The strength of a particular trademark is gauged according to the Distinctiveness & Descriptiveness Continuum. Arbitrary marks are not as strong as fanciful marks but they are still strong in terms of trademarks. Choosing an arbitrary mark certainly makes the trademark filing process easier, provided, of course, that the mark is legally available.
What is an Arbitrary Mark?
Here’s what the USPTO says:
“Arbitrary marks comprise words that are in common linguistic use but, when used to identify particular goods or services, do not suggest or describe a significant ingredient, quality, or characteristic of the goods or services.”