282 SELLING LATIN AMERICA 
acter, the great value of an easily discernible, 
prominent and effective trade-mark becomes 
obvious. As a matter of fact the Indians who 
make up the greater portion of the purchasing 
public of these countries know goods only by 
brands and ask the storekeeper for them by 
their distinguishing names. 
Another feature to be most seriously con 
sidered in selecting a name for your article in 
Latin America is that the Spanish alphabet 
contains no “W.” This letter is formed, when 
it is necessary to use a word employing it, by 
combining two V’s,—thus VV. Even to the 
educated native this letter is unpronounceable. 
It is therefore quite obvious that no word con 
taining it should ever be used for distinguish 
ing any brand. Such a trade mark, for in 
stance, as “White Wings” instead of attracting 
custom, would act otherwise, owing to the ex 
treme sensitiveness of the native in fearing 
criticism in pronouncing the words. 
Once your trade mark is established, no mat 
ter how crude it may be, never change it. I 
know of a firm in Baltimore who formerly