The New Marketing Development: Fluid Trademark

Iesha Sharma, University of Petroleum and Energy Studies, Dehradun

ABSTRACT

This paper deals with the issue of the Fluid Trademark under the Trademark Act. With the changing of the times, the emergence of technology and business, and the digital change, the new kinds of the mark that are the fluid mark seems to be emerging and the big companies have been using it to attract the consumers and for expanding their business in the online era. It has gained its importance during the time of the Covid-19 pandemic, numerous companies have used the Fluid mark designing by making the new version to promote and spread awareness as emerging as the non-conventional Trademark.

The paper will focus upon the Indian laws with the examination of the scope where the Fluid Trademark can fit in. This paper will try to analyze the current scenario with the various examples and the case with the issues and the attention needed for why there is the need for the protection of such a mark. The issue that will mainly be addressed is whether there is the need for the provisions for the Fluid Trademark in India with the rapidly evolving information technology with the correspondence opportunities for novel branding and fluid marks marketing approach.

Keywords: Fluid Trademark, Protection, Infringement