Definition
A brand that escapes parity by taking ownership of the category's nomenclature: its name becomes the generic term used to name the product. E.g.: Kleenex (tissues), Google (search), Velcro (hook-and-loop fastener). Risk: if it becomes too generic, it may lose trademark protection.
Relationships
Concepts linked to this one by a real relationship in the glossary. Hover over each one to see why it's related.