Definition | Meaning:
- The non-proprietary words which define a brand’s category.
Tag Archives: G
gynonym
Definition | Meaning
- a name with a distinctively feminine tonality
Example | Illustration
- Gillette Venus razor
Compare | See
- andronym
gerund
Definition | Meaning
- In English, the verbal form ending in ‘-ing’, conveying the meaning of the verb but used as a noun.
Example | Illustration
- Martha Stewart Living magazine
genericide
Defintion | Meaning
- The process by which a trademark becomes synonymous with its associated category, to the point it may cease to be legally protectable.
Example | Illustration
- Google brand search engine > ‘to google’
- Rollerblade brand inline skates > ‘to rollerblade’
- Xerox brand photocopier > ‘to xerox’
Note
- To a trademark attorney, genericide is a major headache, but, to a marketing professional, it can be the classic good problem to have. It means that your offering is dominating its category, and you must pair your brand name with an existing or new category descriptor.