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Brand Name Takeover
- 153 statements
- 22 feature instances
- 20 referencing feature instances
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A Brand Name Takeover occurs whenever a trademark or brand name has become the colloquial or generic description for a specific type of product, rather than just the specific product created by the original trademark holder. This typically happens when the product in question has become so dominant in the market that the brand is the first thing people think about when they think of the type of product the brand represents. Additionally, if you look at the lists below, it is most common in instances where the trademarked product is the first of its kind - thus (especially if it was also patented thus meaning the new product was the only one of its kind) it often was the only name the public knew for this new widget. Famous examples include the Thermos, the Escalator, the Breathalyzer, and Shredded Wheat. This phenomenon tends to annoy the companies that hold the trademarks, because unless the company works sufficiently to prevent such broad use of its trademark, its intellectual property rights to the trademark may be lost, as the mark cannot do its job of identifying the specific product any more. For example, "cellophane" was originally a trademark owned by the DuPont corporation; its widespread use as a generic name for any sort of plastic food wrap, regardless of the actual brand, caused DuPont to lose the trademark, so now anyone can call their plastic wrap "cellophane". In other words, Randal's assessment of the situation in the page quote is incorrect In more ways than one — the largest companies are at a disadvantage as compared to their competition. Naturally, most companies rather strenuously object to this happening, leading to situations where they are Stuck on Band-Aid Brand in an attempt to stop it.note Besides, a Band-Aid isn't an adhesive strip, it's a dressing with an attached adhesive strip to hold it in place. Note that some of the examples below only count in certain parts of the world, in others it may be called by its actual non-branded designation, or by a different Brand Name Takeover name. Believe it or not, this trope is Older Than Radio. Known as a "genericized trademark" on The Other Wiki. If recognized by governments, this can fall into Gone Horribly Right, as the term becomes so popular that it can often no longer be trademarked after falling into a language's lexicon. It's generally called the "Kleenex Effect" in (nicely self-demonstrating) marketing jargon. See also I Am Not Shazam. Incidentally, the legal drive to protect trademarks is often blamed for popular franchises being Screwed by the Lawyers - as well as companies doing so being labeled Predatory Businesses. Compare Person as Verb and Trope Namers. |
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Dropped link to ABBA: Not an Item - IGNORE | |
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Dropped link to AdventureGame: Not an Item - IGNORE | |
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Dropped link to AstroTurf: Not an Item - FEATURE | |
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Dropped link to AutoTune: Not an Item - FEATURE | |
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Dropped link to BlandNameProduct: Not an Item - FEATURE | |
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Dropped link to BriefsBoasting: Not an Item - FEATURE | |
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Dropped link to CanadaEh: Not an Item - FEATURE | |
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Dropped link to Claymation: Not an Item - UNKNOWN | |
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Dropped link to DirectToVideo: Not an Item - FEATURE | |
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Dropped link to DrinkingTheKoolAid: Not an Item - FEATURE | |
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Dropped link to DubNameChange: Not an Item - FEATURE | |
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Dropped link to ExactlyWhatItSaysOnTheTin: Not an Item - FEATURE | |
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Dropped link to GratuitousEnglish: Not an Item - FEATURE | |
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Dropped link to HaveAGayOldTime: Not an Item - FEATURE | |
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Dropped link to IAmNotShazam: Not an Item - FEATURE | |
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Dropped link to Karma: Not an Item - FEATURE | |
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Dropped link to LamazeClass: Not an Item - FEATURE | |
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Dropped link to Pinball: Not an Item - FEATURE | |
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Dropped link to SeparatedByACommonLanguage: Not an Item - FEATURE | |
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Dropped link to SeriousBusiness: Not an Item - FEATURE | |
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Dropped link to Sexbot: Not an Item - FEATURE | |
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Dropped link to SigilSpam: Not an Item - FEATURE | |
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Dropped link to StarWars: Not an Item - CAT | |
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Dropped link to StuckOnBandAidBrand: Not an Item - FEATURE | |
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Dropped link to TheEdwardianEra: Not an Item - FEATURE | |
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Dropped link to TheEighties: Not an Item - FEATURE | |
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Dropped link to TheElevatorFromIpanema: Not an Item - FEATURE | |
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Dropped link to Vocaloid: Not an Item - IGNORE | |
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Choose Your Own Adventure, while it is still a trademark of Chooseco, has become a genericized name for Gamebooks or any work similar to them. This caused problems for Netflix when promoting Black Mirror: Bandersnatch as it led to a lawsuit from Chooseco due to its usage of "choose your own adventure" in promotional materials. | |
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And The Simpsons: | |
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Tamagotchi for virtual pets. | |
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Plugsuit (bodysuit used for piloting a vehicle; used in science-fiction): Term from Neon Genesis Evangelion for pilot suits worn when entering their entry plug. | |
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| Neon Genesis Evangelion | hasFeature |
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In the Discworld novels, most notably The Fifth Elephant, the Sonky Rubber Goods Company's early pioneering in the world of contraceptives has resulted in condoms of any manufacture being referred to as "a packet of sonkies". | |
