from the point of the view of the manufacturer I'm not sure it makes any difference if it's a noun or a verb. I don't know that Google (the company) is bothering to alert its lawyers, but technically - if you look up something on Ask.com, are you googling it? Such is Google's dominance, I think you probably are, the word has become generic. But Google would probably disagree with this. Similarly, can you hoover the floor with a Dyson? In common speech, probably yes. In Hoover's lawyers' offices, probably not.