Trademark News & Screw-ups Xerox Corp. warns Filipinos: 'Xerox' is a trademarked brand, not a verb

Xerox really doesn't want their brand to become generic. But is it too late? Yes, the public commonly uses the word "xerox" in the generic sense, but as long as Xerox remains the only manufacturer that calls their copiers Xerox, Xerox may actually stand a chance. It's not just about the word itself, it's about the word slapped on the actual copiers that matters. Either way, Xerox is doing whatever they can to protect their brand or to at least prolong its existence. We'll see how far they'll last.

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