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A guide to pitch perfect sound marks

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...

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