How, if at all, Should the Law of Trademarks Adapt to the Rise of Sensory Marketing?

• Autorzy: Michał Wołangiewicz
• Języki publikacji: EN

Abstrakty

EN

This paper examines the suitability of trademark law for the regulation of sensory marks. By using academic opinion and case law, it argues that the courts in the EU are too reluctant to acknowledge the registrability of some non-conventional marks given the fact they have become traditional in practice. Finally, the paper concludes that lawmakers and officers of state agencies handling intellectual property identification should recognise certain sensory marks as registrable trademarks.(original abstract)

Słowa kluczowe

EN

Trademarks; Law; Sensory marketing; Intellectual property

PL

Znaki towarowe; Prawo; Marketing sensoryczny; Własność intelektualna

• Czasopismo: Wroclaw Review of Law, Administration & Economics
• Rocznik: 2017
• Tom: 7
• Numer: nr 2
• Strony: 40--57

Twórcy

autor

Michał Wołangiewicz

• Uniwersytet Wrocławski; London School of Economics and Political Science

Bibliografia

• The Directive (EU) 2015/2436 of the European Parliament and of The Council of 16 December 2015 to approximate the laws of the Member States relating to trade marks.
• Directive 2008/95/EC of the European Parliament and of the Council of 22 October 2008 to approximate the laws of the Member States relating to trade marks (Codified version) (Text with EEA relevance).
• Lanham Act.
• U.S. Constitution, Art 1., § 8, cl. 8.
• Case- 273/00 Sieckmann v Deutsches Patent-und Markenamt [2002] ECR I-11737.
• Case R 781/1999-4.
• Case T-305/04 (CFI (Third Chamber) 27 October 2005).
• Edgar Rice Burroughs Inc. v OHIM; Case R708/2006-4.
• Eli Lilly & Co's Community Trade Mark Application, Case R 120/2001-2.
• In re Clarke 17 U.S.P.Q. 2d (BNA) 1238 (T.T.A.B. 1990).
• In re N.V. Organon, Serial No. 76467774.
• New York Pizzeria, Inc. v Syal et al, No. 3:2013cv00335.
• No. C-273/00, November 6, 2001.
• Qualitex Co. v Jacobson Products Co., 514 U.S. 159 (1995) 162.
• Arvidsson A., 'Brand Value' (2006) 13 Brand Management 188.
• Beebe B., (2005) Search and Persuasion in Trademark Law (2005) 103 Michigan Law Review 2030.
• Bradford K.D. & Desrochers D.M., 'The use of scents to influence consumers: The sense of using scents to make cents' (2009) 90 Journal of Business Ethics 141-153.
• Brown R. jr, 'Advertising and the Public Interest: Legal Protection of Trade Symbols' (1948) 57 Yale Law Journal 1182.
• Daniel L., (2012) 'Distinctive sounds like the MGM lion's roar protected by law' (2012) Montreal Gazette (10 February 2012).
• Davies B.J., Kooijman D & Ward P, 'The Sweet Smell of Success: Olfaction in Retailing' (2003) 611 Journal of Marketing Management, 622-623.
• Mezulanik E., 'The Status of Scents as Trademarks: An International Perspective' (2012) IntaBulletin (1 January 2012).
• Friedmann D., 'EU Opens Door for Sound Marks: Will Scent Marks Follow?' (2015) 10.12 Journal of Intellectual Property Law & Practice 931, 931-939.
• Garlin F.V. & Owen K., 'Setting the tone with a tune: a meta-analytic review of the effects of background music in retail settings' (2006) 59 Journal of Business Research 755-764.
• Girard M., Girard A., Suppin A-C., Bartsch S., 'The Scentscape: An Integrative Framework Describing Scents in Servicescapes' (2016) 9 Journal of Business Market Management, 597-622.
• Hirsch A.R., 'Effects of ambient odors on slot-machine usage in a Las Vegas casino' (1995) 12 Psychology and Marketing 585-594.
• Hultén B., 'Sensory marketing: the multi-sensory brand-experience concept' (2011) 23.1 European Business Review 256 - 273. Karapapa S, 'Registering Scents as Community Trademarks' (2010) 100.6 The Trademark Reporter 1335-1359, 1336.
• Krishna A., Lwin M.O. & Morrin M., 'Product scent and memory' (2010) 37.1 Journal of Consumer Research 57.
• Lince T., 'Taste trademarks set to remain on the shelf (2014) World Trademark Review (07.11.2014).
• Lindstroem M., Brand Sense: Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound (Free Press 2005).
• Lwin M.O. & Morrin M., 'Scenting movie theatre commercials: The impact of scent and pictures on brand evaluations and ad recall: Scented cinema ads' (2012) 11 Journal of Consumer Behaviour 264-272.
• Mackie V., 'Scent Marks. The Future of Canadian Trade-Mark Law' (2004/2005) Intellectual Property Journal 417, 438.
• Peck J. & Wiggins J., 'It just feels good: customers' affective response to touch and its influence on persuasion' (2006) 70 Journal of Marketing 56-69.
• Rimkute J., Moraes C. & Ferreira C., The effects of scent on consumer behaviour (2016) 40 International Journal of Consumer Studies 33.
• Stoakes C., Commercial Awareness (Christopher Stoakes Ltd 2014) 7.
• Binns C., 'How we smell' (2006) LifeScience.
• Byron E., 'The Search for Sweet Sounds That Sell' The Wall Street Journal (24 October 2012).
• Caula R., 'Scent capturing postcard printer for Sony by Li jingxuan' (2012). Gershmann J., 'Eau de Fracking? Companies Try to Trademark Scents' The Wall Street Journal (14 April 2015).
• McLaughlin J., 'What is brand, anyway?' Forbes (2011).
• Rivkin M., Immersive Brand Experiences (2015).
• 'Smell, Sound and Taste - Getting a Sense of Non-Traditional Marks' WIPO Magazine (February 2002).
• 'The Science of Sensory Marketing' Harvard Business Review (March 2015).
• 'The smell of commerce: How companies use scents to sell their products' Independent (15 August 2011).
• Süskind P., Perfume: The Story of a Murderer (1985).
• Wassom B., 'A Distinctive Touch: Augmented Textures and Haptic Trademarks' (2011).
• Zaitseva A., 'Challenging Aspects of Protecting of Non-Traditional Trademarks: The Five Senses and Trademarks' (IPWatchdog, 02.03.2017).
• Barron A., 'LL4BR: Branding and Trademarks' seminars', The London School of Economics and Political Science (2016-2017).