Retain internal capitalization for trademark names that use bicapitalization, or intercaps, in which one or more letters within names are capitalized in addition to the names' first letter (eg, ScienceDirect and AstraZeneca). However, convert trademark names to conventional capitalization when they use all capital or all lowercase letters. / House of Science not HOUSE OF SCIENCE; Alzheimer's Association not alzheimer's association
Source: wiktionary