Brand names hold significant importance for most companies. A lot of money is spent on their creation and even more on establishing them in the market. Only a few companies manage to make their product name so well-known that it replaces the original, generic term for the product category in common language. So far, there have been no precise studies in the field of marketing that provide an explanation for the emergence of this phenomenon. This book develops theories that point to factors that favor the emergence of generic brand names. These factors are examined to what extent they can be actively influenced by companies to generate generic brand names. Furthermore, the economic and legal implications for companies are analyzed. Finally, three case studies investigate the practical applicability and relevance of the theories.