Often business owners choose misspelled words that are phonetically similar to the correctly spelled word, in hopes of adding distinctiveness, or even perhaps as a marketing ploy. However, trademark law deems words that are misspelled, but otherwise descriptive of a product to be the same as the non-misspelled descriptive term for that product. For instance, "KWIK SNAQ" as a trademark for a convenience food item would be treated as a descriptive term in the same way as if the item were instead named "QUICK SNACK."