The fifth Dupont factor relates to the fame of a trademark. A trademark with extensive public recognition and renown deserves and receives more legal protection than an obscure or weak mark. This means that a trademark owner who can show their trademark is famous has a stronger chance of opposing the registration of a trademark which may be confusingly similar. Because it is difficult to directly measure how famous a trademark is, the fame of a trademark may be measured indirectly, by the volume of sales, advertising expenditures of the products branded with the trademark and other factors.