(MONEY Magazine) – Imagine creating a brand name so powerful that it became a verb in the English language. Then imagine what it would take to squander such predominance. Well, the people at Xerox Corp. (XRX, NYSE, $107, 2.8% yield) did both. In 1974, Xerox controlled 85% of photocopier sales; by 1990, it commanded less than 17%. But analysts now say that after years of upgrading quality and streamlining its business, the $14.6 billion company seems poised for a stunning comeback. In Xerox's core business of black-and-white copiers (two-thirds of revenues), sales are running 10% ahead of last year. But the firm's future lies in color printers and copiers, according to CS First Boston analyst Curt Rohrman. The company is strongest in so-called digital publishing, in which printers and copiers are hooked up to computer networks to allow output in many locations simultaneously -- at a quality comparable to offset printing. Analysts think that digital publishing -- where Xerox's Docutech system dominates -- could capture 25% of offset printing's $100 billion market within five years. Analysts believe that Xerox is headed for earnings growth of at least 30% this year and next and about 20% in 1996. Recently, the stock traded at about 13.5 times estimated 1995 earnings, vs.15 times for the S&P 500. The stock's P/E could rise at least to a par with the market, carrying Xerox to $140 within 18 months, up 31% from here, says Prudential Securities analyst Alex Henderson.