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Not only word or picture marks!
Regarding to trademark protection, many decision makers only use to
think of word or picture marks or a combination of both. Certainly this
is still the obvious way to protect goods and services from imitators.
(Whereby it is amazing again and again that in the large majority of all
cases combined word picture marks are announced, although their protected
area is substantially smaller in opposite to separated word or picture
marks.)
In the total constellation of communication the restriction is not compelling on word and picture components. A detailed analysis of the protectable assets in mind, it can be favourable to register a sounding or a smell mark. For example the typical sound of a certain engine and/or its exhaust system is protectionable (if it is not technically conditioned). Or pneumatic hissing of a machine, whose noise is characteristic of this design. Supporting for enterprise brands: the audiologo.
Generally valid: Far going conception to the trademark protection can avoid cost intensive legal arguments in front of international courts effectively - all possibilities should be used.
