I have noticed over the last few years that more and more brands have added a generic product or category name following their brand name on packaging for the goods. 

The first brand to my knowledge that did this was Kleenex years ago. Their packaging says “Kleenex brand tissues” to make it clear that Kleenex is not the name for all tissues and to help people avoid using the “Kleenex” name generically.  

These uses are good strategy for big brands risk becoming such a part of the lexicon that the brand shift towards possible genericness and the resulting loss of trademark protection. Some brands, instead of using the generic product category after the trademark use the term “Brand” for the same purpose.

Did you know that Frisbee, Jacuzzi, Jet Ski, Rollerblade, Popsicle are all registered trademarks today? But many people misuse each of them to refer to an entire category of goods. A brand name that becomes generic is less profitable, less valuable and less protected under the law.

Here are some brands that I have noticed using the generic term to make it clear that the brand name is not the generic term:

VIA from Starbucks uses the phrase “ready brew” after the mark

Play-Doh – modeling compound

Poland Spring brand

Deer Park brand

Lysol brand

Over the holidays, I had the opportunity to take my children and their cousins skiing. I have been skier since I was a teenager. Skiing is full of many brands – so much equipment and gear and apparel. The following pictures show some examples of the brands and how they are used. Check out any skier and they are likely using and showing many brand names and logos. And novel uses of where and how to display the marks since skiers are bundled up and layered.

Tip: use of a trademark does not have to be on just a tag or label or traditional location. use the trademark in a way that the users and consumers and see it!