Jeanine Coetzer has an LLB cum laude degree from the University of Pretoria. She is an Attorney of the High Court of South Africa. In her first year at Spoor & Fisher, Jeanine is working within the field of trade mark enforcement.
Imagine if 'zoom' became a synonym for conducting online video meetings, regardless of the app used – or worse, became a verb. In this way, ZOOM would lose its distinctiveness and become a generic trademark and its owners would be unable to stop others from using 'zoom' to refer to online conferencing services. This would not be a first. Over the years, many brands have come to realise the adverse consequences of a trademark that is too successful.