Trademark Protection Campaigns

Trademark Protection Campaigns

Kleenex Brand is exercising its efforts to the market by highlighting the importance of trademark protection and does so through a unique campaign. Along with its ‘lawyers,’ it is thanking customers for referring to its product in the correct way as Kleenex has been used ubiquitously with ’tissues’ for years.

This is a response to a phenomenon known as genericide, explained by Quartz as “if a brand name becomes so common in the everyday lexicon that it turns into a generic term, the company behind it could lose its trademark value.” With this in mind, the brand is pushing towards the stop of referencing the product as only a Kleenex and as ‘Kleenex Brand Tissues.’

Image Credit: Kleenex BrandKleenex Brand is exercising its efforts to the market by highlighting the importance of trademark protection and does so through a unique campaign. Along with its ‘lawyers,’ it is thanking customers for referring to its product in the correct way as Kleenex has been used ubiquitously with ’tissues’ for years.

This is a response to a phenomenon known as genericide, explained by Quartz as “if a brand name becomes so common in the everyday lexicon that it turns into a generic term, the company behind it could lose its trademark value.” With this in mind, the brand is pushing towards the stop of referencing the product as only a Kleenex and as ‘Kleenex Brand Tissues.’

Image Credit: Kleenex Brand

Source:https://www.trendhunter.com/trends/kleenex-brand

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