A Theory of Genericization on Brand Name Change
This study centers on linguistic change in brand names, and specifically the process of genericization, where brand names move from specific to generic (e.g., Kleenex tissues to kleenex, Xerox photocopiers to xerox). It will interest scholars not only in linguistics and onomastics, but also those interested in issues of law and intellectual property. To test the theories, a corpus of one hundred generic brand names was constructed. In addition to the analysis and discussion, later chapters examine cross-linguistic genericization with Japanese as the example, and the problems of proprietary status. Finally, a practical application of the results was created to assist companies in producing brand names that are less likely to undergo genericization.
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LIST OF FIGURES
The Development and Study of Brand Names
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actuation advertising appear applied association Band-Aid Ben-Gay brand names brand names become brand-name change broader change in brand chapter Clankie class term Coke common class-noun common noun consider constraints construction corpus create culture Day-Glo demonstrate discussion domain ellipsis English evidence examination example exist factors Figure frequently further genericization Gore-Tex grammatical categories grammatical changes Hula Hoop identify important innovative Kleenex language change Lederer Lentine and Shuy lexeme lexical items linguistic linguistic change loanwords majuscule mark meaning misuse morphemes name change name class name naming processes noted occur onomastics particular pattern phonestheme possible process of genericization product name class proper adjective proper noun proprietary law proprietary status refer result Rollerblade Schecter semantic change semantic class simply single product speakers specific strategy suggest syllable Tamagotchi tests theory of genericization tokens trademark law Tylenol type of change type of naming Velcro verb words xerox