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By the time of the dystopic cyberpunk plot in Cloud Atlas, watches are called "rolexes", films as "disneys", shoes as "nikes", and so on. | |
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| Cloud Atlas | hasFeature |
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In Riesel Tales: Two Hunters, androids are usually referred to as "Rets," short for RetiNew. This was originally the name of a special line of social droids made to accompany their owners wherever they went, but has since become a generic term for all androids. | |
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Lampshaded by Dallas in Ratchet: Deadlocked: | |
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LEGO Lego is used to refer to any kind of small interlocking construction toys, sometimes even those with different mechanisms to actual LEGO. LEGO (and the fandom) is very insistent in their magazines that people call them "LEGO Brand Building Toys", but their generic competitors from dollar stores and brands like Mega Bloks get lumped in anyway. Some would argue, however, that LEGO does attempt to make subtle distinctions in the use of its brand name to distinguish its competitors' products. Don't you dare call that Obi-Wan figurine that came with your LEGO Star Wars set a "Lego", either. It's called a "minifigure". Even your local news will come after you. The LEGO Group has officially answered a question from various people if it is correct to refer to multiple pieces as "LEGO" or "LEGOs". They say neither; rather, "LEGO" is properly an adjective, as in "LEGO pieces" or "LEGO sets". |
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Plamodel/Plamo (Plastic Model) (model kits): Used in Japan; a trademark of Bandai Japan, famously for Gundam model kits (AKA: "Gunpla") but also many others. | |
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Also got a reference in Back to the Future Part III, but more in the style of It Will Never Catch On—the name was on a pie plate, referencing the term's origin. | |
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| Back to the Future Part III | hasFeature |
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Tannoy (public address system): in the UK. note Private Eye magazine once printed an article in which they referred to a 'tannoy'. They received a solicitor's letter pointing out that the word 'Tannoy' should only be used in reference to a product of the Tannoy corporation, that it should always have a capital 'T' and be followed by a trademark symbol. They published this on their letters page headed 'What a ridiculous way to make a living'. Some years later they did it again and received a similar letter, which they published under the same heading, alongside the original. | |
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| Private Eye (Magazine) | hasFeature |
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Zamboni (ice resurfacing machines) This got so far that when American Speedskater KC Boutiette saw a Dutch "natural" ice-rink use tractors to resurface their ice he called them Zambonis. This is parodied in Plants vs. Zombies with the Zomboni enemy—its Flavor Text is "Not to be mistaken for a Zamboni® brand ice resurfacing machine. Zamboni® and the image of the ice-resurfacing machine are registered trademarks of Frank J. Zamboni & Co., Inc., and "Zomboni" is used with permission. For all your non-zombie related ice resurfacing needs, visit www.zamboni.com!" This is simultaneously whimsical and serious, as "Zamboni" is a trademark of Frank J. Zamboni & Co., Inc. | |
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Lampshaded/parodied in an episode of SpongeBob SquarePants: Played straight in the episode "Ripped Pants", where the word Frisbee is explicitly used. |
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SPAM (tinned luncheon meat). We of course have Monty Python's Flying Circus to blame for this one becoming a common noun/verb/adjective. Hormel (who own the trademark) are fine with it as long as a distinction is drawn between SPAM (upper case; their product) and spam (sentence case; unwanted advertising), and that visual images of their logo, product etc. are not used for the "spam" meaning. Heck, they even have some cross-merchandising going on, with cans of Spam bearing Terry Gilliam's artwork and promoting the Spamalot Broadway musical. Hormel does however refer to electronic spam as "unsolicited commercial emails" in their official literature, particularly on a disclaimer regarding the use of "spam" to refer to unwanted advertising. | |
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| Monty Python's Flying Circus | hasFeature |
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Bostitch (stapler): Switzerland. In the rest of the world: a song by the Swiss electronic duo Yello (a yelled hello, if you're wondering). | |
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In The Legend of Korra, automobiles are largely referred to as "Satomobiles", even if they're not an actual Satomobile. "Satomobile" refers to a specific car brand started by Hiroshi Sato. | |
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| The Legend of Korra | hasFeature |
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The name was parodied in Yoshi's Story as an enemy character named "Attacky-Sack". | |
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This actually caused the character Mrs. Frisby to have her name changed to Mrs. Brisby in The Secret of NIMH. | |
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Sellotape (clear adhesive tape): Used in the UK, as well as in many former UK territories. Blue Peter, in keeping with The BBC's strict rules on Product Placementnote Short version: None of that! referred to it as "sticky tape" in their arts-and-crafts segments for decades. | |
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Transformers (toys that transform between robots and vehicles or other things). Also used for other goods that can change between a number of distinct forms. | |
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Muppet: Both the Jim Henson Company and more recently Disney have fought against the word being used for any felt-and-foam hand puppet (or any vaguely similar puppet design), but with only partial success. Henson is careful to not call its own characters Muppets, but as early as 1961 a newspaper article was referring to the characters on Captain Jim's Popeye Club and The Shari Lewis Show as small-m muppets. This very Wiki uses Muppet to mean "A character in a live-action series rendered by puppetry or animatronics". | |
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| The Muppets (Franchise) | hasFeature |
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