Xerox Generic Brand Battle
In a memo written by Xerox and posted to a Filipino subreddit, the brand reminded the public that the term ‘Xerox’ is, in fact, a registered trademark and name brand, not a synonym for ‘photocopying.’ Directed at the Filipino market, this memo came years too late for some. In Tagalog, the language spoken in the Philippines, the word ’seroks’ is commonly used to refer to making copies and has become culturally synonymous with it.
Many other products, like Pampers, Kleenex, etc. have transformed from brand names to generic terms due to regular use, and Mirriam-Webster has even identified the term “Xerox” as a word meaning “to copy on a xerographic copier.”
Despite their trademark, Xerox has been fighting to retain their originality and avoid becoming a generic term for years.
How do you think the value of a brand changes when its name becomes ubiquitous? What else could brands like Xerox do to avoid genericide? Share your thoughts on this trademarking screw-up in the comments below.
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