Brand Names That Became Generic Terms_ Xerox, Kleenex, and Band-Aid

Brand Names That Became Generic Terms: Xerox, Kleenex, and Band-Aid

Xerox, Kleenex, and Band-Aid are prime examples of brand names that have become so ubiquitous in everyday language that they're often used as generic terms for the products they represent. This phenomenon, known as ”genericide” in trademark law, occurs when a trademarked name becomes so commonly used that it begins to function as a general name for a type of product or service, rather than a specific brand.

Xerox, originally trademarked by the Xerox Corporation in 1948, quickly became synonymous with photocopying. The company's innovative xerography technology revolutionized document reproduction, and ”xeroxing” became a verb meaning to photocopy, regardless of the machine's brand. Xerox has fought hard to maintain its trademark, even running advertising campaigns urging people to use ”photocopy” instead of ”xerox” as a verb.

Kleenex, a brand of facial tissues first introduced by Kimberly-Clark in 1924, has become a generic term for any facial tissue in many parts of the world. Originally marketed as a cold cream or makeup remover, Kleenex found its niche as a disposable handkerchief during the 1930s influenza epidemic. The brand's success led to its name becoming interchangeable with the product category itself.

Band-Aid, a trademark of Johnson & Johnson since 1924, has become a generic term for any adhesive bandage. The product was invented by an employee of Johnson & Johnson, Earle Dickson, for his wife who frequently cut and burned herself while cooking. The convenience and effectiveness of Band-Aids led to their widespread adoption, and the brand name quickly became synonymous with the product.

The success of these brands has led to a double-edged sword for their parent companies. On one hand, the ubiquity of the brand name indicates market dominance and strong brand recognition. On the other hand, it puts the trademark at risk of becoming genericized, potentially losing its protected status.

Companies employ various strategies to protect their trademarks from genericide. These include consistently using the trademark as an adjective rather than a noun or verb (e.g., ”Xerox copier” instead of just ”Xerox”), using the ? symbol to denote registered trademark status, and actively encouraging the use of generic terms instead of the brand name when referring to the general product category.

The genericization of these brand names reflects their significant impact on consumer culture and everyday life. Xerox revolutionized office work, Kleenex changed personal hygiene habits, and Band-Aid became a household essential for minor injuries. Their integration into common language speaks to the products' innovation and the strong associations consumers have formed with these brands.

However, this linguistic evolution also presents challenges in international markets and trademark law. In some countries, these brand names may not have the same generic connotations, leading to potential confusion or miscommunication. Additionally, if a court determines that a trademark has become generic, the company could lose its exclusive rights to the name, potentially impacting their market position and brand value.

The phenomenon of brand names becoming generic terms is not limited to Xerox, Kleenex, and Band-Aid. Other examples include Aspirin (originally a Bayer trademark), Escalator (once trademarked by Otis Elevator Company), and Thermos (formerly a trademark of Thermos GmbH). These cases serve as cautionary tales for companies about the importance of trademark protection and the potential consequences of a brand becoming too successful.

In conclusion, the stories of Xerox, Kleenex, and Band-Aid illustrate the complex relationship between brand success and trademark protection.