Brands and branding are an important part of a consumer society, and they are largely about goodwill. Trademarks, which are, roughly speaking,the legal protection given to brands, are premised on the idea that consumers should have some assurance about the continuity of the source of the goods and services they purchase. A brand name is supposed to provide that continuity; whether you are buying from McDonald’s or Land’s End, the brand helps you know what you are going to get. This is why trademarks protect against any use that might cause consumers to be confused about whether the goods or services they are buying are really from the same source. The sense of continuity is what we call goodwill.