“Companies may develop the trademark through advertising and by their reputation. In either case, the product is worth more with the trademark than without it. Identification, description and creation of value are just some of the possible functions of a trademark.” (pp. 11)

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