Some brand names are so well-known, they end up becoming the default word we use for an entire product category. Have you ever said, “Google it” instead of “search online”? Or asked for a “Kleenex” when you really meant a tissue? This kind of language shift is more common than you think, and it’s a fascinating study of how branding, language, and culture collide.
Let’s explore brand names that became generic, how that happens, and what it means for your own brand.
What is a generic trademark?
A generic trademark, also called a genericized trademark, is when a brand name becomes so common that people start using it as the everyday word for a product or service. Over time, this can cause the brand to lose its legal protection.
For example, “Laundromat” was once a trademark but became generic after the registration expired. Others, like “thermos” and “escalator,” lost protection because consumers used them as generic terms.
Related: Trademark symbols explained
Brand name examples that entered our vocabulary
Some brand names that became generic are now so common that you might not even realize they started as trademarks. What begins as a product name can turn into the default word we use for an entire category. From tech to household staples, the brand names listed below have become part of everyday language.
1. Google
Originally a play on the word “googol” (a 1 followed by 100 zeros), Google quickly became the internet’s top search engine. Just a few years later, “googling” became the go-to term for online searching, so much so that Merriam-Webster added it as a verb in 2006.
2. Xerox
Xerox revolutionized office life with its 1959 release of the Xerox 914, the first plain paper photocopier. Its dominance was so complete that “to Xerox” became shorthand for copying documents. The company ran ads in the 1970s asking people not to use the name generically, but it’s still part of everyday language to this day.
3. Kleenex
Need a tissue? Most people ask for a “Kleenex,” no matter the brand. First introduced as a makeup remover in the 1920s, Kleenex found its stride when customers started using it to blow their noses. The company embraced the shift, and its tissues became a household staple.
4. Band-Aid
Band-Aid was invented in 1920 by a Johnson & Johnson employee whose wife kept injuring herself in the kitchen. He created a small strip of gauze with adhesive edges, and a brand was born. The name stuck—and eventually, so did its place in pop culture.
5. Velcro
Velcro was invented by a Swiss engineer who was inspired by burrs stuck to his dog’s fur. The name comes from a combination of the French words "velours" (velvet) and "crochet" (hook). Despite the brand’s efforts, most people now use it for any hook-and-loop fastener.
6. ChapStick
ChapStick was created by a Virginia pharmacist in the 1880s. After changing hands and getting a branding boost in the 1960s, it became the go-to product for chapped lips; and eventually, the name for lip balm in general.
7. Post-it
Post-it Notes were born from a happy accident at 3M in the 1970s. A scientist trying to develop a strong adhesive ended up with one that was oddly weak but reusable. Another colleague found the perfect use for it—sticky notes—and the rest is office supply history.
8. Tupperware
Tupperware didn’t take off until the 1950s, when the now-iconic home parties made it a household name. The brand’s airtight containers helped usher in the era of leftovers and fridge organization. Today, “Tupperware” is used for almost any plastic food storage container.
9. Scotch tape
Scotch tape was invented in the 1930s during the Great Depression by a 3M engineer who wanted to help people seal packages without string. It became so popular that the product name is now used for any clear tape.
10. Bubble wrap
Believe it or not, Bubble wrap started as a failed attempt to create textured wallpaper. It wasn’t until IBM used it to ship computer parts that it found its true calling in packaging. People use the term to describe any air-filled packaging, regardless of who makes it.
11. LEGO
LEGO started as a wooden toy company in Denmark in the 1930s before switching to plastic bricks in the 1950s. The brand’s name comes from the Danish words "leg godt," meaning “play well.” Now, people use LEGO to describe any small plastic building block.
12. Vaseline
Vaseline was introduced in 1872 by chemist Robert Chesebrough, who discovered the healing potential of petroleum jelly after seeing oil workers use it on burns and cuts. The brand became a staple in medicine cabinets, and now the name is often used for any product with a similar texture or purpose.
13. Ziploc
First sold in the late 1960s, Ziploc bags were one of the earliest resealable plastic bags designed for home use. Their sliding and press-to-seal designs made them indispensable for leftovers and lunch packing, which eventually led to the term “Ziploc” becoming the go-to term for just about any resealable bag.
14. Crock-Pot
The Crock-Pot was inspired by a Jewish stew called "cholent," which is traditionally cooked slowly over many hours. Rival Manufacturing launched the first Crock-Pot in the 1970s, and its name became so closely tied to slow cookers that it’s now used for nearly all models on the market.
15. Thermos
The thermos was originally called a vacuum flask until it was renamed in a 1904 naming contest. The name caught on and eventually stuck as the catchall term for any insulated beverage container, even after the original trademark lapsed.
