What do you call these products?
Once you look at the following pictures, easily you will be able to identify them, but are these really what they are called?
There is a term called “Generic Trademark” or “proprietary eponym”, it means that the brand name or the trademark has been generalized to become the name of the product or service itself.
Across the world we can see numerous of brands which were officially generalized, did you notice this in Egypt? Egypt is a special case as the brand itself may not be officially generalized but people do generalize it. Did you notice that?
- Pampers or Diapers?
They are not just Pampers, you have Pampers, Molfix, Fine Baby … etc.
- Chipsy or Potato chips?
It’s doubted if you didn’t hear, “Hatli Chipsy Crunchy kebab ma3ak.” Chipsy is Chipsy, Crunchy is Crunchy and there are many other potato chips’ brands here in Egypt.
- Indomie or Instant noodles?
By the way, Indomie is not playing alone in this market.
- Kleenex or tissues?
Kleenex is a well-known tissues brand but they are tissues not Kleenex.
- Jeep or Sport Utility Vehicle (4×4)?
Many famous brands manufacture Sport utility vehicle with great extraordinary features and performance, Jeep is one of them.
- Some people are still generalizing brands when they are not officially generalized, some people call any black soda drink Pepsi and any coffee beans are Nescafe.Generic trademarks are not an Egyptian’s phenomena but an international one. We Egyptians have received some products after their generalization.
- The Jacuzzi is supposed to be called “Hot Hub”, the Company itself was called Jacuzzi, they introduced it in 1965 and people perceived it as Jacuzzi not hot tub, and they also manufactures Toilets and showers.
Generic trademarks are not considered a marketing failure but some kind of success with restrictions but it will vanish by time. Having your brand generalized to become the product’s name is a success guarantee that you grabbed attention but it will lock your company within this product area, hide your other products and it will change by time.