Commodities are branded to distinguish  them from other competing commodities from others. Branding makes these distinct. However, when a brand name becomes too popular, there is a risk of it getting commoditized once again.In other words, it becomes generic.

A brand name should be used just like a brand name. If we use it like a noun or a verb, there is this danger of losing it. We have to say, get the document photocopied, rather than get it xeroxed.Once the brand name becomes generic, we will not be able to protect it. Even while choosing a brand name, a distictive name must be chosen, rather than a name like Super Glue or Windsurfer which are difficult to protect.