Jell-o, Kleenex, and others

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#801 - 03/21/00 07:59 AM Jell-o, Kleenex, and others
jbutler003 stranger Registered: 03/15/00 Posts: 4 Loc: Philadelphia, PA, USA	Years ago, I came across a word that referred to the process of using a formal name (like a brand name) in place of or interchangeably with the actual term. For example, Jell-o instead of gelatin or Kleenex instead of tissue. Having worked for Scott Paper company, we were especially sensitive to the latter. --Jay
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#802 - 03/21/00 03:47 PM Re: Jell-o, Kleenex, and others
cadaver stranger Registered: 03/17/00 Posts: 23 Loc: Ohio USA	On Branding Q: Is there a term describing words such as cellophane and thermos that were formerly trademarks but now have a generic meaning? A: The process of a word going from brand to generic is called generification; and the legal term for this process is genericide. It is an apt term because despite the sentiment that 'imitation is the highest form of compliment,' if a trademark becomes generic, a company's branding power is lost — which is the reason that Xerox, Kleenex, Dixie cup are not generics; their parent companies fight this trend fiercely.
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#803 - 03/22/00 01:17 AM Re: Jell-o, Kleenex, and others
jbutler003 stranger Registered: 03/15/00 Posts: 4 Loc: Philadelphia, PA, USA	I think that is the word I was looking for. Thanks, Jay
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