Xerox has often used advertising to shore up support for its brand against genericization. The above ad appeared in The Hollywood Reporter in 2010, and was discussed in the ABA Journal that year as well.
Failure to police your trademark may put it at risk
By Joseph Honescko
"Companies that do not stay ahead of potential problems can end up weakening their trademark and their brand."
—Tom Kulik, Scheef and Stone
Since there is no government agency, including the United States Patent and Trademark Office (USPTO) that keeps track of unauthorized uses of a company’s trademark, it’s up to the company to do their own policing to protect them. Failure to do so can have severe consequences, including losing all rights to the trademark. The risk is real, regardless of company size.
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