The Scarcliff Dictionary of Branding » G http://www.scarcliffdictionary.com Thu, 22 Jul 2010 23:15:12 +0000 en hourly 1 http://wordpress.org/?v=3.0 generic descriptor http://www.scarcliffdictionary.com/2010/07/generic-descriptor/ http://www.scarcliffdictionary.com/2010/07/generic-descriptor/#comments Thu, 22 Jul 2010 23:02:58 +0000 Troy http://www.scarcliffdictionary.com/?p=648 Definition | Meaning

  1. A simple, descriptive word with distinct meaning, that can be translated simply into regional languages.

Example | Illustration

Etymology | Origin

Compare | See

]]> http://www.scarcliffdictionary.com/2010/07/generic-descriptor/feed/ 0 gynonym http://www.scarcliffdictionary.com/2007/12/gynonym/ http://www.scarcliffdictionary.com/2007/12/gynonym/#comments Sat, 29 Dec 2007 17:11:12 +0000 Brent http://www.scarcliff.com/dictionary/2007/12/gynonym/ Definition | Meaning

  1. a name with a distinctively feminine tonality

Example | Illustration

  • Gillette Venus razor

Compare | See

  • andronym
]]> http://www.scarcliffdictionary.com/2007/12/gynonym/feed/ 0 gerund http://www.scarcliffdictionary.com/2007/12/gerund/ http://www.scarcliffdictionary.com/2007/12/gerund/#comments Sat, 29 Dec 2007 17:10:31 +0000 Brent http://www.scarcliff.com/dictionary/2007/12/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
]]> http://www.scarcliffdictionary.com/2007/12/gerund/feed/ 0 genericide http://www.scarcliffdictionary.com/2007/12/genericide/ http://www.scarcliffdictionary.com/2007/12/genericide/#comments Sat, 29 Dec 2007 17:10:01 +0000 Brent http://www.scarcliff.com/dictionary/2007/12/genericide/ Continue reading →]]> Defintion | Meaning

  1. 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.
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