Google: Testing the Rules?
A highly unusual thing about Google, which according to Brand Finance has now become the world’s most valuable brand (USD109.4-billion), is that it is seemingly able to defy the rule that if your trade mark becomes a verb, you’ve pretty much lost the trade mark because it’s become generic. The technical term here is “genericide”, and words like thermos, aspirin, escalator and linoleum are often cited as examples of trade marks that became generic words, whereas trade marks like Hoover, Xerox, Kleenex and Jacuzzi are often cited as trade marks that need to be careful of suffering a similar fate.
trade mark attorney director head of IP department gscott@ENSafrica.com cell: +27 83 632 1445
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