Al Ries[0] describes this as the "The Law of Generic": a brand dilutes itself when it tries to refer to a generic category because it doesn't distinguish itself from competition. He gives 2 examples. There was a company making biscuits that called themselves National Biscuits Company. They abbreviated that to Nabisco and became a brand. There was a company making electrical appliances that used to call themselves General Electric Company. They abbreviated that to GE and became a brand.
[0] https://www.amazon.com/22-Immutable-Laws-Branding/dp/0060007...
Al Ries[0] describes this as the "The Law of Generic": a brand dilutes itself when it tries to refer to a generic category because it doesn't distinguish itself from competition. He gives 2 examples. There was a company making biscuits that called themselves National Biscuits Company. They abbreviated that to Nabisco and became a brand. There was a company making electrical appliances that used to call themselves General Electric Company. They abbreviated that to GE and became a brand.
[0] https://www.amazon.com/22-Immutable-Laws-Branding/dp/0060007...
https://www.amazon.com/22-Immutable-Laws-Branding/dp/0060007...
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