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Saksham
Ā ā¢Ā
BebyondĀ ā¢Ā 8m
Attention Brand Owners!! Running a Legal x Branding Agency, I recently had an interesting conversation with a client. She mentioned wanting people to ask for her brand name when buying any product in her category, irrespective of what brand they buy! My response? "If you love your brand, don't wish for that!" Here's why: When your brand name becomes synonymous with an entire product category, you risk losing your trademark. It's called "genericide," and it's a real threat to your brand's identity and legal protection. Let's look at some iconic examples: 1. Xerox: Fought hard to prevent "xerox" from becoming a verb for photocopying. 2. Band-Aid: Changed their jingle to emphasize "Band-Aid brand" instead of just "Band-Aid". 3. Google: Actively discourages using "google" as a verb. 4. VELCROĀ®: Launched a viral campaign educating people to say "hook and loop" instead of their brand name. 5. Chyawanprash: In India, Dabur now markets it as "Dabur Chyawanprash" to maintain brand association. Protect your trademark by: ā Using Ā® or ā¢ symbols ā Creating brand guidelines ā Enforcing proper usage in media ā Educating your customers ā Taking legal action when necessary Remember, your goal should be brand recognition, not brand genericide. You want consumers to ask for your brand because it's the best, not because they think it's the only option!
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