FROM BRAND TO EVERYDAY WORD: WHEN TRADEMARKS BECOME LANGUAGE

This article analyzes some well-known company names becoming generic names for their product types, in other words “brand generation” known as genericide. This phenomenon is a unique process that occurs at the intersection of linguistics, marketing and culture, through which company names are absorbed into the everyday language of people. The study examines five brand names widely used in Asia, particularly in Uzbekistan looking into their origin, too.