From one-time guest Kat and Class 46 trade mark blogger Laetitia Lagarde comes the second of an occasional series of blog posts from Japan, where she is spending some time imbibing the local IP experience, making friends and practising her karaoke technique. Her first offering, on product placement, can be read here. And now for the second one:Nowadays trade marks come in all shapes and colours, sometimes even smells, and numerous brands keeping up with the modern times have evolved into “fluid logos”. Strawberries' marketing power: in good taste?In Europe, non-traditional trade marks such as 3D signs have been problematic to register lately (see here) and it seems that EU trade mark reform (on which see the IPKat's coverage here) will make it even more difficult to obtain protection for shapes. However, the good news is that the new TM Directive and Regulation overall aim at granting wider protection for non-traditional trade…
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