Velcro Stands up to ‘Genericide’

READING TIME
< 1 minutes

Table of Contents

Share
Author
Andrew Rapacke
Andrew Rapacke

Velcro is taking a stand against trademark ‘genericide’ and trying to inform the public, in a fun and entertaining way, about the danger businesses face when the public begins using their trademark as a generic noun for a type good or a verb for the act of using that type of good.

VELCRO is currently the subject of several registered trademarks for company’s brand of hook and loop fasteners invented in the 50’s. Although Velcro’s video may seem lighthearted, it touches on a very serious topic where valuable trademark registrations can be lost due to the public’s use and perception of the term as generic.

The current test, as was used by the 9th circuit to uphold Google’s trademark, is whether the public primarily views the term as relating to the “product and not the producer.” Several well-known trademarks have been lost to genericness including: Thermos, Escalator, and Cellophane.

[video_embed video=”rRi8LptvFZY” parameters=”” mp4=”” ogv=”” placeholder=”” html5_parameters=”” width=”700″ height=”400″]

 

Schedule a Free Strategy Call
  • Get help identifying what type of IP protection may the best fit for your situation.
  • We explain every step of the IP protection process
  • Get answers to your questions.

Recommended for you

Want more actionable IP tips like this delivered straight to your inbox?
Get the insights you need to protect your valuable IP assets!