وبلاگ در باره Velcro Fights Generic Use of Its Brand Name

Imagine walking into a stationery store and asking for "clear tape" to attach two sheets of paper. If "clear tape" became the universal term for all transparent adhesive strips, would the original brand owner feel concerned? Velcro Companies faces precisely this challenge as it battles to prevent its trademark from becoming the generic term for all hook-and-loop fasteners.

The company has made a formal request asking people to avoid using "Velcro" as a noun or verb. Instead, they suggest using the generic term "hook & loop" to describe the fastening system. This isn't mere corporate pedantry but a serious effort to protect intellectual property rights.

Velcro isn't alone in this struggle. Numerous brands face similar challenges, including Adobe Photoshop (which fights against becoming the generic term for photo editing software), Kleenex (for facial tissues), and Band-Aid (for adhesive bandages). These companies invest significant resources in building brand recognition, making trademark protection crucial.

Velcro Companies emphasizes that "Velcro" should not be used to describe products like "Velcro shoes" or "Velcro wallets" because the term isn't a noun. Grammatically, in such cases, "Velcro" functions as an adjective modifying the product name - similar to how "golf" describes the type of ball in "golf ball."

The correct construction would be "shoes with Velcro brand hook-and-loop fasteners" rather than "Velcro shoes." This distinction helps maintain the brand's trademark status.

Velcro Companies has adopted an innovative approach to trademark education, using humorous videos and campaigns. One animated video depicts the company's legal team "losing" the sound of hook-and-loop fasteners while defending their trademark. This lighthearted method effectively communicates the serious message of brand protection.

When a trademark becomes so commonly used that it replaces the generic term for a product category, it risks "genericide" - losing its protected status. Historical examples include aspirin (originally a Bayer trademark) and thermos (once a registered brand). Such cases demonstrate how valuable trademarks can become generic through common usage.

Companies employ various tactics to prevent trademark dilution:

Trademark Registration: Securing legal rights to brand names and logos.

Usage Monitoring: Tracking how trademarks appear in commerce to identify potential infringement.

Consumer Education: Teaching proper trademark usage through marketing and public relations.

Legal Enforcement: Taking action against unauthorized or improper use.

Several major corporations actively protect their trademarks:

Xerox: Encourages "photocopy" instead of "Xerox" as a verb.

Google: Prefers "search the internet" over "Google it" in formal contexts.

Levi's: Vigorously protects distinctive design elements like back pocket stitching.

Maintaining trademark strength benefits both businesses and consumers. Strong brands represent quality and innovation, while genericide can create marketplace confusion. When trademarks become generic, consumers may struggle to distinguish between original products and imitations.

Velcro Companies' request reflects legitimate concerns about intellectual property protection. By using accurate terminology like "hook-and-loop fasteners," consumers can help preserve brand distinctiveness while maintaining clear communication about products.