“Apart from serving the purpose of identification, a trademark can also allude to the nature of a company or a product. (...) The name Coca-Cola was coined to tell the customer that the coca leaf and the kola nut are important ingredients of the drink.” (pp. 11)

MOLLERUP, Per — “Marks of Excellence: The history and taxonomy of trademarks”. London : Phaidon Press Limited, 1997. ISBN 0-7148-3838-1