All of us in the identity business have problems with definitions. Please don’t make matters worse by introducing “marque” as a substitute for “mark” (Comment, DW 28 November).
Mark is, as yet, crystal clear. The word marque has been most frequently used in relation to cars, where it conveniently bracketed name, style and values. Let it stay there, so that we don’t home-grow our own jargon.
Henrion, Ludlow & Schmidt