Word of the Day: Antonomasia

antonomasia (an-tihn-uh-MAY-zha)
noun
Latin word, from the Greek antonomazein, meaning “to name instead”
anti- {instead of} + onomazein{to name (from onoma, name)}

1. The substitution of a title or epithet for a proper name, as in calling a judge “Your Honor.”
2. The substitution of a personal name for a common noun to designate a member of a group or class, as in calling a traitor a “Benedict Arnold.”

It’s a compelling word. Five syllables. Quite cumbersome. Not a word I would expect to hear in everyday vernacular, but it does have some relevancy. Interestingly enough, this word is now being used in reference to trademarks; specifically, brand names that have become “genericized” in modern vernacular.

According to INTA, product popularity is a huge culprit in creating these antonomasias with regard to trademarks. Improper advertising, marketing and labeling all contribute to the loss of distinctiveness with marks, since consumers use the mark as the actual name of the product or service.

Kimberly Clark’s KLEENEX® Brand invented the facial tissue category in 1924, and is one of the most recognized examples of a name that has become synonymous with its particular category. Other popular examples include: Xerox, Aspirin, and Band-Aid.

The first listed tip from INTA on preventing trademarks from becoming genericized is to use the trademark as an adjective, rather than a noun or verb. For example, correct usage is “I need a Kleenex tissue,” not, “I need a Kleenex.” This is challenging when you consider the ways in which we communicate today: I don’t drive a Honda car, I drive a Honda. I’m not going to the Target store, I’m going to Target. Couple that with our tendency to shortcut, and you’ve got some antonomasias in the making.

Got a forecast for a trademark that’s on its way to becoming generic? Leave us a comment and let us know. We promise to give you a shout out once it happens!