A name, slogan, or logo, must be used as a trademark - prominently, as you would a brand - in commerce, i.e. offered to the public, in order to receive trademark protection.
A trademark must also be distinctive - it cannot merely describe the goods at issue or be the generic name of that product. For example, “apple” cannot be a trademark of the distributor of that fruit, but it can be of a computer manufacturer or music service.
Other restrictions may also apply - such as a prohibition against using the name of a living person in a trademark. Trademark protection cannot be granted to the title of a single work, e.g. the title of a song or an album.
Trademark rights are also limited to certain “classes of goods and services.” Typically band names are registered in Classes 9 and 41. They may also be limited geographically, either within the US or internationally.
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