The Power of Becoming a Generic Trademark: When Brands Become Synonymous with Products

In the world of branding, the ultimate goal is often to create a recognizable and enduring name. But what happens when a brand becomes too successful? A select few companies have achieved a unique status where their brand name becomes the generic term for an entire product category – a phenomenon known as becoming a “deonym.” This isn’t always a marketing win, despite appearances. Examples include Tempo, Zewa, Edding, and even Google, illustrating how a brand can transcend its origins to define a product type itself.

What is a Deonym?

The term “deonym” originates from the Greek word “onyma,” meaning “name.” It refers to a brand or product name that becomes so widely used that it’s adopted as a generic synonym for the product itself. While seemingly a sign of market dominance, this can present challenges for the brand owner. Essentially, a deonym has achieved perfect market penetration, becoming a default descriptor in everyday language.

Examples of Deonymy in Action

Several brands have successfully – and sometimes unintentionally – become deonyms:

• Google: The act of searching for information online is often referred to as “googling,” even though Google is just one of many search engines.
• Tempo & Zewa: In Germany, these brands are commonly used to refer to paper towels or tissues, regardless of the actual manufacturer.
• Tesa: This brand name is frequently used to describe any transparent adhesive tape.
• Edding: Often used as a generic term for any thick felt-tip marker. The name “Edding” is even recognized in the German dictionary, the Duden, as defining this type of pen.
• Fön: The German word for hair dryer, derived from the brand name Fön.
• Tipp-Ex: Commonly used for correction fluid.

The History of Edding: A Case Study

Edding’s journey began in Hamburg, Germany, in 1960, founded by Carl-Wilhelm Edding and Volker Detlef Ledermann with just 500 marks of start-up capital. Within ten years, the company had sold nearly 100 million felt-tip and fiber pens worldwide. Edding’s success lies in its continuous innovation, expanding its product line to include markers for various surfaces and purposes, from CDs to fabric. The brand even went public in 1986, though the founders later experienced personal challenges, with Carl-Wilhelm Edding stepping down due to burnout.

The Double-Edged Sword of Deonymy

While becoming a deonym might seem like the ultimate marketing victory, it’s a complex situation. On one hand, it signifies widespread brand recognition and market dominance. It can dilute the brand’s distinctiveness and potentially lead consumers to choose cheaper alternatives without necessarily thinking of the original brand. Companies with deonymic status must actively work to maintain brand awareness and differentiate themselves from generic competitors.