|
There is great advantage in a name that tells a story. The name is
usually prominently displayed. To justify the space it occupies, it
should aid the advertising. Some such names are almost complete
advertisements in themselves. May Breath is such a name.
Cream of Wheat is another. That name alone has been worth a fortune. Other examples are Dutch Cleanser, Cuticura, Dynashine, Minute Tapioca, 3-in-one Oil, Holeproof, Alcorub, etc.Such names may be protected, yet the name itself describes the product, so it makes a valuable display.
Other coined names are meaningless. Some examples are Kodak, Karo, Sapolio, Vaseline, Kotex, Lux, Postum, etc. They can be protected, and long-continued advertising may give them a meaning.
When this is accomplished they become very valuable. But the great majority of them never attain status. Such names do not aid the advertising. It is very doubtful that they justify display. Th service of the product, not the name, is the important thing in advertising.
|
