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#801 - 03/21/00 12:59 PM Jell-o, Kleenex, and others  
Joined: Mar 2000
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jbutler003 Offline
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jbutler003  Offline
stranger

Joined: Mar 2000
Posts: 4
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


#802 - 03/21/00 08:47 PM Re: Jell-o, Kleenex, and others  
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cadaver Offline
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cadaver  Offline
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Joined: Mar 2000
Posts: 23
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.



#803 - 03/22/00 06:17 AM Re: Jell-o, Kleenex, and others  
Joined: Mar 2000
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jbutler003 Offline
stranger
jbutler003  Offline
stranger

Joined: Mar 2000
Posts: 4
Philadelphia, PA, USA
I think that is the word I was looking for.

Thanks,
Jay



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