Why can Shazam be called Captain Marvel?

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Tags

1. #trademark
2. #since
3. #shazam
4. #conflicts
5. #marketed
6. #named
7. #using
8. #version
9. #other
10. #comics
11. #assume
12. #branded
13. #character
14. #characters
15. #marvel
16. #captain
17. #reintroduction
18. #owned