The legal protection offered to an established brand name prevents that name from being used as a generic name for a product.

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Legal protection, such as trademark registration, aims to prevent others from using a brand name in a way that could cause confusion among consumers. However, if a brand name becomes so widely used that it is seen as the generic name for a type of product (e.g., Kleenex for tissues), it can lose its trademark protection and become genericized, no longer offering exclusive rights to its original holder.

The Legal Protection Offered to an Established Brand Name Prevents