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Kangen and Kleenex…One and the Same? Product Branding in the Ionizer Industry

Kangen or Kleenex

How many times have you heard one of your prospects ask, “Is this Kangen water®?”

If you’ve ever taken a marketing class, you know that branding is one of the most important things any company can do to help sell their products.  To break into a marketplace and have everyone become so familiar with your product’s name is every company’s dream…or so you’d think…

“Brand names become generic when they are so commonly used that people associate the brand name for every product of that type regardless of who manufacturers it, or who trademarked the name. The trademark becomes synonymous with a product. And while you would want your product to become that well known, a trademark can lose the right to registration and protection if it becomes generic.”                                ( Inventors)

Typically, when a company invents a product or launches it successfully into the marketplace, the product name becomes its generic name.  There are so many familiar products in our lives where this has happened; products like Kleenex, for example.  When you have to blow your nose, you don’t ask, “May I please have a facial tissue?” No, you ask for “a Kleenex”.  Why? Because Kimberly-Clark did such a good job of penetrating the original marketplace with their tissues since launching in 1924, that everyone automatically associates the word “Kleenex” with anybody’s tissues.  We don’t ask for a “Puffs” or an “Equate” tissue. We ask for a “Kleenex”. The problem here is that when your product’s name becomes this successful, it can actually become meaningless.

Kangen is no different than Kleenex. Here at AlkaViva, we get phone calls from people asking if AlkaViva’s ionized water is “Kangen water®”. This article should help to answer that question as you position AlkaViva’s cleanest, healthiest water in your marketplace with your customers.  Like Kleenex, Dry Ice, Band-Aid, Scotch Tape, Q-tips, White-out, Windex, and Post-It Notes, “Kangen” is often the common, everyday term for ionized water.

In developing prospects or telling new people about anything, it is important to first develop a relationship. After all, isn’t what we do often referred to as “Relationship Marketing”?

In the past, when telling someone new about AlkaViva’s cleanest, healthiest water, you may have cringed when asked if it is Kangen water®. Now’s your opportunity to welcome that question. Whenever you engage someone in a conversation about the water – where they do not feel like they are being sold – you take one more step toward educating our world about the quality of water they are drinking.

When you open that door comfortably, you develop rapport with your prospect and share a common topic – one that they will really get – where you start the process of making a friend along with the possibility of that friend realizing the power of investing in their health through an AlkaViva ionizer.

So…the next time someone asks, “Is this Kangen water®?” you can say: “It’s so much more. Kangen water® claims to have healthy properties, but it is not clean and will likely contain many contaminants. This is UltraWater; it is the cleanest AND the healthiest water you can drink.”

UltraWater. Now there is a brand!



1 Comment
  1. Alex this is so great. You told me this info several months ago and it helped me tremendously converse with people. I have been asked dozens of times “what is the difference between Kangen water and YOUR water” Thanks to you coaching me back then, I confidently give the appropriate answer. Cheers to you once again!! I love, love, love this new newsletter. Many thanks..xoxo

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