A trade-mark that may be considered good or bad, depending on the way you look at it.
An interesting case is that of Memphis Keeley Institute v Leslie E. Keeley Co. (144 Fed. R. 628; 155 id. 964).
The Memphis Keeley Institute made a contract with the Leslie E. Keeley Company to represent the Keeley Company in Tennessee in treating inebriates. The Keeley Company agreed to sell the Keeley Cure to no one in Tennessee except through the Memphis Institute.
After a while the Keeley Company claimed that the Memphis Institute had violated its contract, and refused to furnish any more of the treatment to the Memphis concern.
The Memphis Institute continued to advertise itself as the representative of the Keeley Company, and to assert that its treatment was that of the Keeley Company.
A coined word used as a trade-mark.
Suit being brought, the Memphis Institute alleged that the complainant's representations of the ingredients of its remedies were untrue and misleading. The Keeley Company had extensively advertised its treatment as the "Gold Cure". It was shown in court that it contained no gold in any form; that in the beginning chloride of gold had been used in one instance, and that it had almost killed the patient; and that special bottles of the cure had been prepared with gold in them in order that a chemist might be deceived; and that this chemist's analysis of the spurious bottles had been extensively advertised as showing that gold was in the remedy.
A simple and effective trade-mark.