The Multidimensional Question Of 3 Dimensional Trademarks

The product market today is highly competitive. If a brand does not constantly evolve itself, it is at the danger of failing to satisfy its customers. To keep reinventing itself, it must ensure protection to the assets that bring value to the company. For this reason, it is important to give recognition to non-conventional trademarks, such as shape of goods, 3D marks, sound marks, smell marks, etc., through which we can identify various products and services provided by companies.A company may use traditional trademarks to distinguish itself in the market. Traditionally, trademark protection was only given to words, symbols, devices and other 2D marks. However, with the changing trends in market, non-traditional marks came into the picture. Chanel No. 5 came to be recognised by its smell, Yahoo came to be recognised by its Yahoo yodel, and Coca Cola vied to be recognised by the shape of its glass bottle.