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ARTICLE · 18 OCTOBER 2024

Protection Of Position Marks In India

S.S. Rana & Co.
S.S. Rana & Co.
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S.S. Rana & Co.

S.S. Rana & Co.

Established in 1989, S.S. Rana & Co. is a premier intellectual property and corporate law firm...

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In today's world of short-lived attention span, brand essence has to be encapsulated in a single glance.

IndiaIntellectual Property

Introduction

In today's world of short-lived attention span, brand essence has to be encapsulated in a single glance. Since businesses fight for attention in a crowded consumer market, creating visual identity by strategic placement of marks can prove to be a potent tool. These marks go beyond just the design or logo itself, and instead focus on the distinctive positioning of the trade mark as a source identifier for the brand.

Some key examples of successful position marks include the red soles on Christian Louboutin shoes (1532644a.jpg) and the three-stripe design on Adidas footwear (1532644b.jpg). In these cases, the placement of the colored sole or stripe pattern has become so closely associated with the brand that it serves to distinguish the products from competitors.

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