How brands can avoid becoming victims of own fame
The Straits Times|November 11, 2024
Businesses should prioritise branding efforts to avoid 'genericide', say experts
- Zenith Wong
How brands can avoid becoming victims of own fame

Brands can be victims of their own fame, as the line between becoming a household name and losing the exclusive rights to that name is a fine one.

In a phenomenon called "genericide", a company's trademark can become so popular that it turns into a generic term for a service or product, with the company losing its ability to differentiate its products from that of its competitors, leading to a loss of market share.

The term was coined in the 1970s by the then executive director of the US Trademark Association, Ms Dorothy Fey.

Businesses would do well to prioritise their branding efforts, said experts to The Straits Times.

Genericide may have had a hand in Tupperware's descent into bankruptcy, as the name of the American food container company came to be synonymous with all such products.

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.

When the word Tupperware could be used to describe containers from other brands, consumers no longer associated it with the original brand's products.

This made them more likely to buy alternatives, which are often cheaper, and Tupperware could no longer charge a premium for its branding and reputation for higher-quality products.

Genericide can cause a situation akin to the market being full of counterfeits of one company's product, said associate professor of marketing at the Singapore University of Social Sciences Lau Kong Cheen.

この蚘事は The Straits Times の November 11, 2024 版に掲茉されおいたす。

7 日間の Magzter GOLD 無料トラむアルを開始しお、䜕千もの厳遞されたプレミアム ストヌリヌ、9,000 以䞊の雑誌や新聞にアクセスしおください。

この蚘事は The Straits Times の November 11, 2024 版に掲茉されおいたす。

7 日間の Magzter GOLD 無料トラむアルを開始しお、䜕千もの厳遞されたプレミアム ストヌリヌ、9,000 以䞊の雑誌や新聞にアクセスしおください。

THE STRAITS TIMESのその他の蚘事すべお衚瀺
BACKFLIPPING THEIR WAY TO EQUALITY
The Straits Times

BACKFLIPPING THEIR WAY TO EQUALITY

The women were competing, finally, at Red Bull Rampage in Virgin, Utah, considered the biggest and gnarliest mountain bike competition in the world.

time-read
2 分  |
November 14, 2024
The Straits Times

Biden meets Trump at White House for transition talks

President Joe Biden hosted President-elect Donald Trump at the White House on Nov 13 in a meeting designed to demonstrate a smooth transition between administrations, even though Trump's team has yet to sign documents to start the handover process.

time-read
2 分  |
November 14, 2024
The Straits Times

Song Jae-rim made debut with K-drama The Moon Embracing The Sun

South Korean actor Song Jae-rim, who acted in blockbuster television dramas, including The Moon Embracing The Sun (2012), died on Nov 12 at the age of 39.

time-read
1 min  |
November 14, 2024
UK writer Samantha Harvey wins with space novel Orbital
The Straits Times

UK writer Samantha Harvey wins with space novel Orbital

British writer Samantha Harvey (right) won the prestigious Booker Prize on Nov 12 for her short novel following six astronauts as they contemplate Earth from the International Space Station.

time-read
1 min  |
November 14, 2024
Singer Penny Tai has vertigo, but still game to put on concert
The Straits Times

Singer Penny Tai has vertigo, but still game to put on concert

Malaysian singer Penny Tai has said a health issue prevents her from doing big movements.

time-read
1 min  |
November 14, 2024
S'porean actor Chin Han joins cast of Netflix series Avatar: The Last Airbender
The Straits Times

S'porean actor Chin Han joins cast of Netflix series Avatar: The Last Airbender

Netflix has expanded the cast of live-action series Avatar: The Last Airbender in its second season, with Singapore actor Chin Han one of the latest eight additions.

time-read
2 分  |
November 14, 2024
Tenor Christoph Pregardien's Schubert recital simply spellbinding
The Straits Times

Tenor Christoph Pregardien's Schubert recital simply spellbinding

CONCERT CHRISTOPH PREGARDIEN SINGS SCHUBERT'S DIE SCHONE MULLERIN

time-read
2 分  |
November 14, 2024
Puppet masters keep niche art form alive
The Straits Times

Puppet masters keep niche art form alive

The Finger Players, Paper Monkey Theatre and puppeteer Bright Ong are taking puppets to a wider audience

time-read
4 分  |
November 14, 2024
All We Imagine As Light tells a humane tale, Red One delivers overstuffed turkey
The Straits Times

All We Imagine As Light tells a humane tale, Red One delivers overstuffed turkey

Two Malayali nurses in Mumbai negotiate their daily working-class grind. Dwayne Johnson and Chris Evans team up on a search-and-recovery operation when Santa Claus is abducted, mere days before Christmas Eve.

time-read
2 分  |
November 14, 2024
Crime comedy takes a stab at wellness culture
The Straits Times

Crime comedy takes a stab at wellness culture

MURDER MINDFULLY Netflix ★★★★☆

time-read
2 分  |
November 14, 2024