When Brands Become Generic: Common Product Names That Mask Hidden Trademarks

Many of us use certain product names interchangeably across multiple brands, often without realizing they are actually trademarks owned by specific companies. This practice has led to the genericization of these brand names, a phenomenon that affects everything from cleaning products to entertainment accessories. Let's delve into some of these common product names that are actually brand names and the brands behind them.

Understanding Brand Name Genericization

Generic trademark, or genericized trademark, refers to a brand name that a company creates, but over time, it becomes so widely used to refer to a general category of products that the original brand name loses its distinctive character. Essentially, the generic name becomes interchangeable with the product category itself. Here are some examples of such genericized trade names:

Aspirin

In the United States, "aspirin" is a genericized trademark. Originally created by Bayer in 1899, aspirin became widely accepted and used to refer to a general pain-relieving and fever-reducing drug. Outside the U.S., however, aspirin remains a brand name owned by Bayer HealthCare LLC.

Kleenex

Kleenex is a well-known brand name owned by Johnson Johnson, yet it is so widely used to refer to facial tissue that it has become a household term. Other brand names that have been affected by genericization include Xerox, which refers to copying machines, and Band-Aid, which refers to adhesive bandages. Another intriguing example is Dumpster, which originated as a trademark owned by Dempster Brothers Inc. and now refers to any large outdoor trash container.

Bar Chocolates - Cadbury

Even confectionery items like chocolate bars can fall into this category. In the 1960s, the brand "Cadbury" became so well-known that people stopped specifying the brand and began referring to all chocolate bars collectively as "Cadbury." This trend is not unique to chocolate; it can be observed in other categories as well. For example, many people may call a popular cleaning powder soap "SURF," even if they are using a different brand.

Hoover - Vacuum Cleaners

A notable example is Hoover, a brand name owned by Hoover plc, a British company that has been operating since 1913. Due to its widespread usage, "hoover" has become the generic term for vacuum cleaners in many parts of the world. This is exemplified by the common phrase "I need to hoover the carpet," where "hoover" is used as a synonym for "vacuum."

The Heeley Double Lever Corkscrew

Lastly, it's worth mentioning the Heeley Double Lever Corkscrew. This tool, invented in 1930, has become an iconic piece of household equipment. Originally, it was called the "Heeley Double Lever Ear-Saving Corkscrew," but over time, it became simply "Heeley" in common usage, even though the term is no longer officially used.

Conclusion

These examples illustrate how brand names can become so ingrained in daily language that they cease to be recognized as trademarks. It serves as a reminder of the power of marketing and the importance of continued brand management for companies to maintain their trademark rights. Understanding the difference between brand names and generic terms is crucial for both consumers and businesses in our ever-evolving language landscape.