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Le généricide des marques: leurre ou menace réelle ?

Author

Listed:
  • Bernard Cova

    (Euromed Marseille - École de management - Association Euromed Management - Marseille)

Abstract

Genericide of Brands: Lure or Real Threat? Under the term of genericide, we are referring to the death of a brand - through the disappearance of its legal protections - whose original name has become the generic term for a new category of products in the market that it helped to create. There are notorious cases of brands that have fallen prey to this evil, but marketing specialists, unlike lawyers, do not consider that the widespread use of a brand name represents any real danger. Instead, they view this as a sign of the brand's strength. This article reviews these discussions and offers a re-investigation of the phenomenon of genericide by analyzing the example of Google. It concludes with reflections on the partial elimination of this risk in a context defined by significant market volatility and with the possibility of a happy genericization.

Suggested Citation

  • Bernard Cova, 2013. "Le généricide des marques: leurre ou menace réelle ?," Post-Print hal-02386357, HAL.
    • Handle: RePEc:hal:journl:hal-02386357
    DOI: 10.7193/DM.071.111.123
    as

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