Why Do Some Americans Refer to ALL Tissues as Kleenex?
The term Kleenex today is so ubiquitous in American lexicon that it is often used interchangeably with 'tissues.' This phenomenon of a brand name becoming synonymous with an entire category of items is not uncommon. But why do Americans specifically refer to all tissues as Kleenex, and how does this compare to other brands and countries?
Brand Names and Market Share
When a brand gains such a significant share of the market and extensive media exposure, it can lead to the phenomenon of a genericized trademark. This is particularly evident with brands like Xerox, Kleenex, and Coca-Cola.
For instance, Xerox dominated the photocopier market, and now, many people use the term 'Xerox' to describe any kind of copying or photocopying. Similarly, Kleenex, which originally referred to a brand of facial tissues, has now become the default term for all types of tissues, whether they are facial tissues, paper napkins, or handkerchiefs.
Legal Considerations and Trademark Protection
When a brand is trademarked, there are legal considerations to ensure it is protected. In the case of Coca-Cola, the legal department of Coca-Cola USA ensured that the term 'Coke' could only be used to refer to their specific product. If someone were to substitute Coke with another soda, such as Pepsi, and still claim it was 'Coke,' this could result in legal action against the business. Such strict adherence to trademark laws is crucial to maintaining brand integrity.
Market Dominance and Genericization
The process of genericization happens when a brand name becomes so widely recognized that it starts to replace the generic name for the product. This often occurs in the absence of robust trademark protection. Kleenex is a prime example of this, where people so commonly use the term to refer to any tissue, even if they are not using a Kleenex brand product.
In the United States, many brands have become genericized, including Scotch Tape (3M Tape), Aspirin (manufactured by Bayer), Escalator (Otis), Bubble Wrap (Sealed Air), and Fibreglas (American Fiberglass Products Company).
Cultural Context and Brand Association
The phenomenon of brand-name genericization is not unique to the United States. In the United Kingdom, for instance, the vacuum cleaner brand Hoover has become so synonymous with the activity that people often 'hoover' their carpets without even realizing they are using brand-specific terminology. This cultural context is crucial in understanding why certain brand names become so associated with specific products.
Public Awareness of Brand-Naming
It is important to note that public usage of trademarked brand names does not always reflect the correct generic terms. When reading product labels, it is often clear that the manufacturer is the one using the trademarked term. This awareness helps to differentiate between brand names and generic terms, maintaining clarity and accuracy.
Conclusion
The phenomenon of Kleenex being used to describe any and all tissues is a prime example of brand naming and genericization. It highlights how a brand can become so ingrained in the market that it effectively replaces the more generic term for its product category. Understanding this phenomenon can provide insights into market dynamics, legal protection, and cultural usage of language.