The apple changes English to use a convention: IPad becomes flat computer pronoun

Someone says, nonexistent " flat computer market " , exist only " IPad market "

Guide language: Print article says American media today, the rapid development of computer of malic IPad flat has made free scooby costume English used a habit to produce change. No less than with " Gu Ge " replace " search " same, when people hopes to buy computer of a flat, the word that they can recall has IPad only.

It is article full text below:

Predicament of brand name generalization

Yaoshen Davis of director of company of Chicago Abt Electronics (Josh Davis) expresses: "To major person, basically be the concept about IPad to the concept of flat computer. The occurrence of IPad indicated the birth of flat computer, in the life that IPad also leads flat computer people. In the life that IPad also leads flat computer people..

watch casesA lot of businesses make the brand mak most popular selling canon ef 15mm es the name of widely known successfully, but only very few enterprise can make the brand becomes some kind the pronoun of commodity. To similar apple for such enterprise, of name of this one brand " generalization " advantageous have disadvantage. The apple needs to ensure brand acknowledge is spent on one hand, want to avoid brand image aggravation on the other hand.

This also is one of the biggest contradiction that the enterprise is faced with. The enterprise cost millions dollar to create a brand, still need to cost millions dollar to have sale subsequen the best selling brooch pins tly, make brand well known. It is however in this one process, the brand may become the abbreviation of similar product. This resembles is people connects van call guest interest, this will damage the reputation of the brand.

Jin Si of A spy of · of lawyer Michael Er (Michael Atkins) expresses: "Branch of Wu of law of enterprises worries about the generalization of brand, and sale branch pays close attention to sales volume, because insecurity will appear between this both sides. Sale personnel hopes brand name travels as far as possible, and lawyer of trade mark right fears brand is lost to change. And lawyer of trade mark right fears brand is lost to change..

Nevertheless, such case often does not appear. The personage inside course of study estimates, be less than the American brand name of 5% to give the appearance that showed generalization only, and this basically happens in promoting the invention that the market changes or product. These brand names become well known, share of product sale, market and consumer acknowledge are spent exceed a competitor far, the speed that subsequently they transmit with the cold changed English to use a convention.

Dimension of · of Er of Michael of professor of linguistics of university of health N the most popular memory card digital cameras ai Er this (Michael Weiss) expresses: "When this one phenomenon appears, do not have any method to be able to be prevented. You are uncontrollable the development of the language. You are uncontrollable the development of the language..

watch casesThe experience of aspirin and Shi Le

The concern with the biggest company depends on, brand name will be used extensively at describing some kind commodity, bring about a court to think such word too " general " , because this cannot be used at brand. This means any merchandise, even if the product with poorer quality, also can use this one name. In the dispute of a few trade mark right before this, the accused often just is met argue says, uses brand name is in jural it is general.

Going up early century 20 time, pharmacy tycoon did obeisance to ear to be lost with such means " aspirin " and " herion " b free t mobile prepaid cards rand. B.F. Goodrich also at 20 time to lodge a complaint, try to protect what already became general vocabulary " slide fastener " brand. Similar case still appeared 1950 " elevator " , 1963 " thermos " and 1965 " yo-yo " in waiting for brand name.

Estimate very hard, when generalization of name of a brand later, the enterprise will suffer how many loss. The enterprise is afraid still, the generalization of brand name may make consumer generation promiscuous. To avoid such generalization, a few companies highlight brand through sale shift. For example, when " state enlighten " become gradually when achieving the pronoun that can stick, be born by force changed advertisement term, from former " I fall in love with state enlighten " turn into " I fall in love with state enlighten card " .

In addition, "Shu Jie " the hold of brand person Jin Baili also is used on face paper outer packing " Shu Jie card " replace " Shu Jie " , hand-in-hand field headquarters sells conduct propaganda, warn customer " Shu Jie " it is a registered trade mark. In addition, jin Baili also with with " Shu Jie " the report person of paper of face pointing to era undertakes contacting, supervise and urge they undertake amendatory.

Jin Baili total counsel Weiji Magelisi (Vicki Margolis) expresses: "We had a large number of jobs, avoid ' Shu Jie ' serious step ' elevator ' and ' aspirin ' the track of an overturned cart. If we lose this one trade mark, someone else can name sand paper the clean that it is easy even. Someone else can name sand paper the clean that it is easy even..

