Det kallas "generiska varumärken" eller "eponymer".
On a sidenote: Adobe inte gillar verbet "photoshoping" eftersom varumärkesskyddet åker in i public domain om det blir en vedertagen neologism.
Adobes budord:
Trademarks are not verbs.
Trademarks are not nouns.
Always capitalize and use trademarks in their correct form.
Trademarks must never be used as slang terms.
Trademarks must never be used in possessive form.
Trademarks are proper adjectives and should be followed by the generic terms they describe.
Trademarks must never be abbreviated.
The trademark owner should be identified whenever possible.
http://www.adobe.com/misc/trade.html#photoshop