Genericide: The Foe of Big Brands
In Harry Potter and the Sorcerer’s Stone, J.K. Rowling wrote, “to the well-organized mind, death is but the next great adventure.”
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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