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A cost effective way to protect against genericide

“We’re a company that’s so successful and everywhere you go, you see a scratchy, hairy fastener and you say…

Hey, that’s Velcro.”

So begins the video the Velcro company released end of 2017. They attempt to protect their brand against genericide by releasing the video in which they ask the public "to stop saying “Velcro” and start instead saying “hook and loop.”

Changelog 2020-05-25

Analysing whether a certain trademark has become a genericised trademark is incredibly difficult.

One of the ways to help this analysis, is media usage. How is the brand name used in different media?

Link to newspapers

Today we added a new possibility to our website. It is now possible to link a trademark in our database to a mention in a newspaper. Look on the entry page "Astroturf" for an example (box on the top right).


Impact of COVID-19 on trademark behaviour

Genericide is somethings described as brands being destroyed by their own success.

Several brands haven been very succesfull during the Corona crisis. Are they risking "to be destroyed"? Let us find out


Let us look into a first example, zoom, an online videoconferencing tool. The use has skyrocketed despite some privacy concerns, and many people and families are setting up "zoom calls". There is the concept of zoombombing, in which an intruder joins an ongoing call to wreak havoc.


Changelog 2020-03-11

The degree of distinctiveness exhibited by a trademark affects its eligibility to enforce it. In the US, distinctiveness is typically classified into four categories enumerated by the Second Circuit in Abercrombie and Fitch Co. v. Hunting World. Other legislators have followed the Abercrombie framework from that case, so it is interesting to add this to our database.