'Genericide:' Learn how too much brand awareness can hurt a company's trademark

When a brand becomes so popular that consumers regularly call the product by the brand name like a noun or verb, that trademark becomes generic because consumers no longer associate a specific brand with a certain product. A generic product can hurt a company's right to trademark or even cause companies to lose it. (Some users may experience a paywall.)

Explore a list of trademarked phrases

Trademarks can extend to phrases and slogans when the words become brand identifiers. Some phrases that have been trademarked are famed boxing announcer Michael Buffer's "Let's get ready to rumble!" and reality television star Paris Hilton's "That's hot."

Frisbees earned their name from a pie company that made tins that college students used to throw around campus.

These famous brands used to have different names

Did you know that Nike used to be called Blue Ribbon Sports? Or that Google was originally named BackRub? Getting a brand's name right is a tough job; there's an entire cottage industry of brand naming agencies to prove it. See which brands got it right the first time—and which ones might be better off with their current names—in this article.

Trademarks are a form of consumer protection

Trademarks help brands distinguish their products from competitors, but they also give consumers clarity around the product they are buying and where it comes from. Distinguishable names help prevent consumer confusion and maintain a consumer's ability to choose their preferred product and brand.

Trademarks protect the branding of a service or product, while patents protect the product or service itself

Trademark protections cover the branding of a service or product, like its logo, its smell, or even its shape. However, patent protections give inventors exclusive control over a new product—as long as those inventors disclose how the product works and how they made it.

Learn what different trademark symbols mean

In the US, brands can technically use a trademark without actually filing a trademark with the United States Patent and Trademark Office—which is where the ™ symbol comes from. However, brands that have officially filed trademarks can use the ® symbol in their branding.

Find 36 hidden messages in these household name company logos

Scents, when they are truly unique and identifiable to a particular brand, can be trademarked.

Company names you may have been mispronouncing

Global company names often get Americanized or anglicized to the point where they’re unrecognizable. Here's a helpful explainer on how to say a dozen of them, from Adidas to Huawei.

Many startup founders pull out-of-the-box stunts to get their businesses off the ground.

Listen to the pros and cons of owning a trademark as a small business owner

For many small business owners, it can be hard to decide when the time is right to file a trademark. This trademark lawyer says the decision often comes down to a product's branding, the size of the business, and how established the company is.

Breaking down the main classes of intellectual property: trademark vs. copyright vs. patent

Trademarks, copyrights, and patents are all intellectual property classifications that give exclusive ownership of ideas and concepts to individuals or businesses. Patents usually refer to innovative products or processes, copyrights are centered around the right to reproduce content, and trademarks usually involve branding elements, like names, logos, and distinct product elements.

Space travel sparked inventions we now use every day

Technologies developed for space exploration produced lasting spinoff innovations—from camera phones to memory foam—displaying how the space race reshaped everyday life here on Earth

Learn what constitutes trademark infringement

Infringement is a trademark violation that threatens the owner's exclusive right to use a trademark. The general standard for proving any trademark infringement is the likelihood of causing confusion to a normal consumer.

The term 'startup'—which is typically used to describe private companies in their early stages of operation that focus on innovating new products or services to meet a market gap—can be traced back to a 1976 Forbes article.

'Dilution' is any use of a trademark that weakens its distinctiveness

Unlike trademark infringement that hinges on the likelihood of confusing customers, trademark dilution is an illegal practice that threatens the distinctiveness of a trademark. In the US, famous brands like Nike and Google have a right to protection from dilution.

Trademarks are just one type of intellectual property

Intellectual property refers to any intangible "creation of the mind," which includes ideas, creative works, and even trade secrets. Trademarks, copyright, and patents are all protected by intellectual property laws—but each protection is separate and distinct.

Words used in cannabis business names

As selling recreational cannabis becomes legal in many states across the US, cannabis dispensaries are increasingly common. While one might expect each of these dispensaries to have vastly different names, one study found that the names have some consistent similarities. Businesses with "beach vibes" or "green" in the name seem particularly common. Explore the full data visual here.

Ten everyday NASA inventions (likely) in your home

As a public agency, NASA's goals aren't just in space, but for life on Earth, too. That's why so many everyday objects including memory foam, cordless tools, and golf balls are rooted in research first developed by space-faring engineers and scientists. Peruse this quirky list of some of those everyday objects destined for space that are also probably somewhere inside your home.