Shi Le ever also encountered similar problem. Shi Le rolled out the first automatic copycat at was in the United States 1959. In a few years subsequently, the brand that Shi Le tries hard to prevent this company all the time becomes the pronoun of duplicate. Because use the success of happy copycat, a lot of people begin to use " Shi Le " era weighs the copycat, documentation that copies with copycat, it is the behavior of duplicate even.

Barbara of vice-president of advertisement of Shi Lequan ball · Ba Sini (Barbara Basney) expresses: "In the later period in 70 time, shi Le's brand for a time be about to by generalization. We adopted positive step to protect trademark subsequently. " Shi Le cost millions dollar to put in advertisement accordingly, inform " the person of influential force " , include lawyer, reporter and recreational group public figure, shi Le is the brand of this company.

In a advertisement 2003, shi Le expresses: "If you with ' aspirin ' means is used ' Shi Le ' , we will headache. " and in a advertisement 2007, shi Le still expresses: "If you with ' slide fastener ' means is used ' Shi Le ' , so our brand will the door is big. So our brand will the door is big..

A few people are current still with " Shi Le " the pronoun that serves as duplicate. Webster dictionary also initial the ordinary form of a Chinese numeral " Xerox " one word explanation is " use Shile copycat to copy " . Nevertheless Shi Le still expresses, the conduct propaganda of this company is successful.

Shi Le's brand is current very popular still. Seek advice from the data of orgnaization Interbrand according to the brand, shi Le tastes the rank on card value pop chart in the whole world at present the 57th, value is 6.4 billion dollar. More important is, shi Le did not lose his trade mark.

usb harddrive enclosureGu Ge (small gain) different attitude

Fall in another some of circumstance nevertheless, after becoming appellative when brand name, trademark owner jump at this one circumstance. Among them the famousest case is Gu Ge. Gu Ge founds 1998, alta Vista He Yahu is banner Internet search engine at that time. Gu Ge created new algorithm, provided more accurate search result to the user. Subsequently, people begins to use " Gu Ge " will show acting Internet is searched.

The expert inside course of study expresses, the generalization of name of this one brand is beneficial to Gu Ge actually. Law of copyright of university law courtyard teachs Mixiegen Jiessie Ka Liteman (Jessica Litman) expresses: "You say impossibly at the same time ' why I do not go Gu Ge one ' , pass Yahoo at the same time or should undertake searching surely. Pass Yahoo at the same time or should undertake searching surely..

The apple also is benefited from inside such trend. The apple rolled out generation IPod 2001. At present American consumer still with " IPod " will point to era " digital music player " or " MP3 player " . IPad also appears probably similar trend.

In Baltimore sale of a company is in charge of Marie Shimite (in the eye of Mary Schmidt) , "IPad " be equal at " flat computer " , because she has had IPad, and do not know brand of other flat computer. She expresses: "When speaking of flat computer, I can remember IPad. I think this will make a current name. They are ranked the first. They are ranked the first..

The name future that still is not clear about IPad at present whether still can market of dominant flat computer, and malic refus is judged to this buy absolutely. Current, the apple owns higher share in flat computer market. Except IPad, product of other flat compute the best selling t mobile prepaid cards r still includes Yamaxun (small gain) Kindle Fire and SamSung (small gain) Galaxy Tab. According to the data of Gartner, s the most popular brooch pins ales volume of global flat computer was 63.6 mill most popular selling memory laptop toshiba ion last year, and IPad occupies among them agreement 73% .

Roll out more product as the competitor, market share of the apple will drop probably. Nevertheless the expert inside course of study expresses, this won't affect consumer to be spent to the brand acknowledge of IPad. Liteman expresses: "Apple very be good at this on one hand. The apple will tread the red line of brand name generalization, be clear about at the same time make clear, IPad is the registered trade mark of malic flat computer. IPad is the registered trade mark of malic flat computer..

Rolled out IPad 2010 when the apple when, a lot of people think " malic flat computer " and " ITab " it is properer name. And another some of person thinks even, IPad resembles the name that is woman things. It is nevertheless after two years, these crosscurrent already were forgotten.

· of Allan of president of Landor of brand research firm Adamusen (Allen Adamson) expresses: "Final, IPad is very successful, although this is not considered as the properest name. IPad already became the synonym of flat computer. " (dimension gold)