Why do you protect a word mark?
A word mark is a type of trademark that consists of a single word or combination of words, used to identify and distinguish the goods or services of one company from those of another. Protecting a word mark can provide a number of benefits to a business. First, it helps to build and maintain brand recognition and goodwill with consumers. Second 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.
If a company's trademark is registered, regardless of whether the mark is a word mark, slogan, or logo, the owner can take legal action and is entitled to remedies to prevent others from using the same or similar mark in connection with similar goods or services.