Turning a product into a household name is the stuff of corporate dreams. Isn’t it?

Not necessarily.

Think Hoover, Jacuzzi, Frisbee.

When was the last time you “vacuum-cleanered” the front room, took a dip in a “whirlpool bath”, or played in the park with your “flying disc”?

It may seem like a fairly innocuous linguistic slip to confuse brand and product – indeed, you might think it a compliment to the company behind such a successful name – but it could be the sign of a brand in its death throes.

If consumers understand the trademark to be the name of the product itself, as opposed to identifying its exclusive source, that trademark loses its distinctiveness.


keep reading at http://www.bbc.com/news/business-27026704




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