The Marketplace: That Which We Call a Rose

A manufacturer's most jealously guarded possession is often not the combination to the safe but the name of his product. On the one hand, he desperately wants the public to get in the habit of asking for it by name; on the other, he shudders at the thought of that name becoming the name for anybody else's similar product. Kodak, B.V.D., and Coca-Cola have for generations bared their teeth in courtrooms to protect their names from slipping into the generic limbo where mimeograph and nylon now languish in lower-case ignominy.

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