Some brand names become so closely associated with a particular product or service that they eventually enter everyday language as generic terms. This phenomenon, known as “genericization,” or “the transformation of a brand name into a generic term” can be considered the ultimate sign of a brand’s success, but it can also create a legal challenge, as widespread generic use may threaten the company’s trademark protection.
The following examples illustrate this phenomenon:
1. Hoover: The name of the Hoover vacuum cleaner has become a widely used verb in English-speaking countries, particularly in the UK, meaning “to vacuum.” The first commercially successful electric vacuum cleaner was invented by American James Murray Spangler in 1908 and was later manufactured and marketed by Hoover.
2. Xerox: The name of the Xerox document copier has become a verb in English - “to Xerox a document” - meaning to copy or photocopy a document.
3. Google: “Google” has become an official verb in English dictionaries - “to Google something” - meaning to search for information on the internet, even when the person uses a different search engine.
4. Band-Aid: In America, the name is commonly used as a generic term for any adhesive medical bandage, regardless of the manufacturer.
5. Kleenex: The name is widely used as a generic term for facial tissues in many English-speaking countries. 6. Thermos: The name became so widely used as a generic term for an insulated flask that the company lost its U.S. trademark protection in a 1963 court ruling due to the widespread use of the term.
7. Aspirin: Originally an exclusive trademark owned by the German company Bayer, “Aspirin” later became a generic name for the drug in many countries after Bayer lost its trademark rights as part of the reparations imposed on Germany following World War I.
8. Escalator: Originally a trademark of the American company Otis, “Escalator” lost its trademark protection in 1950 and became the generic term for a moving staircase.
9. Trampoline: Originally a registered trademark, “Trampoline” eventually became the generic name for this type of exercise equipment.
10. Jacuzzi: The name became widely used as a generic term for a hot tub or whirlpool bath, although it was originally the surname of the Italian-American family that founded the company.
11. Velcro: The name is sometimes used as a generic term for hook-and-loop fasteners, although the company continues to protect its trademark through humorous public awareness campaigns.
12. Photoshop: The name is sometimes used as a verb - “to Photoshop a picture” - meaning to digitally edit an image.
13. Styrofoam: The name is often mistakenly used as a generic term for any expanded polystyrene foam, even though Styrofoam is a trademark owned by Dow Chemical for a specific type of material.
14. ChapStick: The name has become a near-generic term for lip balm in America.
15. Zipper: Originally a trademark of B.F. Goodrich, “Zipper” has become the generic term for the fastening mechanism used in clothing, bags, and other items.
16. Dumpster: Originally a trademark of Dempster Brothers, “Dumpster” has become a generic term for large waste containers in America.
17. Jet Ski: “Jet Ski” is a trademark of Kawasaki, but the name is sometimes used as a generic term for any personal watercraft of this type.
People also sometimes use the words “Pepsi” or “Cola” to refer broadly to dark-colored carbonated beverages. This phenomenon usually occurs when a company is the first to introduce a completely new product to the market. The public then begins to associate the brand name with the product itself rather than with the general category, especially when there is no common, simple, and easy-to-pronounce generic name available when the product is launched.
By Ahmad alsarraf
email: [email protected]
email: [email protected]
