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Joined: Mar 2000
Posts: 4
stranger
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OP
stranger
Joined: Mar 2000
Posts: 4 |
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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Joined: Mar 2000
Posts: 23
stranger
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stranger
Joined: Mar 2000
Posts: 23 |
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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Joined: Mar 2000
Posts: 4
stranger
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OP
stranger
Joined: Mar 2000
Posts: 4 |
I think that is the word I was looking for.
Thanks,
Jay
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