Things to Know About Trade-Marks: A Manual of Trade-Mark Information. J. Walter Thompson Company
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J. Walter Thompson Company
Things to Know About Trade-Marks: A Manual of Trade-Mark Information
Published by Good Press, 2019
EAN 4064066137915
Table of Contents
CHAPTER I A Digest of the Trade-Mark Law
Property in Trade-Marks Does Not Rest upon the Statute, But upon the Common Law.
Procedure of the Patent Office
Registration in Foreign Countries
CHAPTER II Essentials of a Valid Trade-Mark
A Trade-Mark Must Not Misrepresent the Quality, Composition, Character, or Origin of the Product
A Trade-Mark May Not Be a Geographical Name or Term
A Trade-Mark Must Not Consist of the Insignia of the American National Red Cross
A Trade-Mark Must Not Be any Design or Picture Adopted by a Fraternal Society as its Emblem
A Trade-Mark Must Not Be a Form, a Color, a Shape, or a Material
Trade-Marks Are Not Registrable if against Public Policy
CHAPTER III Advertising Characters
Infringement by Foreigners Through Importation
CHAPTER VI Trade-Marks in Canada
CHAPTER VII How to Devise a Trade-Mark
Introduction
If you were to ask any dozen men among your acquaintances, or any hundred men, to name the greatest writer that has ever lived, the odds are perhaps as great as a hundred to one that every man would say "Shakespeare."
This virtual unanimity of opinion would not have its origin in a conscious comparison of authors and their works, for we might as well be frank with each other and admit that not more than one of us in a thousand has ever read enough of Shakespeare to form any opinion that would be worth listening to.
We take Shakespeare on faith.
We have been taught that Shakespeare was a transcendent genius, the greatest man that ever put pen to paper, and we believe it.
Shakespeare is in evidence on every hand. We quote him every day. He is well advertised. And, needless to say, his reputation as a writer is far greater to-day than when he lived over a wig-maker's shop in London, or even when his fortune had been made, and he had retired with his jig-saw coat-of-arms to the "lordly mansion" on the hill back of Stratford.
He has been advertised for three centuries with praise originating from a thousand sources, and his reputation is now steeped head and ears in Cumulative Results.
Shakespeare's name has become a sort of trade-mark of good literature. If a meddling antiquarian should thoughtlessly add to the afflictions of the intellectual life by unearthing a doggerel sonnet of Thomas the Rhymer to which some clerkly scribe had affixed, in error, the name of William Shakespeare, learned men would read it, and nodding wisely, would doubtless say, "Pretty good stuff"—or the scholarly equivalent of that phrase.
The force of recognized distinction is tremendous, not only in literature, but in business, in science—in short, it is one of the most valuable assets in every field of human endeavor.
A commodity may attain a height of distinction, in the public's estimation, that places it, among other commodities of its class, on the level attained by Shakespeare in literature.
Apollinaris among table waters; Heinz "57" among pickles; Hartshorn rollers among window shade appliances; Coca-Cola among soda fountain drinks; Huyler's among candies; Uneeda Biscuit among soda crackers; Horlick's among malted milks—each of these products has become, by reason of advertising combined