Dominant mind share
At the extreme, mind share is the status a brand can achieve when it co-exists with deeper, more empirical categories of objects. Kleenex, for example, can distinguish itself as a type or brand of tissue. But, because it has gained significant mind share amongst consumers, it is frequently used as a term to identify any tissue, even if it is from an opposing brand. One of the most successful firms to have achieved this is Hoover, whose name was for a very long time synonymous with vacuum cleaner (and Dyson has subsequently managed to achieve similar status, having moved into the Hoover market with a more sophisticated model of vacuum cleaner).
Mind share can be established to a greater or lesser degree depending on product and market. In Texas, for example, it is common to hear people refer to any soft drink as a Coke, regardless of whether it is actually produced by Coca-Cola or not (the more accurate term would be 'cola').
A legal risk of having dominant mind share is that the name can become so widely accepted that it becomes a generic term, and loses trademark protection (referred to as a genericized trademark). Examples include:
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