mind share

Every advertiser tries to capture the attention of the market against all competition. If they can achieve the situation where a consumer equates their product with all products of that kind, whatever the brand, then they have achieved maximum mind share. This has the attendant risk that their brand becomes the generic word and they then lose control of it. The words bandaid and escalator are examples of brands that have become generic.  So gaining mind share has it up side and its down side.