Valerie wrote :

>I certainly understand
>that brand names become so popular that they no longer are truly a proper noun.
>Thus when someone says xerox, they no longer are describing a company brand.
>For any business, this is the pinnacle of success, to have your product's
>name used in this manner.  Name recognition is a big part of advertising.
>

Valerie,
I respectfully disagree.  Companies actively fight generic use of their
trademarks, spending money advertising correct use in writers magazines
and conferences.  If the trademarked name becomes common useage for the
generic product, the company could lose their very valuable trademark.
Therefore Xerox corporation asks writers to use "Xerox (insert
registration symbol) brand photocopy machine" rather than the generic
lowercase "xerox", and likewise to use the generic term "photocopy" when
talking about the output of such a machine.
Catherine Watson Genna, IBCLC  NYC

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