16. Flip phone
Popularized in the late ’90s by Motorola’s StarTAC, the flip phone design felt futuristic at the time. While “flip phone” isn’t a registered trademark, it became the unofficial name for clamshell-style mobile phones.
17. Memory stick
Sony introduced the Memory Stick in 1998 as a proprietary storage format for its digital cameras. While the brand name never fully overtook “flash drive” in popularity, “memory stick” became a widely used term for portable USB storage.
18. Dumpster
“Dumpster” comes from the Dempster Brothers, who combined their name with the word “dump” to market their new trash containers in the 1930s. Though it was once trademarked, the word became so widely used that it lost protection and entered the public domain.
19. Jacuzzi
The Jacuzzi brothers originally developed hydrotherapy pumps for medical use, but by the 1960s, their invention had morphed into a luxury home spa. Today, the name “Jacuzzi” is often used for any whirlpool bath or hot tub.
20. Jeep
The origin of “Jeep” is still debated—some say it comes from the military designation “GP” (for “General Purpose”), while others point to a cartoon character named Eugene the Jeep. Either way, the name became forever linked with rugged, off-road vehicles, not just the original design.
21. Jet Ski
Kawasaki introduced the first Jet Ski in the 1970s as a stand-up personal watercraft. While it remains a registered trademark, “Jet Ski” quickly became the default name for any similar watercraft, regardless of who made it.
22. Yo-Yo
The yo-yo has ancient roots, but it was trademarked in the 1930s by the Duncan Toy Company. After years of widespread use, courts declared it generic in 1965. Today, it’s one of the few toys whose name has outlived its trademark.
23. Jell-O
Jell-O gained massive popularity in the 20th century thanks to colorful ads and recipe booklets. Despite being an active brand, “Jell-O” is often used to describe any flavored gelatin dessert.
24. Popsicle
The original Popsicle was invented in 1905 by an 11-year-old who accidentally left a flavored soda mixture outside to freeze. The treat became a summertime staple, and now “Popsicle” is commonly used for any frozen dessert on a stick.
25. Plexiglas
Plexiglas was developed in the 1930s as a lightweight, shatter-resistant alternative to glass. It became widely used in everything from aircraft canopies to sneeze guards. Its popularity led to the name being used to reference any clear acrylic sheet.
26. Styrofoam
Styrofoam is a trademark owned by DuPont, used for a specific type of rigid insulation. However, most people use it to describe disposable foam products like coffee cups and takeout containers, despite those products being made from an entirely different material.
27. Breathalyzer
The Breathalyzer was patented in the 1950s by a former police captain to help officers test for alcohol impairment. Now, any handheld alcohol testing device is casually called a “breathalyzer,” even though many use different technology or brands.
28. Roomba
iRobot launched the Roomba in 2002, bringing robotic vacuuming into everyday homes. As competitors entered the market, “Roomba” became a blanket term for nearly all robotic vacuums.
29. Sharpie
Sharpie introduced its first permanent marker in 1964 and quickly became a favorite for labeling just about everything. The name is often used interchangeably with “permanent marker,” no matter the brand or color.
30. AstroTurf
AstroTurf debuted in the Houston Astrodome in 1966. The brand name has become so closely tied to artificial grass that people now use it to refer to any synthetic turf, from stadiums to backyard putting greens.
Why does this happen?
When a brand name becomes the default word for a product, it’s usually because it’s easy to say, easy to remember, and completely dominates the category. Think about it: “Band-Aid” is a lot faster than “adhesive bandage,” and “Popsicle” rolls off the tongue more than “frozen juice on a stick.”
Cultural influence plays a big role, too. Advertising, pop culture, and media mentions can all help a brand name catch on. Tupperware parties, for example, became a cultural phenomenon, which helped make “Tupperware” the go-to word for any plastic container with a lid. The same goes for seeing characters in movies use a “Sharpie” or grab a “Kleenex.” When a brand name gets repeated in everyday moments, it tends to stick.
In some cases, the brand was simply first to market or the best known for decades, giving it a head start in our vocabulary. Over time, brand names that became words blend into our language so seamlessly that people stop thinking of them as trademarks at all. It’s a mix of smart marketing, everyday convenience, and the way language naturally evolves.
Conclusion
From Google to Jet Ski, brand names that became generic tell a bigger story about how we use language, how we connect with products, and how powerful branding can be. These names didn’t just sell items; they shaped culture and became part of everyday conversations.
If you’re building a brand of your own, it’s worth paying attention to how these names caught on. Strong branding can help you stand out, grow faster, and maybe even make your mark on the dictionary.
Ready to build a brand that sticks? Use GoDaddy’s logo maker and domain name generator to start building your business identity today!
Disclaimer: All known trademarks contained herein are the property of their respective owners and their inclusion does not represent any affiliation, endorsement, or sponsorship.
