If you walk into a general store in Pakistan and ask for Surf, the response from the shopkeeper is likely to be ‘Kaunsa wala?’ (‘Which one?’).

Without even realising it, you used a brand name to identify what you are seeking without necessarily wanting the actual brand you named. The fact is that we all tend to subconsciously use brand names to refer to generic products that we are looking for. From a marketing perspective, it feels like a dream come true – your brand name has turned into a category identifier. It is also not uncommon to use brand names in phrases such as “Easypaisa kar do,” “Yeh wala Surf acha hai“ or “Yeh walay Pampers theek nahi hain“ – and people will understand exactly what you mean. If you say “Mospel laga lo” they know you mean apply mosquito repellent and not “use Mospel.” This happens when Top of Mind (TOM) scores are high. Whether or not this is a good thing in the long run is another matter.

Is Tom a Good Thing

TOM awareness is a key marketing goal. The more the brand recall, the higher the chances of it driving preference and sales. When people associate a product category with a brand, it indicates market leadership and deep-rooted brand equity. It also benefits from increased consumer trust and repeat purchases.

There is, however, a fine line between dominance and dilution. When a brand name becomes so embedded in people’s daily language and replaces the product category name, it risks turning into a generic term – the point at which the brand loses distinction and instead of being a name that refers to a specific brand due to its quality and attributes, it becomes another word in the dictionary. Pampers was one of the first baby diaper brands in Pakistan and has now become synonymous with disposable nappies. Similarly, Elfy has become a category identifier for any super glue (Super Glue itself is a brand that has gone generic).

More Common Than You Would Expect

Brand names turning into generic product names is not unique to Pakistan, and there are several global examples. Take Jacuzzi – originally a family-owned company that invented the modern-day hot tub in the fifties. The brand became so dominant that people started referring to all hot tubs as Jacuzzis, regardless of the manufacturer. Similarly, Velcro is a company that invented the classic fuzzy and scratchy fasteners in 1941. Then, due to its widespread use in shoes and bags, people began calling all such fasteners Velcro. This became a big concern for the company, and they created a campaign called ‘Don’t Say Velcro’ to remind people that the name refers to a specific brand and not the product itself.

A popular adhesive product originally manufactured by 3M and marketed under the brand name Scotch Tape became so popular that people started referring to any clear plastic based tape as scotch tape. Then there was the moving staircase that was developed by the Otis Elevator Company in 1900 and branded ‘Escalator’. Today, the word escalator is used generically around the world to refer to moving stairs. Other such examples include Band Aid, Popsicle, Thermos, Q-Tip, Bubble Wrap, Frisbee, Hula Hoop, Jet Ski and Styrofoam.

Or a Bad Thing

According to US trademark laws, when a brand name becomes commonly used, it can lose its legal trademark protection, a process referred to as ‘genericide’ (the process where a trademark or brand name becomes a common noun or general term for a product or service, losing its exclusive brand recognition and potentially its trademark protection – defined by Google). Trademarks exist to protect brand identity, ensuring that only the owner can use the name for commercial benefit. The most serious consequence of genericide is when the brand name enters the public domain, meaning competitors can legally use it – allowing them to capitalise on the brand equity it has built up.

What Can Be Done About It?

Becoming a household name is a mark of success – but for brands, it is also a delicate balance between market leadership and losing control. When a name becomes so ingrained in everyday language that it replaces the product category itself, it’s both a sign of dominance and a potential branding risk. The key for brands is to embrace their influence while safeguarding their identity by actively reinforcing their distinct brand positioning. The real power is not in being remembered but in being recognised as the preferred choice.

Branding is about more than a name – it is about the experience. Brands that stand the test of time are not only those that people remember; they are the ones that people actively choose every time.

Alyan Khan-Yusufzai is an advertising practitioner with over a decade of experience in multiple regional markets.