The process of making something generic, general, or non-specific; the act of treating something as a member of a general category.
From 'generify' (a back-formation from 'generification') plus the suffix '-ation'. This term is relatively modern, emerging in linguistics and cognitive science in recent decades.
Brand names that become generic verbs—like 'google,' 'xerox,' or 'kleenex'—are undergoing 'generification,' which is both flattering (your product is so famous everyone uses it as the word) and terrifying (you lose trademark protection).
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