Rowling’s sentiments may be valid in the world of fantasies but in the world of big businesses and valuable brands, the death of a trademark may torpedo business into eventual nothingness. This is owed to the fact that marks have come to take on a ‘mythical status’. History is replete with the corpses of valuable brand whose successes and common usage was the harbinger of their demise, a process with the appellation “Genericide”.

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