"its lawyers want to keep the word out of the dictionaries, because they say it should represent a brand."
Really? Where did you read that?
Anyway I don't think it's possible to keep this verb out of the dictionaries. In Sweden it's already there: "googla,googlade, googlat" (google, googled). It's very useful. If people have computer problems I often tell them in Swedish that "google is my friend" or ask them if they have googled.
EDIT: I found a source myself - I know how to google
So Google Is No Brand X, but What Is 'Genericide'?
But it's an article from August 2006!