Why do you protect a word mark?

Registration of a word mark provides broader rights and basically protects the wording of the mark regardless of its style. Thus, applications for word marks do not claim rights to any particular font, style, size or color. Applying for a word mark means you can vary the design aspects of the mark (e.g., style, upper/lower case, font) in use without causing a conflict with your trademark application, so long as the wording (e.g., spelling, number of words/terms, etc.) remains the same.