http://www.forbes.com/bbsbrands/2004/03/31/04bbsbrandsland.html www.businessweek.com/pdfs/2005/0531_globalbrand.pdf PRODUCT POSITIONING.... http://www.marketingpower.com/content1482.php When brands become too popular or descriptive of a product category, they risk becoming public property and losing trademark protection. Brands that have worked hard over the years to remain exclusive trademarks include L'eggs ( http://www.leggs.com ), Rollerblade ( http://www.rollerblade.com ), Formica ( http://www.formica.com ), and Teflon ( http://www.teflon.com ). Former trademarks now considered generic—thus, public property—are cellophane, aspirin, shredded wheat, cola, linoleum, and lite beer.

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