Non-traditional trademarks

In order to make a product or service more
attractive or distinguishable, non-traditional
marks are often used in modern marketing
strategies. However, such use may result in a
lack of adequate protection in some
jurisdictions. Now that business is conducted on a
global scale due to technological advances
such as the Internet, manufacturers and
service providers face pressure not only
from the competition, but also because
consumers are more demanding of new
characteristic elements when deciding what
to buy.