Trademark News & Screw-ups “Genericide” legal assault to nullify the Google trademark fails

The attack was to be expected. I spoke about it here: . While Google's legal team may be celebrating, it's really just a matter of time. Genericide does not happen overnight. Everything happens exactly the way the court said: first the term becomes so widely used that everyone knows it, while still having a reference to the brand that originated the term—which is where Google is today. But with time, that mental link between the term and the source fades away. THAT's how a brand becomes generic. Linoleum and Escalator once signified specific brands. They went through the same phrases. At first, they were small brands. Then a lot of people knew about them. Then everyone knew about them. And then, everybody knew the name but fewer people associated the name with a particular manufacturer. And then they became examples that every trademark lawyer uses when they're trying to illustrate what "genericide" means.

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