Approaches to non-traditional trademarks : exploring the options.

• Main Authors: Chiam, Faye Pui Hoon., Lim, Julian Jie Ren., Wee, Jeremy Ze Min.
• Other Authors: Samtani, Anilkumar K.
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Product management
• Online Access: http://hdl.handle.net/10356/10502
• Institution: Nanyang Technological University

Many feel that non-traditional trademarks are the dominant branding strategies of the future. However, there has been considerable debate over the suitability and feasibility of non-traditional trademarks as there have been difficulties encountered when seeking to register them. Another issue is the extent to which consumers can link the 5 senses to a brand, and whether unconventional marks may result in consumer confusion. This paper presents the findings of studies we conducted to determine the two issues stated above. Subsequently, we will analyze the pros and cons of non-traditional trademarks and evaluate if they are worth pursuing.