Even so, a company will want to avoid losing the trademark: https://en.wikipedia.org/wiki/Generic_trademark#Avoiding_genericization https://en.wikipedia.org/wik

Even so, a company will want to avoid losing the trademark: https://en.wikipedia.org/wiki/Generic_trademark#Avoiding_genericization https://en.wikipedia.org/wiki/Generic_trademark#Avoiding_gen... (Lego is one of the examples as a success story for this approach)