Site: nolo.com
... Trademark law has several public policy purposes, but perhaps the most important is to avoid consumer ... The goal is to ensure that a consumer in the relevant market would see (or hear) the trademark and immediately ... This emphasis on "secondary meaning"—that is, consumer recognition—has several benefits. ... First, it makes the purchasing experience more efficient, since consumers can quickly identify the goods ... Second, it allows brands to reap the rewards of their own investments into product quality, since consumers ...