{"id":3079,"date":"2022-03-02T10:00:26","date_gmt":"2022-03-02T10:00:26","guid":{"rendered":"https:\/\/scoreindia.org\/blog\/?p=3079"},"modified":"2022-02-28T09:36:05","modified_gmt":"2022-02-28T09:36:05","slug":"genericization-of-a-brand-a-curse-or-blessing","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/genericization-of-a-brand-a-curse-or-blessing\/","title":{"rendered":"Genericization of a Brand : A Curse or Blessing?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/scoreindia.org\/blog\/genericization-of-a-brand-a-curse-or-blessing\/#_What_is_the_genericization_of_a_brand\" >\u00a0What is the genericization of a brand?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/scoreindia.org\/blog\/genericization-of-a-brand-a-curse-or-blessing\/#Genericization_of_a_Brand_Name_%E2%80%93_A_list_of_brands_that_have_fallen_victims_to_the_process_of_genericization\" >Genericization of a Brand Name &#8211;\u00a0 A list of brands that have fallen victims to the process of genericization<\/a><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/scoreindia.org\/blog\/genericization-of-a-brand-a-curse-or-blessing\/#Interesting_Reading_5_Ways_to_Create_Great_Content_for_Public_Relations\" >Interesting Reading:\u00a05 Ways to Create Great Content for Public Relations<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h4 class=\"post-header\"><span class=\"ez-toc-section\" id=\"_What_is_the_genericization_of_a_brand\"><\/span>\u00a0What is the genericization of a brand?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<div class=\"post-body-container\">\n<div id=\"post-body-303247741402061203\" class=\"post-body entry-content float-container\">\n<div dir=\"ltr\">\n<div>Sometimes brands are so popular that consumers start calling the product by its brand name. This trend is called the genericization of a brand. The brands that have fallen to this trend are Google, Xerox, Zipper, Kerosene, and Escalator. According to me, the genericization of a brand 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.<\/div>\n<div><\/div>\n<div>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\u2019s own identity.\u00a0\u00a0The name is then used to refer to things that are not directly related to it, eventually diminishing the company\u2019s 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 \u2018Aspirin\u2019 trademark. The case paved the way for similar cases, such as that of cellophane.<\/div>\n<div>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.<\/div>\n<h4><span class=\"ez-toc-section\" id=\"Genericization_of_a_Brand_Name_%E2%80%93_A_list_of_brands_that_have_fallen_victims_to_the_process_of_genericization\"><\/span>Genericization of a Brand Name &#8211;\u00a0 A list of brands that have fallen victims to the process of genericization<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<div>1)\u00a0\u00a0\u00a0\u00a0Zipper: created and trademarked by B.F Goodrich Company for use in rubber boots.<\/div>\n<div>2)\u00a0\u00a0\u00a0\u00a0Jet Ski: owned and trademarked by Kawasaki Heavy Industries.<\/div>\n<div>3)\u00a0\u00a0\u00a0\u00a0Escalator: Trademarked by Otis back in 1900.<\/div>\n<div>4)\u00a0\u00a0\u00a0\u00a0Band-Aid: Originally trademarked by Johnson &amp; Johnson in 1920.<\/div>\n<div>5)\u00a0\u00a0\u00a0\u00a0Velcro: Trademark of Velcro Industries B.V<\/div>\n<div>6)\u00a0\u00a0\u00a0\u00a0Yo-yo: Trademarked by Duncan in 1929<\/div>\n<div>7)\u00a0\u00a0\u00a0\u00a0Auto-tune: Name of a popular audio processor by Antares Audio Technologies<\/div>\n<div>8)\u00a0\u00a0\u00a0\u00a0Thermos: Trademarked by Thermos, LLC back in 1904<\/div>\n<div>9)\u00a0\u00a0\u00a0\u00a0Rollerblade: Owned by Nordica<\/div>\n<div>10)\u00a0 Jacuzzi: Trademarked by the Jacuzzi brothers<\/div>\n<div><\/div>\n<\/div>\n<\/div>\n<h5><span class=\"ez-toc-section\" id=\"Interesting_Reading_5_Ways_to_Create_Great_Content_for_Public_Relations\"><\/span><em>Interesting Reading:\u00a0<a href=\"https:\/\/scoreindia.org\/blog\/great-content-public-relations\/\">5 Ways to Create Great Content for Public Relations<\/a><\/em><span class=\"ez-toc-section-end\"><\/span><\/h5>\n<div id=\"post-body-303247741402061203\" class=\"post-body entry-content float-container\">\n<div dir=\"ltr\">\n<div><\/div>\n<div>Hence while the genericization of a brand is a sign of success, the generic use of brands should be prevented as much as possible. Today, a large number of brands have undertaken campaigns to aware consumers that their name is a brand, which cannot be applied to similar products by other companies. Maybe, this is the reason why Xerox\u2019s trademark still exists today, while Bayer lost its Aspirin trademark.<\/div>\n<div><\/div>\n<div>&#8211;<strong>Dikshita<\/strong><\/div>\n<div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-3073 lazyload\" data-src=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150.png\" alt=\"\" width=\"150\" height=\"150\" data-srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150.png 150w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-146x146.png 146w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-50x50.png 50w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-75x75.png 75w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-85x85.png 85w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-80x80.png 80w\" data-sizes=\"(max-width: 150px) 100vw, 150px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-3073\" src=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150.png\" alt=\"\" width=\"150\" height=\"150\" srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150.png 150w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-146x146.png 146w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-50x50.png 50w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-75x75.png 75w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-85x85.png 85w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-80x80.png 80w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/noscript><strong>Dikshita<\/strong> is a part of the Class of 2020 of PG Programme in PR and Corporate Communications at SCoRe, Mumbai. Hailing from Golaghat, Assam the idea of communication has always intrigued her. After her education in International Studies, she chose to pursue Public Relations. She is a team player and an active learner.<\/p>\n<p>She can be reached at\u00a0@Dikshita__\u00a0on Twitter and as\u00a0Dikshita Kaiushik\u00a0on LinkedIn<\/p>\n<\/div>\n<div><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":3960,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3079","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Genericization of a Brand : Is it a Curse or Blessing?<\/title>\n<meta name=\"description\" content=\"Sometimes brands are so popular that consumers start calling the product by its brand name. 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