Branding: Just Ask...

Richard, a Marketing VP in San Diego asks:

"What are your thoughts on when a brand name like Xerox becomes the generic term for photocopying?"

Richard, thanks for asking. That a brand name becomes the category descriptor is a double edged sword. While it is flattering that the brand has such a presence in the market that it becomes the name for the category, this also makes its name much more difficult to protect legally. Also, the brand's points of difference disappear as the category becomes synonymous with the brand. The way to address this is to always say "Kleenex branded facial tissue," "Xerox branded copiers," "Band-Aid branded adhesive bandages," etc. Question 14 in appendix C in Brad's book Brand Aid lists many brands that have become category generic descriptors.

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Comments

[Michelle]

Having the consumer always link your product/product category with your brand is essentially the ultimate goal of any branding campaign. Though there are drawbacks like the ones listed above, the benefits far outweigh the costs. Often, consumers are willing to pay extra for the more popular brand. Thus, having such a high status entitles a brand to charge more for its products.