what the goods or services are about. Examples are .. However, the problem is that a directly
descriptive mark cannot be registered as a trade mark. A well known massage business trades under TRADITION OF MASSAGE. It has since change its name to HEALING HANDS. Between the two, HEALING HANDS is relatively less descriptive. It basically went through a
rebranding exercises. See below for more discussion on rebranding.