The trademark will become generic.
A generic trademark, also known as a genericized trademark or proprietary eponym, is a trademark or brand name that has become the generic word for, or synonymous to, a wide class of products or the services, frequently against the trademark's owner's wishes.
Generic words are never eligible for trademark protection. They are phrases or symbols that convey the sort of goods or service being provided. The names "email" and "modem" are both generic. Similarly, "cereal" is a grass whose edible component is utilized for breakfast.
Generic terms cannot be registered under trademark law, and the proprietor is not protected.
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