What is one effect of using a well-known brand name generically?

Using a well-known brand name generically can lead to the risk of losing trademark status. When a brand becomes widely used as a generic term for a product rather than being recognized specifically as a trademark, it can undermine the distinctiveness that the company has worked to maintain. This phenomenon is often referred to as "genericide."

For a brand to remain protected under trademark law, it must be used in a way that maintains its status as a unique identifier of the brand owner's goods or services. If consumers begin to use the brand name to refer to the entire category of products rather than the specific brand, the trademark can lose its protection. Famous examples include names like "Aspirin" or "Kleenex," which started as trademarks but lost their protection over time due to widespread generic use.

Thus, the concern about losing trademark status is significant for companies, as it threatens the value of their brand and can lead to decreased market control.