Posted by: beckbamberger | April 12, 2012

Apple iPad Becomes “Household Name” Icon

If you were the public relations director for Apple, you should be gleaming right about now.

According to Bulldog Reporter’s Daily Dog: “Apple’s iPad On the Verge Of Rising To Branding’s Highest Honor: The “Household Name” Icon — Like Band-Aid, Kleenex, Google and Very Other Others, “iPad” Poised To Become Synonymous With “Tablet” — For Better Or Worse”

Recently reported by The Washington Times, the idea of being a household name could be seen as either a positive or a negative.

According to the article, “companies trip over themselves to make their brands household names. But only a few brands become so engrained in the lexicon that they’re synonymous with the products themselves. This so-called ‘genericization’ can be both good and bad for companies like Apple, which must balance their desire for brand recognition with their disdain for brand deterioration.

Fewer than 5 percent of U.S. brand names become generic. Those that do typically are inventions or products that improve on what’s already on the market. The brand names then become so popular that they eclipse rivals in sales, market share and in the minds’ of consumers. And then they spread through the English language like the common cold in a small office.”

Now what could go wrong?

“A company’s biggest fear is that their brand name becomes so commonly used to describe a product that a judge rules that it’s too ‘generic’ to be a trademark.”

Previous examples?

“Drug maker Bayer lost trademarks for the names ‘aspirin’ and ‘heroin’ this way in the 1920s. So did B.F. Goodrich, which sued to protect its trademark of ‘zipper’ in the 1920s after the name joined the world of common nouns. Similar cases deemed ‘escalator’ generic in 1950, ‘thermos’ generic in 1963 and ‘yo-yo’ generic in 1965.”

Check out the rest of the article here.

What other brands do you think are on their way to becoming household names?



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