Product-Attribute Fixation happens when brand is much more than a product . Apt example is

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Product-Attribute Fixation occurs when a brand becomes so dominant in consumers' minds that it's associated with an entire product category or a specific product feature. Xerox is a classic example of this phenomenon, as the brand name became synonymous with photocopying, leading people to use the term "Xerox" interchangeably with making photocopies.

Product-Attribute Fixation Happens When Brand Is Much More Than a Product