Referencing Android, using the word 'Android' in a paper
Your thesis or paper is in this respect similar to a newspaper article about the product ("Independent coverage"). Do newspapers use the "TM" symbol if they write about products? No. (At least no newspapers or magazine I know does.)

It is used by people who have an agreement, are cooperating with the proprietor of the brand name in question, to show exactly that.

These "guidelines" (same as e.g. Microsofts EULAs etc.) are not even a binding contract in many legislations, because they try to force them on you after you have already paid for the product.