I can't udnerstand why xerox wouldn't want that though. So many brands
struggle to achieve a name like that. For instance in the south east US
people here say I want a coke. Not a soda, and it builds brand loyalty.
Xerox's stragegy seems somewhat counter intuitive.


It keeps their brand from becoming generic. If everyone starts referring to
any photocopy machine as a "Xerox machine" then pretty soon they don't stand
out anymore. Of course this is virtually irrelevant these days when well
known brands are slapped on whatever the 3rd party junk of the week is but
at the time there was far more brand relevance.