To be caught in a situation where your mark has lost its distinctiveness is truly awful, and potentially disastrous to companies or trademark owners. When you create a mark, with its uniquely coined name and/or logo, and seek protection for that creation, you would surely believe that it is exclusive and that no one else has it, uses it, or can use it.
Having confidence that it is a unique mark, you are eager to develop the goodwill of the mark, and building goodwill – as we all know – requires substantial expenditure, time and effort.