A recent article by BBC’s Simon Tulett discusses the danger what he calls “genericide”. He explains trademarks can lose distinctiveness when brand or product names pass into everyday language.

“Cue rival businesses, circling the exposed brand and swooping to attach its powerful name to their own products. And if they can convince intellectual property judges that they are entitled to use it because it's now an everyday word, that trademark is dead and buried.”

Hoover, Jacuzzi, Frisbee, Escalator, Yo-Yo, Thermos and Aspirin have all forfeited exclusivity by becoming generic definitions. Tiffany is currently struggling in court to protect its classic engagement ring setting while Google is alert to the danger of its brand name being used as a verb. Defending intellectual property is vital, including global domain name protection which is one of our key services.