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Sensory Branding

Sensory branding doesn’t focus on the visual perception of a trademark. In other words, it doesn’t address the eye, but rather other senses such as hearing, or the sense of smell or touch. It’s difficult but not impossible to obtain trademark protection for such signs, provided that the sign can be graphically represented — in other words, if it can be unmistakably described, for example.

Sound Branding
A sequence of tones can characterize an article or a service as a product by establishing an association between the tone sequence and the product if the tone sequence is brief and concise. Some typical examples of this are ring tones on a telephone, or jingles typical of radio or television broadcasts. In the future, virtually noiseless electric vehicles will probably be provided with an artificial sound source with features that can also indicate the origin of the sound. Sound marks would provide suitable trademark protection for this type of auditive or sound mark.

Olfactory Branding
A certain unmistakable fragrance can also be well suited to indicate the origin of a product. If this fragrance can be clearly described and the other prerequisites for trademark protection have been met, then it can be placed under trademark protection as an olfactory mark.

Haptic Branding
People’s sense of touch can also be important in marketing a product. It enables the product to be recognized from the uniquely distinctive feel of a shape or surface texture. In principle, a mark of this type can also be given trademark protection as a tactile mark if it can be described and if it is suitable for indicating the origin of the product.   More...