I guess the dream of any marketing person is to have 'their' product become so associated with its function or genre that the brand name enters the language. It's one step above becoming a household name. Hoover managed it in the UK with their vacuum cleaners. I've never heard a British person talk about vacuuming, only hoovering.
In France, Unilever have managed it with Maïzena. Recipes don't call for fécule/amidon de maïs (cornflour/starch), they tell you to use 2 c. à c. Maïzena (2 tsp cornflour). One of the nice things about Maïzena, too, is that it is actually 100% maize. In the UK a product can be called Cornflour, but when you read the ingredients list it turns out to be wheat starch - a trap for all those needing to cater for gluten free diets.
In case you are wondering:
1. The pair of dots on the i in Maïzena tell you that the i is pronounced, so instead of being 'mayzena' the word is said more like 'myzena'.
2. Cornflour should more properly be referred to as cornstarch, as it is in America. It is not a flour, extracted with a dry milling process, but a starch, extracted using a wet process.
3. c. à c. in French recipes stands for cuillère à café, literally, 'coffee spoon', but in practice this is what would be called a teaspoon in English. c. à s. stands for cuillère à soupe (='soup spoon'), a measure which would be called a table spoon in English. And I'm not going to get into the whole English language thing of how much a tablespoon actually holds and the fact that traditionally a tablespoon is not the spoon you put on the table (that is a dessert spoon).
4. The use of the word corn to mean specifically maize is a New World thing. Traditionally, in Britain, the word corn meant cereal grains in general and could be used interchangeably with the word wheat.