Taylor Swift owns more than 300 trademarks—a strategic way she protects her brand

Taylor Swift holds trademarks ranging from her album titles and song lyrics to the names of her cats. While the sheer amount of trademarks may seem excessive, it's one way Taylor Swift can protect the integrity of her brand and make sure everything that's branded as Taylor Swift actually comes from her.

A children's toy inspired the name ‘Super Bowl’

The name “Super Bowl” was coined by AFL founder Lamar Hunt, who casually suggested it in 1966—riffing on his child’s Super Ball toy—after alternatives such as “The Big One” and “AFL-NFL World Championship Game” proved clunky and forgettable. The name was officially adopted for the third championship.

The value of a trademark is just one element of brand valuation

Brand valuations give companies an idea of how valuable assets, like logos, are to the company and can help determine how much money branding departments should receive. Typically, brand valuations are a compilation of brand awareness metrics, like a consumer's willingness to pay, the value of a trademark, and the company's market position.

Non-use or lapsed filings can cause a trademark to expire

Going more than three consecutive years without using a trademark can be considered abandonment—which means the trademark falls into the public domain and someone else could potentially file for the trademark. Besides non-use, not maintaining the paperwork or paying the fees can result in a terminated trademark.

The original Mickey Mouse's copyright has expired, but Disney still owns the trademark

In 2024, "Steamboat Willie"—the 1928 Walt Disney animation with the first depiction of Mickey Mouse—entered the public domain. While anyone is free to build on the original characters and storyline of "Steamboat Willie," Disney still owns the trademark for Mickey Mouse, so any branding with the character's depiction that appears to be from Disney is off-limits.

Trade dress is a form of trademark that applies to the physical appearance of a product

Distinct visual characteristics of products, like the shape of a Coca-Cola bottle or the interior layout of an Apple store, can be protected. These characteristics are protected to help consumers quickly identify certain brands.

Nike is one of the world's most recognizable brands, partly due to its 'swoosh' logo.

Band names often fit into 'semantic spaces'

Linguist Chi Luu explains that we often understand and identify with band names, even if they're odd (or nonsensical) word combinations, based on their associations with other words. For example, bands that begin with "The" often nod to 1960s garage rock; heavy metal bands often rely on morbid or funereal words.

The median trademark of public companies in the US is worth $22.5M

There are multiple approaches to evaluating the value of a trademark. Some strategies include analyzing the value of royalty payments a trademark produces and the cost of recreating the trademark or brand.

Search the official trademark database

The official trademark registry is managed by the United States Patent and Trademark Office. The registry shows the trademark's status, the owner, and the trademark's serial number.

How did flea markets get their name?

Flea markets are a great place to find some great deals, but why do they have such an unappealing name? One explanation is what you might expect: The earliest descriptions of these second-hand markets suggested the items might be unclean. But that's not the only plausible suggestion. This article breaks down two other possibilities, complicating our understanding of the word's etymology.

30 everyday inventions originally created for space

In their pioneering work to develop the technologies necessary for humans to inhabit space, NASA and its counterpart agencies around the world have produced dozens of products millions of people use everyday. Some of these are obvious, like water filtration systems and wireless headsets, while many are surprising, like artificial limbs and insulin pumps. Dive into the list here.

Some companies like to make their IPO day antics unique.

An article details some of the wildest bell-ringing day stunts in recent history, from Clifford the Big Red Dog ringing the opening bell to one company's employees roasting marshmallows in a campfire on Wall Street as it went public.

A rundown of some of the wildest new tech inventions around the world

The US Patent Office approves roughly 300,000 new patents every year. Among these are some fascinating tech inventions, from high-profile robots and automated bike garages to kaleidoscopic shelves and laser-projected directions for scooters. Check...

X Games emerged during “extreme” marketing boom in the 1990s

Launched as the “Extreme Games” in 1995, the event tapped into a trend from the '90s of brands labeling products and events “extreme” to appeal to youth culture—mirroring marketing in soft drinks, snacks, and video games.

Teflon was an accidental discovery by a DuPont scientist in the 1930s resulting from efforts to create a safe refrigerant.

NFTs have been leveraged by brands to represent physical and digital items

The buzz around non-fungible tokens has faded since 2021 to 2022, when brands including Prada and Starbucks launched their own NFTs. While Prada’s NFTs were linked to limited-edition fashion items, Starbucks’ were part of a loyalty program.

How Scrabble got its name

Alfred Butts, a newly unemployed architect during the Great Depression, created Scrabble. But the game was named by James Brunot, who used the word to describe the most common action its players take part in: digging frantically.