In a blow to those who seek to take away Trademark rights, Google Hangs Onto Its Trademark in Court

No matter how often you invoke a certain internet search engine’s name when doing online research, Alphabet Inc. still owns the brand.

That’s the upshot of a federal appeals court’s decision Tuesday rejecting the argument that
Google has become so popular as a verb that it should lose its status as a protected trademark. Genericide, as it’s known, is the curse of companies whose brands gain such strong currency in the marketplace that they morph into product categories.


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