Genericizing is the process of transforming a specific brand name, product, or service into a general term representing an entire category. This occurs through widespread public use and recognition, where the brand becomes so synonymous with the product type that it supplants the formal, more descriptive terms. Factors contributing to genericization include: strong market dominance, consistent brand messaging, high consumer awareness, and consistent and persistent use of the brand name in common language and use. This can be both a sign of success and a potential trademark issue, as the original brand owner risks losing exclusive rights to their brand name. Legal and marketing teams actively attempt to prevent genericization, though its occurrence indicates a high degree of consumer recognition.
Genericizing meaning with examples
- Kleenex, originally a brand of facial tissue, has become the generic term for all tissues. People often ask for 'a Kleenex' regardless of the actual brand. The company tries to prevent this, using marketing to remind people of the name, though it's an indicator of their success in market dominance.
- Google, initially a search engine, is now often used as a verb to describe searching for information online ('I'll Google that'). This broad usage reflects Google's massive market share and how ingrained it is in daily communication, showing how the brand's functions have been widely genericized into the general vocabulary.
- Aspirin, once a brand name for acetylsalicylic acid, is now used universally to refer to any form of this pain reliever. Bayer, the original manufacturer, lost the trademark rights because the term became so widely used for the product itself, illustrating an example of successful product introduction.
- Xerox, initially a brand of photocopiers, is frequently used to describe the act of photocopying ('Can you Xerox this document?'). The brand became so synonymous with the product's function that it has become common parlance and thus is on its way to being genericized.
- Band-Aid, a brand of adhesive bandages, has become the common term for all adhesive bandages. People ask for a 'Band-Aid', irrespective of brand, which has become an example of a commonly used term, and thus a genericized word for all adhesive bandages.