For other uses of this term, see vulgar.
Vulgarization, commonly used trademark is a term used in the field of industrial property to refer to some trademarks whose name is entrenched in popular speech to become descriptive of the generic product or service and not only of the specific product or service they initially protected; it is a form of metonymy in which one part defines the whole. As an example, maize starch is known as cornstarch, one of the most important brands. The causes are usually the monopolization of the market by the company that owns the rights of the brand, or an excessive popularity of the same. In order to achieve this status, a judicial process must be carried out, initiated by third parties who are affected by their interests.
Examples of these terms are velcro, gillette, post-it, rimmel, yo-yo, kleenex, jeep, donuts, danone, kanikama, Baunty, Kotex, Modess and others. Especially important are those in the chemical and pharmaceutical sectors, for example kerosene, aspirin, heroin, etc.
Common brands should not be confused with white marks (sometimes called generic marks) or generic products, especially generic medicines.
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