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Verb it up? Why becoming generic might be good for a trade mark

By Johanna Gibson, David Pearce, Jeremy Phillips and Ilanah Simon.

Have we not always learned that becoming "generic" is one of the worst things that can ever happen to a trade mark?

Well, think again...! While it is still a sensible strategy to advise trade mark owners how to prevent their trade mark from becoming generic, it appears that some businesses are changing their mind regarding this point and actually appear to like the idea of trade marks that can be "verbed up". At least, this is what Noam Cohen argues in this week's The New York Times' article "The Power of the Brand as Verb ". A quick and interesting read.

Picture from zazzle.com

Thanks go to Markenblog.de for alerting the IPKat to this article. After reading the article, Merpel wonders whether it is a good or bad thing that the term "IPKat" does not necessarily lend itself to genericism...

Full post as published by IPKat on July 21, 2009 (boomark / email).