We give things names so that we can readily identify them. It's obvious that a bike isn't a car. And we can explain that fairly easily. Though not all that efficiently. Realistically,we'd need to explain that a car is powered by an engine and not peddles, and has four wheels instead of two (generally). By giving it a name, or we avoid needless comparing and contrasting.
This is even more indispensable when we're not talking approximately the contrast between a bike and a car,but between different brands of cars. This is of course where trademark has emerged to protect against source confusion -- whether intentional or otherwise.
Where consumers are concerned, however, and there's a compelling argument that a name is most indispensable when its purpose is to distinguish between various products lines offered by the same company. This is not so much an issue of trademark as it is one of internal branding.
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Source: boardingarea.com