A Theory of Genericization on Brand Name Change

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E. Mellen, Jan 1, 2002 - Business & Economics - 224 pages
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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Contents

Foundations
3
LIST OF FIGURES
11
The Development and Study of Brand Names
23
Copyright

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