Brandverbing is a linguistic process that involves creating new verbs using a brand name to describe an action typically associated with that brand’s product or service. Contemporary examples of brandverbing include terms like “to google,” “to uberize,” “to photoshop,” or “to shaza.” This phenomenon is not new and can also affect older brands, such as “to paint over,” “to pressure wash,” “to highlight,” or “to tape.”

While brandverbing can offer advantages in terms of visibility and brand image, it often stems from spontaneous consumer initiatives and is rarely actively encouraged by companies. However, some brands may occasionally use these new verbs in their own advertising campaigns (“Let’s ‘flunch’!”). Although distinct, brandverbing can sometimes pose a risk to the brand if it is associated with actions of commercialization. Furthermore, it can become a marketing issue if the created verb has a negative connotation or aims to criticize questionable brand practices.

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