The very first that came to my mind is Jeep. In some countries it literally means SUV nowadays.The term is so ingrained that pretty much everyone says like this: 'He's got a BMW Jeep' or 'Look, that's a nice looking Jeep, surely it's Mercedes!'. The funniest thing is that nobody can ever see a real Jeep anymore,as nobody buys them( talking about Europe here).
In my country, "Jeep" is actually an official vehicle classification category from the transportation ministry, which includes cars such as Suzuki Jimny and Katana. FCA (and Ford) doesn't have official presence here anymore, so nobody probably bother to lobby the government against it.
How is this an example of trademark erosion? Fiat-Chrysler still owns the rights to the name and would easily be able sue a competitor that tried calling their vehicle a Jeep. Sure, it's colloquially used as a genericized trademark, but it's not a true example, unlike ones like aspirin, cellophane, escalator - or yes, trampoline.
People using it colloquially is exactly the thing that leads to trademark erosion.
Most eroded trade marks were previously owned and registered. It's not the registration that gives trademark protection. Trademark protection exists to protect the market place. It prevents companies from piggybacking on someone else's success.
But if the consumer doesn't think that "Jeep" is a mark, but a form factor, then no one is protected from any misunderstanding and it would be no longer a trade mark. Happened to Motorola in 2005 with "flip phone".
Really I think this illustrates best that trademarks are of dubious sanity. They attempt to police language but have no real control over it - pouncing like attack dogs to try to set an example to the kind of people who call all game consoles "Nintendos". In practice it seems like makework for lawyers which we need like a hole in a head - while to defend imaginary property in pursuit of imaginary lost profits.
I can't help but think society would be better served by using the court system for just about anything else including seeking damages from the gentleman who sold them the brooklyn bridge.
I would want some defense if someone was using say a trademark I made for kid entertainment vulgarly. Unfortunately marketing does sometimes mean policing language, if you would end up in an unfortunate position due to association
Jeep is actually enforcing this! In the game hill climb racer 2 there were two vehicles, "Jeep" and "Super Jeep". They had to change the names of the vehicles in the game... (To "Hill Climber").
There seemed to be tons of Jeep brand SUVs in Italy when I was there in October. Our rental car was one without asking for it, and there were four in a row at our hotel in Amalfi. Maybe they are popular in tourist areas?
Right now I live in London and all I see are European SUVs (Range Rover,MB,Jaguar,BMW) with an occasional Toyota or Lexus and maybe 1 Jeep out of 10000 other cars.
We've got it more or less the same in Lithuania with a lot of brands. "Pampers" is the default name for nappies. "Scotch" and "Xerox" are popular in Slavic languages,we never picked these up for some reason. Here,in the UK, the more popular ones are: Stanley Knife( any retractable knife) or Hoover( Vacuum cleaner).
For most of my life I didn’t know Jeep was a brand. It’s simply what you call most off-road vehicles in German. And looking at Wikipedia it seems like that is the case in most of Europe.
