This did raise an issue for how the character is supposed to refer to himself anytime he says his name he would transform into his Billy Batson form and reveal his identity, recently DC Comics had his superhero name in its universe simply be The Captain.
Yet in 2011 with the New 52 relaunch of the comics, they dropped Captain Marvel entirely, and just went by Shazam. However, in order to maintain the copyright on the Captain Marvel name, Marvel Comics would need to publish a Captain Marvel title periodically every few years, which resulted in many characters taking on the mantle of Captain Marvel in an attempt to make the character popular. The character was a part of many major Marvel Comics storylines but never broke out in popularity the way many other Marvel characters did. The first Marvel hero to take on the mantle was Captain Mar-Vell, an alien soldier of the Kree Empire who turned against his people and became a superhero.
By the late 1960s, Marvel Comics acquired the name Captain Marvel, as they clearly wanted to have a superhero with the company's name in it. In 1961, Timely Comics had been rebranded Marvel Comics and started its historic run introducing popular characters like The Fantastic Four, The Incredible Hulk, Spider-Man, The X-Men, Iron Man, Thor, Daredevil, The Avengers, and many more. After Fawcett Comics stopped publishing Captain Marvel comics in 1953, the trademark eventually went up for grabs.
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