The process by which a brand name loses its distinctive identity as a result of being used to refer to any product or service of its kind.
- The act or process of letting a trademark term become so common that the trademark is indefensible.
- The process by which trademark rights are diminished or lost as a result of common use in the marketplace.
Loss of trademark protection that occurs when a specific brand name becomes identified with the entire type of product or service. For example, Xerox was in danger of losing the trademark on its name when “to Xerox” something was equivalent to copying it.
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This glossary post was last updated: 29th March, 2024.
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