Proper Use of Trademarks
Proper use of trademarks involves a handful of basic and easy-to-apply rules. The general rules set forth below should be followed whenever the Company’s trademarks are used, in order to protect and preserve their value.
A. Trademarks Are Adjectives
Trademarks are adjectives that are designed to identify a particular company, or group of related companies, as the source or origin of a product.
Example: View our entire line of Jacuzzi® whirlpool baths.
B. Trademarks Should Not Be Used Without An Associated Generic Product Name
Trademarks should never be used alone without an associated generic product name. Using a trademark without a generic product name may suggest, incorrectly, that the trademark is the common name for the product or service in question. Instead, always use the Jacuzzi® trademark together with the correct generic name for the product.
Incorrect: We know you will enjoy your jacuzzi.
Correct: We know you will enjoy your Jacuzzi® outdoor spa.
Correct: Jacuzzi® jetted baths can be enjoyed by people of all ages.
A good rule of thumb is to mentally insert the word “brand” after the trademark to see if the phrase makes sense. If it does, the trademark is correctly used as an adjective.
Incorrect: Nothing compares to a jacuzzi (brand).
Correct: Nothing compares to a Jacuzzi® (brand) whirlpool spa.
C. How to Refer to More Than One Trademarked Product
Because a trademark identifies a single source of a particular product and not the product itself, trademarks should never be used in the plural form. Using a trademark in the plural form could suggest that it is a common name for the product and not a trademark. The proper way to describe a plural reference to trademarked products is to use the plural form of the generic product name.
Incorrect: A new shipment of jacuzzis arrives this week.
Correct: A new shipment of Jacuzzi® whirlpool baths arrives this week.
D. Trademarks Should Not Be Used As Verbs
Because trademarks are adjectives, they must never be used as verbs to describe an activity. A person can bathe, shower, or soak, but they cannot “Jacuzzi.” Instead, use an appropriate verb, such as soak, bathe, or relax, to describe an activity suitable for a Jacuzzi® product.
Incorrect: Relax as you Jacuzzi your troubles away.
Correct: Let your troubles float away while you relax in a Jacuzzi® whirlpool spa.
E. Trademarks Should Not Be Used In The Possessive Form
Nouns are sometimes used in the possessive form. For example, one might say, “I find this spa’s color very appealing.” Because a trademark describes the source of a product rather than the product itself, a trademark should not be used in the possessive form. Instead, the generic product name should be made possessive.
Incorrect: This jacuzzi’s standard features include a slip-resistant bottom.
Incorrect: A jacuzzi’s innovative styling is elegant, yet functional.
Correct: This Jacuzzi® shower system’s standard features include a slip-resistant bottom.
Correct: A Jacuzzi® whirlpool bath’s design is elegant, yet functional.