Entrepreneurs always hope that their trademarks are unique, novel, and individual, and preferably can be remembered and deeply remembered by most people. Probably no company wants to see their trademarks become generic. , the phenomenon of becoming a common name for a certain product, but in fact, these companies are experiencing the commonization of trademarks.
Think about Bondi, aspirin and nylon. When you mention these terms, are you talking about a type of product or that company's product? Your competitors are free to borrow the name to promote their products, and since patent law cannot protect an everyday term—not your trademark—this puts your company in a very dangerous position.
This phenomenon is called "genericide", and the simple explanation is "de-trademarking".
Trademark genericization is a form of trademark degradation, which refers to the phenomenon that the distinctive features of a certain trademark logo are weakened and gradually evolve into a common name for goods.
When people jokingly call "Google it", they don't know that it has pushed "Google" into a search abyss of universal significance. Perhaps from someday on, people can't seem to find a word better than "Google". Google" is more suitable to express the search behavior of the Internet.
▲Image source: Google official website
When "Webster's Collegiate Dictionary" included the word "Google" in the dictionary in July 2006, Google began to worry about its trademark rights. As it continues to become famous, it will gradually degrade and fall into the panic of "trademark generalization". In fact, before "Google", there have been many examples of common trademarks, from "zipper" to "nylon", from "Jeep" to "aspirin", and from "xylitol" to "USB". These examples People are constantly warned: Trademark names may face a crisis of trademark generalization in the process of promoting universality.
1. Zipper case
The "zipper" was invented by Whitcomb Judson of Chicago in 1893. It was not named after "zipper" at first, but was called "clasplocker" ". In 1913, Gideon Sundback improved the zipper and renamed it "hookless slide fastener". It wasn't until the 1820s that the American Goodrich Company developed zippered boots and used "Ziperup" in the advertising slogan at the time, and the word "zipper" was officially born.
In 1925, Goodrich Company officially registered the Zipper trademark for its boots and overshoes. However, with the widespread use of the goods, "Zipper" gradually replaced "slidefastener" and became a trademark. Commonly used English vocabulary. When Goodluck realized that "Zipper" was facing a trend of generalization, it filed a complaint to restore the trademark. However, the relevant departments determined that "Zipper" was a "generic name" and was no longer a registered trademark. At this point, the word "Zipper" entered the public domain and became the official name of zipper products.
2. USB flash drive case
From the foreign "zipper" to the domestic "USB flash drive" to the current "Google", these well-known cases at home and abroad Bajie Intellectual Property Brands all experienced "extreme joy and sorrow" in the "trademark commonization", but they faced the tragedy of "burning themselves" after the brand became popular.
Then the question is, how to avoid trademark generalization?
I believe this is definitely not what any entrepreneur wants to see.
1. Choose a more distinctive logo when registering
2. Use: use trademarks correctly and focus on brand diversification construction
3. Rights protection: actively Stop trademark infringement
As for how to avoid trademark generalization, we once had a relatively detailed article "How to protect your trademark from being "de-trademarked"", which we hope will be helpful to you.
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