I was reading Uncle John’s Bathroom Reader, namely the Fully Loaded 25th Anniversary Edition, which I was given as a present at Christmas. I came across a list of genericized trademarks, at least according to the book, which also included the name by which the items should be called. Below is the list:
Bubble Wrap – inflated cushioning
Dumpster – front-loader waste container
Chapstick – lip balm
Lava Lamp – liquid motion lamp
Frisbee – flying disc
Hacky Sack – footbag
Jet Ski – personal watercraft
Jacuzzi – whirlpool bath
AstroTurf – artificial turf
JumboTron – large-screen television
Onesie – infant bodysuit
Superglue – cyanoacrylate adhesive
Rollerblades – inline skates
Tivo – digital video recorder
Speedos – swim briefs
Styrofoam – extruded polystyrene foam
I am not certain that each of the trademark owners would agree that its respective mark is indeed generic (e.g. TIVO). In fact, no mark is technically generic until the Trademark Trial and Appeal Board (TTAB) or a court of law, typically a United States Federal Court, has made a finding of genericness (which has undoubtedly happened to some of the above marks). Nonetheless, to me, a mark is subject to genercize after a brand owner has done such an amazing job marketing that consumers recognize it not only as the source of the particular product or service but the product or service itself, regardless of source. Unfortunately, brand recognition can turn into brand destruction.
Given the use of certain items by brand name only, is this list set to grow (e.g. “Google it”, “Do you want to Skype me”, etc.)? Is the list accurate, incomplete, etc.? Let me know your thoughts.
