What does "genericide" mean?

Minneapolis trademark lawyer David D’Zurilla defines the term “genericide.”

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What is meant by the term genericide? Genericide is a term used in trademark law, wherein a trademark have become generic. Good examples are aspirin used to be a trademark. It is no longer a trademark. It describes a particular medication. Escalator used to be a trademark. It doesn’t describe a particular source anymore, it describes the good, the moving stairs.

Kleenex and Xerox became close to becoming generic, but those companies have been able to save their marks and it’s not you don’t have someone Xerox something for you. You have someone make a photocopy for you on a Xerox photocopy machine.