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Business View Magazine
Ziebart International
Corporation
Worldwide leader of automotive aftermarket products and services
When a company’s name becomes synonymous with
the product or a service that it provides, it’s said that
its brand has become “genericized.” This happens
when the company, itself, or one of its products, be-
comes so ingrained in consumers’ minds, that they
conflate it with the general product category or specific
service that it represents. For example, Jacuzzi is only
a type of hot tub – not all of them, but people enjoy
“taking a Jacuzzi.” Kleenex is a brand of tissue – there
are others, but people ask for a Kleenex. And Google
is a company that invented a search engine - not a
verb that means to look for something while surfing
