Sometime after they had left Aztlán, they united with a second group made up of nomadic hunter-gatherers, the Mexica, and took on their name.
For relatively small fees these authors might be willing to contribute, and, once you have one, you can capitalize on their name recognition to attract others.
There are families who've been in the wine industry for 500 years and no one says they are cashing in on their name.
Yes, even movie production companies have a trademark or copyright on their name to secure it so that no one else will use it.
Some drew the black and white bears on their name tags.
"And MBIA and some of the others are operating with a taint on their name".
"If the foreigners don't buy them, it looks bad on their name," she said with a grin.
Perhaps this is not such a surprise when actors trade on their name to get financial backing for their films.
"There are blue-chip architects who get work without competing, on their name alone," Mr. Eisenman said.
The big dance festivals have built themselves into valuable brands, able to sell tickets on their name alone and the immersive audio-visual spectacle they present.
Well-established educational institutions such as MIT, Harvard and Stanford trade on their name and academic credentials, believes Sinan Aral, a professor at MIT's Sloan School of Management.
