The formal scientific name of a cultivar, like "Solanum tuberosum" ‘King Edward’, is a way of uniquely designating a particular kind of plant. This scientific name is in the public domain and cannot be legally protected. Plant retailers wish to maximize their share of the market and one way of doing this is to replace the cumbersome Latin scientific names on plant labels in retail outlets with appealing marketing names that are easy to use, pronounce, and remember. Marketing names lie outside the scope of the "Cultivated Plant Code" which refers to them as "trade designations". If a retailer or wholesaler has the sole legal rights to a marketing name then that may offer a sales advantage. Plants protected by plant breeders' rights (PBR) may have a "true" cultivar name – the recognized scientific name in the public domain – and a "commercial synonym" – an additional marketing name that is legally protected. An example would be "Rosa" = 'Poulmax', in which "Rosa" is the genus, is the trade designation, and ‘Poulmax’ is scientific cultivar name.