A guide to pitch perfect sound marks
01 November 2008
India's trade mark registry granted its first sound mark in August this year. Ranjan Narula and Rachna Bakhru look at the implications for brand owners in the region
Sounds, music, jingles and melodies have for a long time proved to be an effective marketing tool for publicising brands. It is well accepted that, because they are easier to remember, they have a greater penetration than visual advertising among a broad section of society. Consumers tend to associate and recall brands quickly with the help of a jingle, music or melody that is used with the brand. The importance of sound marks to brand owners is unquestionable. In that context, the registration granted to Yahoo's yodel sound as the first sound mark in India has been widely welcomed by brand owners....
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