Genericisation

Genericisation refers to the process by which a brand name or trademark becomes so widely recognized and used that it effectively becomes a generic term for a particular category of products or services. This phenomenon occurs when consumers perceive the branded product as synonymous with the broader class of goods it represents, rather than as a distinct offering from a specific company. For example, the term "aspirin" was once a registered trademark of Bayer AG, but over time, it became a generic descriptor for acetylsalicylic acid tablets, leading to legal challenges and the loss of exclusivity.

The process of genericisation often arises from successful marketing, widespread adoption, and the absence of strong competition or alternative branding. When a brand achieves dominance in its market, competitors may struggle to differentiate their products, and consumers may default to using the brand name as a shorthand for the entire category. This can erode the original brand’s exclusivity and reduce its ability to command premium pricing.

Legal and business implications of genericisation are significant. Trademark holders may face legal action if consumers no longer associate the brand with a specific source, as this violates trademark law, which requires distinctiveness. Companies often employ strategies such as rebranding, emphasizing unique features, or expanding product lines to combat genericisation. Additionally, genericisation can benefit consumers by increasing competition and potentially lowering prices, though it may diminish the perceived value of the original brand.

The phenomenon is not limited to physical products; it also applies to services, technologies, and even cultural terms. For instance, "Google" has become a verb meaning to search the internet, though the company has attempted to protect its trademark status through legal measures. Genericisation highlights the tension between brand strength and market saturation, influencing how businesses manage their intellectual property and consumer perception.