Brand ‘genericide’: When a brand becomes a victim of its own fame

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The Straits Times 5d ago

Quick Summary:

A company’s trademark can become so popular that it turns into a generic term.

Tupperware could no longer command a premium as it became harder for consumers to distinguish its containers from others, which likely affected Tupperware’s financial stability, said Ms Dorothee Frey, founder and managing director of intellectual property practice IPHub Asia.

A brand name like Grab puts it at a higher risk of being generic, Prof Lau said.