In registering a trade-mark the government grants to the owner its exclusive use in marking certain commodities. Whether or not it will ever possess any value depends entirely on the owner's ability to create for it good will in the minds of the buying public. If he succeeds, it becomes the basis of a profitable business. The monopolistic character of the trade-mark accounts in large measure for one of the most important tendencies in present-day marketing - the increase in the number of nationally advertised products. Without its protection producers could not afford to create a demand for particular brands, for they would have no assurance that unscrupulous competitors would not flood the markets with a substitute bearing the same label, nor would consumers be able to choose the product of the original producer. Hence the trade-mark establishes a bond between the producer and the consumer, which the producer cannot afford to break by lowering the standard of his product. Consequently, we may say, trade-marks protect consumers to a large degree from imposition.