brand names: when to capitalize
A brand name vs. the ordinary word for the product.
A brand name is a proper noun, so it takes a capital letter: Kleenex, Xerox, Band-Aid. For the product in general, use the ordinary word: tissue, photocopy, bandage. When people use a brand name so widely for the general product or action that the name loses its association with one company, dictionaries record it as an ordinary word, and it takes lowercase, such as escalator, zipper, and the verb google. Omit ™ and ® in running text.
Examples
UseHe needed a bandage for the cut. (the ordinary word for the product)
UseShe bought a box of Kleenex. (the brand, which is a proper noun)
UseHe googled the restaurant’s hours. (dictionaries list the verb in lowercase)
AvoidHe needed a band-aid for the cut. (a brand name keeps its capital letters)