The value of a trademark may be lost if they become generic. For example, words like thermos, aspirin, and cellophane started their lives as names for specific products but gradually were used so commonly that they became generic names. 

Brand counterfeiting, or the deliberate use of an existing name, logo or design on products that do not come from the genuine source is also a problem for strong brands. The Brand Names Education Foundation estimates that counterfeiting is a $60 billion industry worldwide, costing legitimate manufacturers 130,000 jobs annually. Unfortunately, the stronger the brand, the more lucrative counterfeiting becomes, and the more important brand protection becomes.