Explain the benefits of the goods inside. Provide information on warranties, warnings, and other consumer matters. Designing a package that communicates well in all countries is a challenge. Give examples of a brand, a brand name, and a trademark, and explain how to prevent a brand name from becoming generic. Most people choose the brand name product even when they say there's no difference.
Many manufacturers fear having their brand names become generic names.
Names such as nylon, escalator, and zipper became so popular that they lost their brand status and became generic. Companies that are working hard to protect their brand names today include Xerox and Styrofoam. They have very basic packaging and are backed with little or no advertising. Consumers today are buying more generic products because their quality has improved. A product that's perceived as better quality can be priced higher and thus improve profits.