Le généricide des marques: leurre ou menace réelle ?

Bernard Cova
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Bernard Cova: Euromed Marseille - École de management - Association Euromed Management - Marseille

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Abstract: Genericide of Brands: Lure or Real Threat? Under the term of genericide, we are referring to the death of a brand - through the disappearance of its legal protections - whose original name has become the generic term for a new category of products in the market that it helped to create. There are notorious cases of brands that have fallen prey to this evil, but marketing specialists, unlike lawyers, do not consider that the widespread use of a brand name represents any real danger. Instead, they view this as a sign of the brand's strength. This article reviews these discussions and offers a re-investigation of the phenomenon of genericide by analyzing the example of Google. It concludes with reflections on the partial elimination of this risk in a context defined by significant market volatility and with the possibility of a happy genericization.

Keywords: Brand content; Genericization; Genericide; Google; Nescafé; Trademark.; Généricisation; Généricide; Marque déposée; Nescafé. (search for similar items in EconPapers)
Date: 2013-09
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Published in Décisions Marketing, 2013, 71, pp.111-123. ⟨10.7193/DM.071.111.123⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02386357

DOI: 10.7193/DM.071.111.123

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