Google fiercely guards how its trademark is used. So, it isn’t surprising that the company recently asked the Swedish Language Council to remove the word “ogooglebar” from its list of new words for 2012. The term translates to “ungoogleable” in English and is defined as “something that cannot be found with any search engine.”
As Google seems to be acutely aware, and so should you, a trademark owner can lose its federal registration if the mark loses its distinctiveness and becomes synonymous with a generic product or service. For instance, the Otis Elevator Company lost its trademark registration for “elevator” after the term become generic. Zipper, originally a trademark of B.F. Goodrich, suffered a similar fate along with aspirin.
To maintain the distinctiveness of its mark, Google also discourages the use of the term “googling” in reference to web searches. In a 2006 blog post, the company wrote: “While we’re pleased…
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