THE SWEET SMELL OF A SUCCESSFUL REGISTRATION: AN UPDATE ON OLFACTORY MARKS

摘要

Despite the widely recognized effectiveness of sensory marketing techniques, the interest in olfactory marks has, thus far, been surprisingly slow to develop. The difficulty and expense associated with establishing secondary meaning for registration purposes is likely partly to blame for the relative dearth of olfactory applications pending before the USPTO. As manufacturers and marketers strain for new ways to distinguish their products and message from competitors, scent marks present a potentially effective new method of reaching the consumer. Keep your eyes open (and your nose unplugged) for future developments.