atw: Re: BlackBerry devices? [SEC=UNCLASSIFIED]

Another example would be the "Hoover" brand of vacuum cleaner. When I was a kid people would usually talk about doing the "hoovering" with the "hoover", not "vacuuming" with the vacuum cleaner. Showing my age here ;-) . 

Janice Gelb wrote, on 19/07/2007 1:37 p.m.:

In that case, I guess I didn't explain it well enough :->
Having your product name be a household word is indeed a
good thing, but only if everyone is aware that it's a specific
brand. If it becomes a popular generic household word, then
people don't perceive your brand as being any different than
any other brand and you've lost your advantage.

For example, there's a brand of refrigerator in the US called
"Frigidaire." It was one of the earliest refrigerators
manufactured and in certain regions of the US, people refer
to refrigerators in general as "frigidaires." But just
because everyone knows the name "Frigidaire" doesn't help
the manufacturer sell more. If people need a new refrigerator,
they're not going to look for the Frigidaire brand -- they
might not even know that there *is* a Frigidaire brand.
They're just going to look at general refrigerators.

Crporations want their brand to stand out as the best named
product of a generic thing, not as the thing itself.

-- Janice

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Dave Reynolds                         Phone: (64) (3) 358 1029
Senior Technical Author               Fax: (64) (3) 359 4632
Tait Electronics Ltd                  Email: dave.reynolds@xxxxxxxxxx
PO Box 1645
Christchurch
New Zealand


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