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Most marketers hate it, actually.
When the brand becomes the generic the utility of the brand-naming is GONE.
You may say 'bandaids' but chances are you'll go and buy Curad or the house brand or the Cool Ones with SpongeBob SquarePants on 'em rather than REAL Johnson & Johnson Band-Aids.
While they can't stop common usage, many manufacturers will track and stop published uses (for example, mentions in novels or movies) that do not involve proper compensation for the use of the trademark/brandname.
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