3. Choosing a brand name

3.1. Great Examples

Great examples of brands that have become household names are those that stand for an entire type of product. No matter which brand of scotch tape a customer is actually using, s:he can refer to it by saying: "Please pass me the cello tape" or "Tesafilm" in a German context. Another example would be "cleanex" or "Tempo" which stand for any type of tissue paper. Another such example is Coca-cola. Even if you are buying a Pepsi cola, you are still drinking a "coke".