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once chosen, the brand name must be protected. many firms try to build a brand name that will eventually become identified with the product category. brand names such as kleenex, jell-o, band aid, scotch tape, velcro, formica, magic market, post it notes, and ziploc have succeeded in this way. however, their very success may threaten the company's right to the name. many originally protected brand names such as cellophane, nylon, aspirin, kerosene, linoleum, yo yo, trampoline, escalator, thermos, and shredded wheat are now generic names that the seller can use.
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