Saudi Arabia’s First Sound Trademark: Leading the Evolution of Sensory Trademarks in the Kingdom
The Saudi Authority for Intellectual Property’s issuance of the first sound trademark certificate in 2020, along with its recent acknowledgment of a perfume trademark, reflects a forward-thinking approach to accommodating emerging forms of intellectual property. Furthermore, on November 28, 2024, the Authority published a new sound trademark, underscoring its commitment to advancing this innovative domain. This aligns with the Trademark law of the Gulf Cooperation Council, which explicitly recognizes sound and smell as registrable and protectable trademarks.
Globally, sensory trademarks have gained significant traction. Notable examples include the lion’s roar trademarked by Metro-Goldwyn-Mayer Pictures, Nokia’s distinctive ringtone, and Ford Motor Company’s registration of the smell of horse sweat to distinguish the leather scent used in their car interiors. These examples demonstrate how sensory trademarks can enhance brand identity in non-traditional and memorable ways.
The potential for taste-based trademarks introduces yet another frontier in intellectual property. While this area presents complexities, it holds the promise of offering unique opportunities for brand differentiation. Such developments challenge traditional frameworks and necessitate the ongoing adaptation of trademark legislation to address these innovative expressions of brand identity.
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