When a Brand Name Becomes a Verb
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When we think about competition in business, we invariably think about the product or service being provided and how it stacks up against competitors. Quality. Price. Value. Customer experience. Customer satisfaction. That battle also includes the strength and power of the company’s brand. Having a powerful, recognized and respected brand name is worth a lot and can even increase the product’s price, value and customer satisfaction.
Just consider how much people will pay for a pair of newly-released brand-name sneakers in U.S. stores in 2025. The Loro Piana x New Balance Women’s 990v6 is retailing for $1,425. Gucci Re-Motion Sneaker, priced at $1,080, feature a strap-up design. Similarly priced, The Row Canvas Sneakers are a modern take on tennis shoes and sell for $1,090. And a pair of Brunello Cucinelli Bead-Embellished Suede Sneakers, feature bead embellishments, retail for $1,100. Considering that even with inflation, the average price for a pair of athletic sports sneakers retails for about $100-$150, with the lowest prices at about $60, we can easily see how powerful brand names like Brunello Cucinelli, Lora Piana or Gucci certainly drive price.
That would explain why countless businesses have spent a massive amount of time and money to establish and boost the recognition and respect of their brand, whether they are selling expensive computers, stylish sneakers or mundane adhesive bandages. Apple is consistently recognized as one of the most valuable and recognized brands in the world, renowned for its sleek design, focus on user experience, and innovative products. Amazon dominates the e-commerce landscape by prioritizing customer experience and expanding into diverse areas like cloud computing and digital streaming. Microsoft powers the world through pervasive software solutions like Windows and Office Suite, while also investing in AI and cloud computing. But power brands are not limited to tech businesses. Coca-Cola is a timeless icon of global refreshment, known for its distinctive red and white branding, long history, and ability to evoke emotions of happiness and togetherness. Nike is a leader in athletic wear and lifestyle, establishing a strong identity around athleticism and empowerment with its iconic swoosh and “Just Do It” slogan. Starbucks has built a global culture around its distinctive coffee experience and welcoming atmosphere, achieving high recognition through its commitment to customer satisfaction and community involvement. McDonald’s is recognized globally for its consistent food quality and ubiquitous presence. Walmart is a retail giant known for accessibility, affordability, and a wide product range. And Disney is renowned for its captivating stories, characters, and theme parks, creating an empire of entertainment that resonates with audiences across generations. These are all iconic, globally-recognized and powerful brands.
These are just a handful of the many companies that have successfully built strong brand recognition through strategic branding efforts and a focus on connecting with their target audience over many decades. However, companies don’t have to be very old to have amassed huge brand power. Netflix, at just 27 years old, has transformed the entertainment industry with its streaming service and focus on original content. Google, which is 26 years old, is much more than just a search engine. It is synonymous with online search and everyday digital services, embedding itself seamlessly into users’ lives. And, at just 21 years old, Tesla is a leader in the electric vehicle revolution, recognized for innovation and its vision for a sustainable future.
These companies have taken great pains to build their brands. They have maintained a consistent brand identity across all platforms, including logos, colors, typography, messaging, design, and overall customer experience. They have constantly developed new products, services, or strategies that meet customer needs and stay ahead of the competition. They have also created brand narrative and messaging that resonates with customers on an emotional level, fostering trust and loyalty. They effectively have utilized digital platforms, especially social media, to connect with customers and share brand values. And they have prioritized customer satisfaction and built strong relationships through excellent products, services, and experiences. That’s what it takes to make a brand a “household name.”
In fact, the total brand value of the world’s top 100 brands is estimated to be roughly $10.7 Trillion. This figure represents a significant increase, more than 7.5x higher than the collective value of the top brands in 2006. While the exact amount spent on brand recognition and value building by each company is not publicly available, it’s safe to say it’s a substantial investment, with some companies spending billions annually on branding and marketing.
Brand Building and Genericization
In fact, some brand names become so powerful that the product begins to be called by the brand’s name. Product and brand merge and meld into one thing. This is called genericization. There are quite a few brands whose company name and product name are virtually synonymous. While Kleenex is a registered trademark of Kimberly-Clark, many people use the term to refer to any facial tissue, regardless of the brand. Band-Aid is a Johnson & Johnson trademark, but it’s often used generically for all brands of adhesive bandages. Pampers is a trademarked brand of diapers but is often used generically.
