Antonomasia, the linguistic phenomenon of using a brand or proper name to designate a generic product, is the ultimate mark of a company’s reputation.

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The power of antonomasia in the collective imagination

Labello®, the iconic brand that has transformed lip care, has just been named France’s Favourite Brand in its category. This result, based on a study carried out by Opinion Way in December 2024, illustrates the enduring confidence consumers have in this lip stick, which has become an essential. Its name is now used to refer generically to all lip balms, a sign that it has taken root in the everyday lives of the French.

Labello® is not alone in achieving this status. In the world of household appliances, the name ‘Frigidaire’ has become synonymous with refrigerator, even though it belongs to General Motors. Similarly, ‘Scotch’ is frequently used to describe any adhesive tape, even though there are many alternatives on the market.

In the digital world, ‘Google’ is a perfect example of this phenomenon. How many of us say ‘google’ instead of ‘search online’, even when using other search engines? This usage reflects a reputation that is both enviable and risky.

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When brands become cultural icons

In addition to their commercial function, these brands, which have become part of everyday language, embody a certain durability. For example, ‘Bic’ has become the generic word for ballpoint pens, even though many other brands offer similar products. This entrenchment in linguistic habits illustrates their ability to respond to consumer expectations over the long term, while at the same time making their mark on the collective imagination.

However, not all brands seek this antonomasia. Some fear losing their identity to an overly generic usage. That’s why companies like Xerox and Kleenex are investing in communication campaigns to remind people that their names are brands, not generic products.

The challenge of longevity

Becoming a generic benchmark is an achievement, but maintaining it is a major challenge. This prestigious status is based on a solid brand strategy and irreproachable quality, but it’s not enough to simply settle in. Brands must constantly innovate, anticipate market developments and respond to changing consumer expectations.

This dynamism is essential if they are to avoid eroding their image and remain relevant in the face of increasingly intense competition. Ultimately, it is this ability to adapt and reinvent themselves that guarantees their place in the minds and daily lives of users.