Modest Hero

Although not as instantly recognisable as the Wrangler, the 1983 Jeep Cherokee was a well-conceived and thoroughly engineered vehicle that served its maker well over three decades.

1985 Jeep Cherokee Limited (c) hemmings.com

Genericization is a rather ugly word, but it describes a phenomenon whereby a market-leading proprietary brand name becomes so dominant that it is used to describe a generic product. It can be a double-edged sword for manufacturers. On one hand, it recognises their market leadership but, conversely, it can lead to the loss of valuable trademark protection.

Cellophane, escalator, zipper and aspirin are all examples of formerly trademarked proprietary names that Continue reading “Modest Hero”