branductとは 意味・読み方・使い方

語源

Calqued from French branduit, itself a blend of English brand and French produit (“product”).

名詞

branduct (複数形 branducts)

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1. (まれに) A genericised trademark, or a design that has become inseparable from a particular brand
   1. Brand product which is a unique and specific blend of a recipe, a name, a packaging and a design
      • In extreme case, the product is so specific that there is no equivalent, and the product is not only a product, but an entire product category of which it is the sole representative. This phenomenon has been described by some through the neologism 'branduct' (Swiners, 1979), an abbreviation of brand product. These branducts are so unique, so specific that they have no other name than their brand name. We se this in Post-it, Bailey's Irish Cream, Malibu liqueur, Mars, Bounty, Nuts. Jean-Noël Kapferer, The New Strategic Brand Management, Kogan Page, 4th edition, p. 357. on Wikisource.
   2. Name of a product that transfers its name (または is associated by the audience) to all products of the same category, even if they belong to other brands.
      • Under the light of this phenomenon, stronger brands which command or lead a category may be involved in cases of generic names with no defense, if they do not watch the correct and legal use of their brand from the start. Those are the so called “cannibalization” or vulgarization cases, and they are at risk of becoming generic names of the category they created or liberated at the time: The Aspirina, a Mistol (washing-up liquid), a Kleenex (tissue), a Thermo, the Jacuzzi, the Tiritas (bad-aids), a Velcro, a ColaCao (chocolate drink), a tres-en-uno (lubricating oil), etc. are some examples. These are brandnames that ended up naming a whole category in Spanish [[1]]