Kriti Krishna, Christ (Deemed to be University)
ABSTRACT
A trademark is a form of intellectual property that serves to identify and distinguish the goods or services of one company from those of another. Traditionally, trademarks have been in the form of words, phrases, logos, or symbols. However, in recent years, there has been an increase in the use of non-conventional trademarks, also known as non-traditional trademarks. These are marks that are not in traditional forms and can include sounds, smells, tastes, textures, and even colors.
The use of non-conventional trademarks has grown in popularity as companies look for unique ways to differentiate themselves from their competitors. These types of marks can be more difficult to register and enforce than traditional trademarks, as they often require additional evidence and documentation to demonstrate their distinctiveness and use in commerce. There is an issue related to the non-availability of any uniform standard for the protection of these non-conventional marks. This paper therefore discusses about the importance, issues, graphical representation of nonconventional mark, and the need for protection for such non- conventional marks in the recent era.
Keywords: Trademark, Non-conventional, Sound Mark, Smell mark, Graphical representation
