Branding Beyond Sight The Rise of Olfactory Trademarks

Through the passage of time, the law endeavours upon a path of perpetual evolution as a result of its ever-present quest to safeguard the rights of its subjects. This is especially so in the modern era, where we can observe the expansion of the nature of one's property into the realm of abstract ideas and intangible concepts are under the aegis of streams of law that work towards the steadfast protection of said property in entirety. Currently, these intangible properties, officially termed to be the Intellectual Property of the one that conceives it, has transcended into the world of sensory stimulation. The growing market has delved into sensory branding, where sensory cues, such as a certain colour, a specific smell or a typical taste, can become the trade dress of an entire brand. With the progressive expansion of Intellectual Property Law, this the rise to many specific protections to the aforementioned cues, and one such protective measure is called Olfactory Trademarks.