Q. Our (I believe overzealous) rights manager has decreed that when trademarked terms are used in running text in our fiction and nonfiction books, they must be written in all caps, since this is what the International Trademark Association recommends. I argue that Chicago allows trademarks (used only when a generic term cannot be substituted) to be initial-capped only.
A. INTA in fact allows initial caps (see “Trademark Basics” at http://www.inta.org/). Not only does it look suspicious to use all caps (readers will assume you are promoting the product), but it’s not always feasible to research and duplicate all the typographic variations that trademarked names involve. Chicago prefers initial caps.