Grammar Girl here, a former contestant on the reality show The Apprentice started a business

last August and named it Baker's Toolkit.

But wait, is that Baker apostrophe S Toolkit?

Baker's apostrophe?

Toolkit or just Baker's Toolkit with no apostrophe?

Louise Azzisman, the businesswoman, didn't know and asked for advice on Twitter and boy

did she get it.

One of my Twitter followers asked me about this story last week, so on this episode

we're going to talk about apostrophes, plural nouns, and brand names.

So what do the rules of English grammar and punctuation say about Baker's Toolkit?

It depends on the meaning that Azzisman intended.

Are we talking about a hypothetical generic Baker and every Baker who could use this Toolkit?

In that case, Baker's is the possessive form of the singular noun Baker, so it should

be spelled B-A-K-E-R-A-Postrophe S.

Alternatively, are we talking about all Baker's, or at least Baker's in general, who could

use this Toolkit?

In that case, we want the possessive form of the plural noun Baker's, which is spelled

B-A-K-E-R-S-A-Postrophe.

Azzisman, however, took the third option, having no apostrophe at all, and her followers

went bonkers.

The main reason she did it is probably because omitting the apostrophe makes for more convenient

web addresses and hashtags on social media.

...