关于拼搏的名言GENERICIDE
献血量>土豆红烧肉的做法商标退化
(Latin gener-, stem of genus 'kind, origin' -cide = word-forming element meaning 'killer')
A玫瑰普洱茶 Occasionally a company's brand name becomes so deeply ingrained in the minds of everyday consumers that it enters the popular lexicon of its time and becomes a catch-all term for the generic product or activity in question. At first glance, this might appear to be the pinnacle of successful marketing. Indeed, companies around the world spend billions of dollars every year conjuring up catchy jingles, memorable catch phras and cute characters in an effort to ensure their brand is the first to spring into consumers' minds when tho consumers reali they require a particular product or rvice.
在少数情况下，当一个公司的商标名字在日常消费者的脑中变得根深蒂固时，就会被收入词典，并由此成为未定的一类商品或活动的统称。乍看我们会觉得这像是成功市场的顶峰。事实上，世界上大大小小的公司每年都花费数十亿美元去想方设法变出一些吸人眼球的广告、
钢琴识谱>描写雪的成语记忆深刻的警句和可爱的人物形象，以便使广大消费者们在需要某种商品或服务的时候能第一时间想到他们的品牌。圣诞节的来历简介
B For tho companies who brand names travel too far into the public domain, however, there can be rious repercussions: namely, losing their right to trademark that particular brand. This can occur becau in many jurisdictions, such as the United States, companies have a responsibility to ensure their brand names do not pass into broad popular usage, a process known in the legal industry as 'generalisation' or more candidly, genericide. According to a Harvard law school overview on the subject, 'a word will be considered generic when, in the minds of a substantial majority of the public, the word denotes a broad genus or type of product and not a specific source or manufacturer'. In arriving at a conclusion, courts typically examine dictionary definitions, u of the term in the media, and consider whether or not the company has attempted to restrain usage of its trademark. If the court deems the word to be generic, trademark privileges are stripped; no company has an automatic right to continue renewing its trademarks without an end date.
但对于那些品牌深入公众领域的公司来说，却可能存在严重的影响，也就是说他们可能会失去对那个品牌的商标注册权。因为在很多司法管辖区域，比如说美国，公司都有责任确保他们的商标不会被扩大使用范围，这在法律产业上被称作是“一般化”，或更直白地说，叫非商标化。哈佛大学法学院对此表示，如果大多数公众都明白一个商标所代表的不仅仅是一种特定的资源或厂商，而是代表着更广泛的商品种类，那么商标的一般性就能够得到认可。在得出结论的过程中，法院都会典型性地检查其词典意思、媒体使用情况，还会仔细考虑该公司是不是有考虑对其使用范围进行限制。如果法院认为该商标具有一般性，那么就会取消该商标的特权。没有任何一家公司有特权对其商标进行无期限地更新。
C Over the years, numerous companies have fallen victim to this common and unwanted marketing phenomenon, losing their prized brand names and subquent loss of trademark status. Otis Elevator Company lost their trademark rights to 'escalator' in a 1950 court ca after being found guilty of using the term generically in their own patents and advertising. In 1965, a court ruled that 'yo-yo' was ingrained in common speech, and the Duncan Yo-yo Company subquently had their trademark revoked. Kerone, zipper, thermos, and the Philips-head screwdriver round out the list of houhold goods n
ow in the public domain.
在过去的几年中，很多公司都成为这一普遍的、不受欢迎的市场现象的受害者，失去了他们引以为傲的商标，也丢失了该商标的地位。奥蒂斯电梯公司，因为在其专利品和广告上对商标进行了一般性地使用，就在1950年的一次法院诉讼案中，失去了该电梯商标权。1965年，一法院表示YOYO对大众来说是根深蒂固的，于是邓肯溜溜球公司的商标就被撤销了。在公众领域之下，Kerone煤油、zipper便鞋，飞利浦螺丝起子都丰富了家用商品的品牌清单。
D Genericisation is not an unstopptable process, however, and there are strategies that companies can adopt in order to maintain control of their brand names and avoid them becoming generic. One such strategy is for companies to invent a generic term of their own, which is particularly uful for tho business that have invented unique products for which no existing terminology is available. In the early 1990s, for example, Nintendo so thoroughly dominated the market for video games that many consumers began referring to all such devices as 'Nintendos'. In respon, the company promoted the gene
ric term 'games console: which eventually gained traction and rescued the brand from following the same route as the escalator and the zipper. The Griswold-Nisn company were not so fortunate, however, when they attempted to promote the trampoline as a 'rebound tumbler' - the generic term never caught on and they eventually lost their trademark.
但是，商标退化并不是一个无法阻挡的过程，公司还是可以采取一些策略来保证他们对商标的控制权并防止商标一般化。方法之一就是为自己创造出的独特产品想出一个一般化的商标，因为没有任何一个现存的术语可以适用。在上世纪90年代初期，任天堂公司占据了整个电子游戏市场，由此许多的消费者把所有这类电子设备都叫做“任天堂”。作为回应，该公司对这种一般性质的游戏控制台进行了升级，并由此拯救了整个公司，使其免于奥蒂斯电梯和zipper便鞋的遭遇。
E Other companies have attempted to advi broadcasting rvices, language authorities and the broader public on the appropriate u of their brand name. The Internet arch engine Google, fearing that widespread u of the verb 'to google' could r
esult in future legal trouble, has contacted journalists, dictionaries and even the Swedish Language Council in an effort to avert genericide. In 2006, the company nt out a plea for everyone to 'plea only u "Google" when you're actually referring to Google Inc. and our rvices'. In a similar vein, Xerox corporation was able to successfully encourage urs to eschew the verb 'to xerox' in favour of a generic expression, 'to photocopy: and it was helped to its goal by a ries of snappy ads including: 'You can't Xerox a Xerox on a Xerox. But we don't mind at all if you copy a copy on a Xerox®汪国真的诗歌 copier.'
