Typically, Harvard has not registered its trademark in those service fields, and so has no claim, particularly against the many business of Harvard, Mass. using the name of the town for their firms.
But Conners adds that the fact that a company is located in Harvard, Mass. does not give them an unassailable right to use the name Harvard.
For example, an aspiring entrepreneur wishing to start a college in Harvard, Mass. could not name the university "Harvard." That name is taken.
Ultimately, Fineberg emphasizes that the new name policy--sparked by the progress of information technology--will continue to evolve.
"over time we'll have the accumulation of case experience which will help to clarify [the policy[," he says.
"We don't think it's carved in stone for all time," Fineberg says. "It's a living policy.