Excerpt from Good Will Trade-Marks and Unfair Trading

Every business worth imitating has the problem of mistaken identity to deal with. The enthusiasm over a successful product, package, trade-mark, method or piece of copy hatches out its double almost overnight.

In the last thirty years, long range advertising and national distribution have become dominating mercantile facts. Manufacturer and jobber have quite generally adjusted themselves to this change. The retailer is now a dispenser of many standard brands to a neighborhood educated in trade-marks, trade names, labels and distinctive packages. Even the professional man no longer has a local but a sectional or national clientele.

Two trade provisions, consequently, are becoming every year more vital to the going concern, means of identification by which a pleased public, once won, will continue to distinguish its productions anywhere, and a trained "police power" to restrain or destroy the infringements and unfair competition which naturally attack any successful enterprise.

Around this twentieth century need of every progressive business for a constructive and protective policy as regards good will, this volume has grown.

It is not a law book. The author has returned to it, chapter by chapter, from working with business men and concerns in their efforts to defend and increase their trade good will.

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