All posts by Ward Cools and Adelind Van Driessche

Non-Conventional Trademarks: the senses

Non-Conventional Trademarks Article #2: Trademarks that stimulate the senses

Trademark protection is invaluable within corporate intellectual property protection. First, there is a strong patrimonial value associated with trademark protection. Second, a trademark is the consumer’s point of reference within a vast and rapidly growing innovative and competitive world. A trademark offers recognizability and creates trust. It ensures that a consumer knowingly chooses a product or service from one company over the other. The investment in trademarks is therefore inextricably linked to the economic success of companies.