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Why you must never Sellotape® a Xerox® into your Filofax®

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Oscar Wilde once famously said ‘There is only one thing in the world worse than being talked about, and that is not being talked about’. Many trademark owners would be at pains to disagree. There are numerous examples of famous trade marks that run the risk of being struck off national registers due to their becoming generic names for particular products in a given industry. Classic examples include Hoover®, escalator, Sellotape®, Xerox® and (in the USA) FedEx®. This paper discusses ‘genericide’ and how to avoid it.Journal of Brand Management (2004) 11, 509–513; doi:10.1057/
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Document Type: Research Article

Publication date: 01 July 2004

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