Xerox

Definition

Xerox refers to a brand name that has become synonymous with photocopying, stemming from the company Xerox Corporation, which developed the first plain paper photocopier. Over time, this term has evolved into a common reference for making copies, regardless of the actual brand of the copier used. The term 'xerox' is a classic example of how a trademark can transition from being a distinctive identifier to potentially becoming a generic term, illustrating the spectrum of distinctiveness from fanciful to generic marks.

5 Must Know Facts For Your Next Test

1. Xerox was founded in 1906 and introduced the first commercially successful photocopier in 1959, which changed how documents were duplicated.
2. The term 'xerox' is often misused as a verb, which has raised concerns about the potential for the trademark to become generic.
3. In legal cases, Xerox Corporation has actively defended its trademark rights to prevent the term from being deemed generic.
4. The brand name Xerox is derived from 'dry writing,' referencing its dry copying process compared to earlier methods that used wet chemicals.
5. Xerox has diversified its business model beyond photocopying, now offering digital printing solutions and document management services.

Review Questions

• How does the evolution of the term 'xerox' illustrate the concept of distinctiveness in trademarks?
  • The evolution of 'xerox' shows how a once-distinct trademark can lose its uniqueness and become generic. Initially, it identified Xerox Corporation's specific photocopying products but, through widespread use as a verb for any copying process, it risks falling into genericide. This shift highlights how trademarks can move along the spectrum of distinctiveness, emphasizing the importance of companies protecting their marks from becoming too widely associated with general product categories.
• Discuss the implications of genericide for companies like Xerox and how they can combat this issue.
  • Genericide poses significant challenges for companies like Xerox, as it threatens their ability to maintain exclusive rights to their brand. If 'xerox' becomes a generic term for all photocopying, the company may lose its trademark protection and market differentiation. To combat this issue, companies must actively monitor and enforce their trademark rights through marketing campaigns that promote proper usage of their brand names and by pursuing legal actions against those who misuse their trademarks.
• Evaluate how Xerox's brand management strategies can impact its market position and influence other brands facing similar challenges.
  • Xerox's brand management strategies are crucial in maintaining its market position amid threats of genericide. By actively defending its trademark and educating consumers on proper usage, Xerox can retain its distinctiveness and reinforce brand loyalty. These strategies not only help in safeguarding its own mark but also set an example for other brands facing similar challenges. Companies can learn from Xerox's proactive approach in promoting awareness about the importance of trademarks, ultimately influencing industry standards for trademark protection and enforcement.

Related terms

Genericide: The process by which a trademark becomes so widely used that it loses its distinctiveness and is treated as a generic term for a type of product or service.

Fanciful Marks: Trademarks that are invented words or terms that have no meaning other than to identify a brand, considered the strongest type of trademark.

Trademark Dilution: The weakening of a famous trademark's ability to identify and distinguish goods or services, often through unauthorized use by others.