Non-traditional trademarks

In order to make a product or service moreattractive or distinguishable, non-traditionalmarks are often used in modern marketingstrategies. However, such use may result in alack of adequate protection in somejurisdictions. Now that business is conducted on aglobal scale due to technological advancessuch as the Internet, manufacturers andservice providers face pressure not onlyfrom the competition, but also becauseconsumers are more demanding of newcharacteristic elements when deciding whatto buy.