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#801 - 03/21/00 07:59 AM Jell-o, Kleenex, and others
jbutler003 Offline
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 Offline
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 Offline
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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