How do popular brands ensure that their trademark does not become an unprotectable generic term? By including the generic term or something similar to modify the brand name. More and more brands have added a generic product or category name after their brand name and on packaging.
The first brand to do this extensively was Kleenex®. 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. Many people misuse them to refer to an entire category of goods: All tissues are not Kleenex® brand!
Some brands simply use the term “Brand” after their brand name or trademark for the same purpose. A brand name that becomes generic is less profitable, less valuable, and less protected under the law. Here are a few popular brands that have succeeded with this strategy:
- Frappuccino® Blended Coffee from Starbucks
- Play-Doh® modeling compound
- Poland Spring® brand
