When deciding upon a brand strategy or trademark, be careful not to choose a name that is too generic – the registrar will ask you to acknowledge the fact that your proposed mark is common and this will weaken your trademark.
Naming an invention involves developing at least two names. One name is the generic name. The other name is the brand name or trademark name.
For example, Pepsi ® and Coke ® are brand names or trademark names; cola or soda are the generic or product names. Big Mac ® and Whopper ® are brand names or trademark names; hamburger is the generic or product name. Nike ® and Reebok ® are brand names or trademark names; sneaker or athletic shoe are generic or product names.
Some trademarks have become generic due to their everyday use e.g. tissue, hoovering and googling.