An intangible reward for businesses once they generate "name recognition" and establish public confidence in their goods or services. When this happens, consumers want to return to that business for repeat purchases. Thus, as goodwill increases, so does demand, and the business can then raise its prices in accordance. Without trademarks, most businesses would be unable to establish goodwill because their customers would have no way of recognizing their products or services. Erosion of goodwill occurs when consumer confusion exists as to a product's source. Thus, protection of goodwill is one of the primary purposes of trademark law, and is highly guarded.