The aim of any marketing strategy is to become popular with the audience and develop brand salience. In some cases of very successful campaigns, the brand becomes so popular that is almost associated with the generic class of that particular product category. People start referring to the brand as an everyday word used in their dictionary. This can be both good and bad for brands – While it increases brand recall, it also becomes fodder for other brands in the category to feed off.
As quoted by Business Insider, Genericization, which is when public associates the brand with the generic class of the product. In simpler words, it is when we begin to refer to a product by a particular brand name.
Generic Trademark, or Genericised Trademark or Proprietary Eponym, is a class of trademark where a brand name, because of its popularity or significance, has become the generic name for, or synonymous with, a general class of product or service, usually against the intentions of the trademark’s holder.
This usually happens when a product or a brand has acquired market dominance or market share that is difficult to beat by competitors. There are multiple reasons for genericization: Unbeatable product quality, first mover or inventor advantage, product durability or brand service.
With a generic trademark, a brand usually loses its exclusivity to the said trademark as competitors begin to use it to market and popularise their similar products. The affected brand has to work sufficiently to protect its intellectual property and generic use of the brand as trademark and dilution issues ensue.
But all said and done, in many ways it is the epitome of success for any marketing campaign for a brand as it means it’s in high demand, highly recognised, accepted by the general public world over and dominates the product market. Here are some of the world’s best brands that have been genericized: