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Title:

How, if at All, should the Law of Trademarks Adapt to the Rise of Sensory Marketing?

Subject and Keywords:

trademarks   law   sensory marketing   intellectual property

Abstract:

This paper examines the suitability of trademark law for the regulation of sensory marks. By using academic opinion and case law, it argues that the courts in the EU are too reluctant to acknowledge the registrability of some non-conventional marks given the fact they have become traditional in practice. Finally, the paper concludes that lawmakers and officers of state agencies handling intellectual property identification should recognise certain sensory marks as registrable trademarks.

Date issued:

2017

Resource Type:

text

Detailed Type:

article

Identifier:

eISSN 2084-1264

DOI:

10.1515/wrlae-2018-0016

Language:

eng

Abstract Language :

eng

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Access rights:

Attribution

License:

Creative Commons - Attribution (CC BY 4.0)

Rights holder:

Copyright by Wroclaw Review of Law, Administration & Economics, published by Sciendo

Autor opisu:

WR U/PAdbg