Genericisierung

Genericisierung refers to the process by which a brand name becomes so well-known and commonly used that it becomes the generic term for a product or service category. This often happens when a company's product is the first or most dominant in its market, leading consumers to associate the brand name with the product itself rather than just a specific brand.

A classic example of genericisierung is the term "Kleenex" for facial tissues. While Kleenex is a specific brand, many people use the word to refer to any brand of facial tissue. Similarly, "Xerox" was once used generically for photocopying, and "Hoover" for vacuum cleaners in some regions. This phenomenon can be both a testament to a brand's success and a significant challenge for the company, as it can weaken brand identity and make it harder to differentiate their specific product from competitors.

To combat genericisierung, companies often engage in extensive trademark protection efforts, including advertising that emphasizes their brand name and educates consumers about the distinction between the brand and the generic product. Legal battles over trademark infringement are also common when a brand name is perceived to be on the verge of becoming generic. The goal is to maintain exclusive rights to their brand name and prevent competitors from benefiting from their established market recognition.