Antonomase is a linguistic and marketing phenomenon where a brand name becomes commonly used as a generic term by the public and the media. This process exposes the trademark holder to the risk of losing legal protection, as a trademark cannot be defended if it becomes a common noun. To preserve their rights, owners must combat the misuse of their brand as a generic term, particularly by engaging with the media. Paradoxically, this phenomenon can also strengthen the brand image by reinforcing its status as a benchmark or leader in its field.