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Xerox: avoiding a ‘genericide’ headache


Xerox: avoiding a ‘genericide’ headache

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Xerox works hard to ensure its brand avoids becoming a generic term in the same way Aspirin and Zipper have done. Margaret Walker, general IP counsel at the company, tells WIPR about some of her work.

If you search for something online you ‘google’ it; if you do up your trousers or coat you ‘zipper’ or ‘zip’ them; and if you wrap a parcel you may ‘sellotape’ it. 

But if you photocopy something, do you ‘Xerox’ it?

Margaret Walker certainly hopes not.

Margaret Walker, Xerox, photocopy, printer, Zipper, Aspirin, generic, genericide, trademark,


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