But there are many other products that we use and refer to them by their company name, not product name, that you may not even realize. Some may surprise you. The name Frisbee, trademarked by Wham-O, has become a generic term for any flying disc, not just those produced by Wham-O. The term Escalator, once trademarked, is now used as the common name for all moving staircases regardless of which brand makes them. The term Taser is frequently used as a generic term for electroshock weapons, even though it’s a trademark of TASER International. And, while Coca-Cola is a registered trademark, Coke is commonly mentioned as a generic term for any cola-flavored soft drink. Bubble Wrap, a trademarked cushioning material, is often referred to by its brand name, even when made by other companies. Likewise, Plexiglass is another trademark that has become a generic term for all brands of acrylic glass. And Mace, while originally a brand name for pepper spray, it is now a generic term for all types of pepper protection spray.
You may think that genericization is a brand’s dream come true. What is genericization if not extremely high brand recognition and adoption. Genericization indicates that a brand is incredibly well-known and has become a household name. In many cases, the widespread use of the brand name can increase overall awareness and potentially lead to more conversions, according to some business publications.
Pass the Heinz
Case in point. Heinz, a brand owned by Kraft, has become highly synonymous with the term “ketchup” for many consumers, especially in certain regions and countries. Heinz is a globally-recognized brand with a long history and a strong association with its signature products like ketchup. The brand has cultivated a loyal customer base, with many consumers preferring Heinz products over competitors, especially for ketchup. Heinz maintains a leading market share in the ketchup category, demonstrating its dominance. And it emphasizes quality and consistency in its products, which contributes to its strong brand image and consumer trust.
It has also demonstrated success in managing its brand through strategic marketing campaigns, including collaborations and innovative approaches, like the #AbsolutelyHeinz campaign. In this campaign, Heinz created an alla vodka pasta sauce collaboratively with vodka-maker Absolut.
In fact, Heinz has even used their brand’s name association in marketing campaigns like the “Ketchup Fraud” case study, acknowledging that some restaurants might refill Heinz bottles with other ketchups, implying that “Heinz” is seen as the standard for ketchup. They even have a website page asking consumers to report restaurants passing “off brands” of ketchup as Heinz in recycled Heinz bottles. https://www.heinz.com/ketchupfraud.
And they did another ad campaign after a global Toluna survey revealed that over two-thirds of diners prefer to wait for ketchup rather than eat without it, with 55% willing to wait even longer for Heinz! Their ad campaign captured the brand love consumers have for Heinz products by showing diners at a restaurant waiting for their bottle of Heinz. The headline read: “If you’re willing to wait, it has to be Heinz.” The absence of a Heinz Tomato Ketchup bottle was the standout feature of the image, making Heinz the absent hero of the story. This level of brand recognition certainly indicates brand power.
Is Genericization A Dream Come True?
So is genericization a brand’s pinnacle? Wouldn’t any company – every company – be thrilled to have a brand that people substitute for the name of the product? You may be saying “of course”! Imagine if all jeans were referred to as Levis, the inventor and first manufacturer and retailer of jeans. (But they’re not. Jeans are jeans and Levi is just one brand of jeans among thousands.) That level of brand power is hard to achieve. Few have ever reached that ultra-desirable peak of brand recognition. But that’s the goal. Or is it?
Hold on. There is more to genericization than meets the eye. In fact, it may not be all it’s cracked up to be. Genericization may be a classic case of “too much of a good thing.” When people say “google it” to instruct someone to research the issue using a search engine, this kind of genericization can actually do more harm than good. How? Stay tuned week when we dive into Brand Genericization and Brand Genericide. Don’t miss it!
Quote of the Week
“When people use your brand name as a verb, that is remarkable. This highlights the popularity and mindshare a brand achieves when it becomes a verb, a key aspect of genericization.”
Meg Whitman
© 2025, Keren Peters-Atkinson. All rights reserved.
