3. Can a fanciful or arbitrary trademark become a generic term?
Yes. Trademark history is filled with distinctive marks that have become generic over time. Aspirin, cellophane, margarine, videotape, escalator and linoleum are just a few generic terms that started life as fanciful or arbitrary marks.
4. How does a trademark become generic?
Ironically, product popularity and the trademark owner are often the culprits. If a trademark is used properly, it is likely to remain the exclusive property of its owner; however, once improper advertising and labeling start to cause consumers to use the mark as the “name” of the product or service, regardless of the source, the trademark loses its distinctiveness. The term “genericide” is sometimes used to describe the process where the trademark owner actually participates, often unknowingly, in the destruction of the distinctiveness of the trademark.
5. How can a trademark owner prevent a trademark from becoming generic?
There are a few handy rules to remember in protecting a trademark:
Enforce correct grammatical usage. A trademark is meant to be used as an adjective; unfortunately, it is often compromised by being used as a noun or a verb.
Correct usage: “I need a KLEENEX tissue.”
Incorrect usage: “I need a KLEENEX.”
Make sure to use the product’s generic name with the trademark. If the mark is an adjective, the generic name of the product is the noun. The owner should use the generic name of the product in association with the trademark (e.g., APPLE computers, XEROX photocopies, EXXON gasoline). A successful example of warding off trademark genericide is the campaign conducted by Xerox Corporation to encourage users to refer to “photocopying” documents, not “Xeroxing” documents.
Have the trademark stand out from surrounding text. Consumers should be able to easily distinguish between trademark terms and generic product names or descriptive text in product labels or in advertising.
Use a trademark notice. It is important to provide public notice of trademark rights for registered and unregistered marks alike. The use of ® with a registered trademark, and ™ or SM to indicate the significance of a trademark or service mark, respectively, is an effective, but commonly missed, opportunity. (See Marking Requirements (U.S.))
Avoid all variations. Variations on a trademark can signal to the consuming public that improper usage is okay. It is not prudent to allow spelling changes, abbreviations, plurals, or apostrophes with the trademark, or to combine it with other words or marks