DISCUSSION ON VARIOUS NON-CONVENTIONAL TRADEMARKS

Abstract

It is known that companies spend a considerable amount of energy and time in building brand awareness, goodwill and reputation among consumers. As Jeff Bezos very rightly said, “A brand for a company is like a reputation for a person.” therefore, it is likely expect a good return on their investment in terms of consumer satisfaction and higher sales. Given the lightning pace at which technology is advancing, industries were mainly evolving in terms of design and innovation processes. Which resulted in increase in threats of plagiarism, piracy and intellectual theft. Intellectual Property was thus, formulated with an aim of protecting the innovation capabilities of firms and stifling anti-competitive tendencies. Trademarks form an integral part and aim on safeguarding the delusion and improper use of the mark. The article will however focus on the area of trademark law - non-conventional trademarks, with reference to the recent Indian Trademark Rules of 2017.