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Recent research indicates that consumer reactions to nontraditional trademarks, such as a product’s unique shape, or its distinctive appearance, are exceedingly strong and may create more zealous consumer loyalty than traditional marks, such as brand names and logos, alone. In addition to shape and appearance, nontraditional trademarks provide protection for such attributes as colors, sounds, tactile impressions, and even flavors and scents. Although they are generally more difficult to register and enforce than traditional word and logo trademarks, nontraditional trademarks can help companies protect their products’ unique attributes.

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