The 10 most frequently used brands

TRADEMARKS ARE USED TO DISTINGUISH PRODUCTS AND SERVICES IN THE MARKET. The main purpose is to create not only a product, but also an identifying name, an entity that is not only tangible but has a real purpose for consumers. It is that tenacity that gives the product its boldness and distinctive imagery. Separate the end user from the manufacturer and marketer.

That being said, some brands do take over our daily lives. They are personified to the extent that they become part of our vocabulary without prior notice. By using the brands, we actually mean verbalizing it daily instead of consuming the product. Here are the 10 most used brands in the world:

1. Google– The implicit definition of the brand name is: ‘look up’. There are many search engines on the Internet, but Google seems to find a niche for itself and we are left with the so-called verb. If you have doubts about the fact that this search engine is widely known, then Google it!

2. fedex– The default definition of FedEx is: ‘ship’. This company is an international courier service with branches all over the world and people widely use this service to send packages for business and domestic purposes. However, we have grown accustomed to the service to the extent that everything shipped is classified as ‘FedEx’. Ironically, we even come across ‘fexdexing’ packages from competing shipping companies without even understanding the rhetoric behind the imperceptible mix-up in that operation.

3. Scotch tape– The implicit definition of Duck Tape is: ‘secure it tightly’. Many people may not be aware that Duck Tape is actually a brand and not just some strong adhesive tape that just secures things. Known to have been invented since World War II, Duck Tape’s ability to weave together history and standards over the years is indicative of its true characteristics.

Every tape we use to keep water out and secure a package tightly is considered “duck tape”, but we don’t know it could be from another brand. Some manufacturers get smart enough to use the name “Duct Tape” so as not to stray too far from the original name. That is a difficult situation!

4. adhesive dressing– The implicit definition is: ‘Cover the wound’. Anything we use to cover cuts is most often classified as a band-aid. This world-famous portable medical adhesive bandage was invented in the 1920s. This happened when an employee of a famous pharmaceutical company found his wife frequently injured while cooking. The idea took off when they found a safe way to cover the wound and years later Band Aid became America’s #1 First Aid Friend.

Athletes can also be seen applying these plasters to cuts and bruises during sporting events. However, there are hundreds of sanitary strips available on the market, but one gets used to the name of this little adhesive giant and while many competitors are overlooked when using their products, there is nothing we can do to put a “Band-Aid” on this issue.

5. armor all– The implicit definition is: ‘cleanliness, protection and inner shine’. If you’ve just ‘Armored All’ the car, you’ve just had the interior cleaned and polished. Even if you have used turtle wax, which is a second brand to look out for by the way, people use this brand very often.

Armor All is a tolerable cleaner for your vehicle. I say tolerable as it is gentle on vinyl and rubber finishes. Also, it is soluble in water and has a smell that everyone can identify. However, this brand may not be widely used as its name, but those who have actually used the product and are satisfied with it will continue to promote its wonders.

6. gleaner– The implicit definition is: ‘Newspaper’. Contrary to popular belief, Gleaner is not the generic name of a newspaper, it is a brand name and many people adopt the name and call all newspapers “Gleaner”. Some publishers stick to the principle and give it their local name along with the tile or “Gleaner” mark attached.

Gleaner by the way, is the name given to the crops that are harvested to pick them up. Jamaica was the first country to name its newspaper ‘Gleaner’ in 1834. From then on, this document spread throughout North America and the entire world. The next time you buy a newspaper, remember that Gleaner is not the name of the product, but the brand name for widely used informational newsprint.

7. Aspirin– The implicit definition is: ‘headache antidote’. Have you ever had a headache and said you’re going to take an aspirin? The chances are, 9 times out of 10; the medicine we take is not brand name aspirin. Aspirin is the name of a medicine taken to relieve headaches and pain. There are literally hundreds of headache and pain pills on the market that people take, but aspirin gets all the credit.

8. Kleenex– The implicit definition is: ‘hand towel for the car or the house’. Sometimes I wonder if we are aware that the name is not necessarily Kleenex but we use the name for convenience. This name has been around long enough for us to use another substitute. However, whoever started this mess needs to use ‘Kleenex’ before it becomes a legal issue.

9. Laundry– The implicit definition is: ‘the place where clothes are washed, cleaned and dried’. If you are in the laundry cleaning business, you have the right to name it whatever you want. The trick is that the name Laundry easily identifies what the business is about.

Laundry is surprisingly a brand and not the generic name for your laundry cleaning operation. So 10 out of 10 times when you ask someone where they’re going, the answer would be ‘Laundry’, even if you call the company ‘Betty’s Cleaning Company’.

10 touch tone– The implicit definition is: ‘anything that encodes dual tone multi-frequency (DTMF) signals. We’ve used that brand for years getting used to the name, but surprisingly, it’s a brand invented by AT&T. Many telecommunications companies use touch tone features in their operations to facilitate communication.

I don’t know if the use of the phrase implies any infringement of the company’s trademark law, but the phrase itself can be found in the dictionary and that may exempt you from potential legal action.

On the subject of duplicating and replacing brands, Xerox, which is interpreted as any paper to photocopy or duplicate, is widely used in offices without being noticed. There is an expression that says: words are the wind, but the above trademark examples show that some words are extremely powerful winds.

Naming a product is bringing it to life and when we become part of that family, we bring a whole new meaning to the product and brand image. Everything has gone into creating and marketing our products and services and since it is part of our daily routine, we are now able to create a dictionary with standard meanings instead of implied interpretations for these frequently mentioned marks.