19. GENERICIZATION OF BRANDS: A CURSE OR BLESSING?

Source: chdv1991.wordpress.com

Sometimes brands are so popular that consumers start calling the product by its brand name. This trend is called genericization. Google, Xerox, Zipper, Kerosene and Escalator are all brands have fallen to this trend. According to me, genericization is the epitome of success for any brand. It is a common sign that the brand has been widely accepted by the general public, making it highly recognizable in the market which might signal monopoly in the industry.

Brands believe that when a name enters the general language, it risks losing all its established value and recognition. This happens when consumers use the trademark to represent a wide range of similar products from different companies, which tarnishes a brand’s own identity.  The name is then used to refer to things that are not directly related to it, and eventually diminishing the company’s rights to profit it. Generic brands have serious trouble controlling their trademarks. In a few cases, the brands were forced to give up on their trademark. For example, a legal case in 2921 led to Bayer losing its ‘Aspirin’ trademark. The case paved the way for similar cases, such as that of cellophane.

Brands that were once very highly successful went on to become general names. When it comes down to business, genericization can be a serious concern. Brand dilution issues are also popular. Here I give a list of brands that have fallen victims to the process of genericization:

1)    Zipper: created and trademarked by B.F Goodrich Company for use in rubber boots.

2)    Jet Ski: owned and trademarked by Kawasaki Heavy Industries.

3)    Escalator: Trademarked by Otis back in 1900.

4)    Band Aid: Originally trade marked by Johnson & Johnson in 1920.

5)    Velcro: Trademark of Velcro Industries B.V

6)    Yo-yo: Trademarked by Duncan in 1929

7)    Auto-tune: Name of a popular audio processor by Antares Audio Technologies

8)    Thermos: Trademarked by Thermos, LLC back in 1904

9)    Rollerblade: Owned by Nordica

10) Jacuzzi: Trademarked by the Jacuzzi brothers

Hence while genericization is a sign of success, the generic use of brands should be prevented as much as possible. Today, large number of brands have undertaken campaigns to aware the consumers that their name is a brand, which cannot be applied to similar products by other companies. Maybe, this is the reason why Xerox’s trademark still exists today, while Bayer lost its Aspirin trademark.