Brand infringement issues become more complex when a brand is so well established that it may be considered a generic term, such as Kleenex.

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When a brand becomes so well established that it is used to refer to a whole category of products, it is considered a genericized trademark, and it can create complex brand infringement issues. Examples of this include Kleenex for facial tissues and Band-Aid for adhesive bandages.

Brand Infringement Issues Become More Complex When a Brand Is