I am co-founder of a company with which we want to apply for a trademark of our name in BeNeLux. We were told that this would be quite dangerous for us and would be risky as our company name also describes the activity of our company. Such trademark applications would be denied by the European Union.
I can give you an example. If a company is called "computerrepair" and their service is about repairing computers, a trademark request of the name "computerrepair" would be denied as the company name which describes the company's activity.
My question is if this is true and how much value is placed on this?
(I've searched a bit through the internet but haven't found an exact answer).