Logogenericism. n. The evolution of a trademark name into a common name that transcends and is used to reference an entire product line.
Some people have tried the terms eponym, generification, and/or metonymy for this process, but none seem to quite fit.
The Historicals: a Kleenex, a Xerox, a Coke, a Walkman, the Frigidaire, a Polariod, some Scotch tape, some Tylenol, a Thermos, some Clorox, a Band-Aid
Lesser Degree: in Webster's, my Levi's, your Teva's
Google: "If you don't know, why don't you just Google it?" (for fun, check out "Googlewhacking")
Mapquest: "I'm sure you can MapQuest that more easily than I can give you directions."
Palm: "Give me your email and I'll put it in my Palm."
Can I use any of these in Scrabble?