Generic Branding - Bite the bullet or not!!!

When the success of a brand becomes its curse. Certain brands become famous and gain iconic status. They go on to straddle the product category and many companies are happy and proud of that status. A danger always lurks around the corner –The brand becoming generic to the category. in other words the brand becomes the category.  Sample these,

Any Place that serves economic thali meals is called a Mess in South India. It is a short form of the word "mess hall" which comes from the Old French word "mes," which means "meal."  In the early days of the military, soldiers would eat together in a communal dining area. The food was often served on long tables, and soldiers would share their food and utensils. This type of dining arrangement was known as a "mess."

Military hotels are another very strange generic name for hotels and restaurants that serve nonvegetarian food in Andhra Pradesh, and especially in Karnataka. In earlier times most of the hotels served only vegetarian food and the chefs from the military forces started the craze for non-vegetarian food and quickly all non-vegetarian hotels became “military hotels”.

The word "tiffin" is used in South Indian English to refer to breakfast/snacks. The term may have originated during the British Raj when the British combined their afternoon tea tradition with the Indian custom of eating a light meal in the afternoon. The British called this meal "tiffin", which comes from the English slang term "tiffing" which means "to take a sipping". 

In other parts of India, "tiffin" usually refers to a packed lunch, while in South India and Nepal, it's generally a snack eaten between meals. Tiffin can be a snack, a packed lunchbox, or a sweet or savoury dish. These are usually vegetarian, with less spice, and served in small portions. Some popular South Indian tiffin dishes include idli and dosa. 

Dalda: A customer goes to a Kirana store and asks for “Dalda” The shopkeepers could give any brand of Vanaspati. What is the catch? “Dalda” is the brand name of Vanaspati, a hydrogenated vegetable oil. A trademarked brand of HLL (Hindustan Lever Limited).  

Kirana Shop: Come to think of it the word "Kirana" is itself generic. Kirana is a Hindi term for small, family-owned grocery stores that sell groceries and other sundries. The term comes from the Sanskrit word Kritanna which means "what is prepared:" or Groceries". In Marathi Kirana means "assorted" or "non-specific" items like tea, sugar, and spices. 

Kirana stores are also known as mom-and-pop stores typically run by all the members of a single family. They are integral to a local community and provide informal credit, especially in rural areas. Customers can buy on credit on a weekly or monthly basis.

We go to the shop and holler “Xerox this document” We are assuming that the owners will take a “Photocopy” of the document. Xerox is a brand of Rank Xerox which holds a trademark on the word “Xerox”. 

Ideally, the shops should say “Photocopy shops” Instead of Xerox Shops. In Dehradun, the norm is to say, “Photostat shop”.

All small eateries in Dehradun are called “Maggi Point” even if Maggi or noodles are not part of the fare. 

Funnily alcohol shops are called “English wine shops”. 

Small eateries where biscuits, Samosas, and tea are served are called “Irani Cafes” and the chai becomes “Irani chai” Bawarchi in Hyderabad has already become generic, and Paradise should be careful that it does not follow suit.

Similarly, the sharing auto in Dehradun becomes the “Vikram” and the seven-seater sharing Tata van becomes “Magic”. Vikram and Magic are the brands of the companies making these products. 

Autos in Ethiopia are called “Bajaja” after the company!

So what is the problem? The shopkeepers can easily palm off competing brands as the brand has become generic. This could mean a great loss of revenue for the company. So if “Teen Gulaab” is asked for (Brooke Bond Three Roses) the shopkeeper can give any other similar packaged tea instead of Brooke Bond Three Roses. 

Also in rural areas due to illiteracy customers might come and ask for “Bachoo wala paint”. Asian Paints the company painstakingly built a brand around its boy Mascot Gattu) will not get the benefit as the shopkeeper could give the customer any other brand. The only thing needed is a small cartoon figure of a boy with a paintbrush!

Products that became Generic to the Category

No	Brand	Category
1	Dalda               -	hydrogenated vegetable oil (India)
2	Maggie Point    -	Small eatery (Dehradun)
3	English Wine Shop	Alcohol stores (Dehradun)
4	Vikram	Sharing Autos (Dehradun)
5	Magic	Bigger seven-seater Tata vans (Dehradun)
6	Bajaja	Any Three-seater auto in Ethiopia
7	Tiffin	Small snacks, can be breakfast too (India)
8	Mess	A place where quick meals are served (India)
9	Kirana shops	Small Business run by members of a single family (India)
10	Xerox	Photocopy (India)
11	Google	Internet Search
12	WhatsApp	Short messaging System
13	Colgate	Toothpaste (India)
14	Bisleri	Mineral water (India)
15	Volvo	Deluxe Bus (in India)
16	Godrej	Iron cupboards (India)
17	Jeep	Multi-Terrain four-wheel drive vehicle
18	Aqua Guard	Water Purifier (India)
19	LIC	Life insurance policies (India)
20	Stepney	Spare tire
21	Scooty	Gearless two-wheelers (India)
22	Sintex	water tank (India)
23	Zipper	Zip fasteners are a device used to bind two flexible materials together
24	Band-Aid	Medicated Bandage
25	Kleenex	Cleaning Tissue
26	Scotch Tape	Sealant for Packages
28	Jacuzzi	hot tubs, bathtubs, saunas, showers, and swim spas
28	Memory stick	electronic data storage devices that use flash memory to store digital information
29	Post-it	small piece of paper with a re-adherable strip of glue on its back, made for temporarily attaching notes to documents.
30	App	An abbreviation for application, a software program that bundles together features for a user access
31	Aspirin	A nonsteroidal anti-inflammatory drug (NSAID) used to reduce pain, fever, and/or inflammation
32	Bubble warp	The pliable transparent plastic material used for packing fragile items
33	Cellophane tape	Thin, transparent sheet made of regenerated cellulose made for sealing
34	Duct tape	Cloth- or scrim-backed pressure-sensitive tape, often coated with polyethylene
35	Fibre Glass	Fiber-reinforced plastic using glass fiber
36	Frisbee	Flying Disk
37	JCB	Earth Moving Vehicle
38	Kerosene	Combustible hydrocarbon liquid which is derived from petroleum
39	Tupperware	Tupperware is an American company that manufactures and internationally distributes preparation, storage, and serving containers for the kitchen and home
40	Walkman	Portable audio player

Keywords: Brand success, Iconic status. Product category, Genericization, Generic Products, Brand names, Brand association, Trademark infringement, Cultural influences, Consumer behavior, Market evolution, Kirana stores, Xerox, Dalda, Maggi Point