The words Kleenex and Xerox illustrate another technique for creating new words, namely, using specific names of products as names for products in general (generification). Hence, Kleenex, a brand name for facial tissues, has come to denote facial tissue in general. Xerox is the name of the corporation that produces a wellknown photocopying machine, and much to the dismay of the company, the term Xerox has lost its specific brand-name connotation and has come to be used to describe the process of photocopying in general ( I Xeroxed a letter). Hence, in casual speech we can commit the grave sin of talking about buying a Canon Xerox machine.
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