Will Google become a victim of its own success?

Lee Curtis, a trademark attorney at the Leeds office of Pinsent Masons, discusses the dangers that Google, Xerox and Jacuzzi run if they fail to protect their trade marks - and the ways to prevent familiar brand names going the same way as escalator, linoleum, and, even, sandwich.

Will Google become a victim of its own success?

Lee Curtis

What do the brands Google, Xerox and Jacuzzi have in common?

Well, for one, they are all successful brands etched on the consciousness of consumers across the globe. Xerox and Jacuzzi created the product categories in which they operate, with the invention of copiers and whirlpool baths respectively. Although

The fact that Google is a globally pervasive brand furthers its owners' recognition that generic use could ultimately harm the value of their brand. Google, rightly, does not simply want its company to become a footnote in some future history of brands that no longer exist although remaining part of the English language, such as escalator or tabloid. While marketing executives may dream of their brands becoming a part of the English language, such a dream is in fact a nightmare that can only doom the brand and its owners.

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