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For most of us, your unique "Trademark" is your dealership name (in our case "Wyler").  Your primary goal should be to "own" your dealership name in the search engines.  Above and beyond that, I would recommend targeting your city and brand names for local searches and to compete for customers who are not loyal to one dealership, and are more interested in searching across the brand they desire (eg. "Cleveland Chevrolet dealers").