Most of us are aware that one can trademark a slogan, a logo, and a name, but did you know that it is also possible to trademark a sound?
The National Stock Exchange’s theme song is registered as a sound mark in India.
For some brands, an audio logo is just as important as a visual one.
The first sound mark to be granted registration was the ‘Yahoo Yodel’ of YahooInc, in 2004 for registering the sound of a human voice yodeling the word ‘Yahoo’.
Sounds can be a corporate jingle (ICICI Bank) or the sound heard on logging into a device (Nokia).
Sound plays an important role in the marketing process as people can associate goods or services with the sound it represents.
It takes brand recognition to another level, especially when one cannot use a word or a logo in a setting.
In businesses that are largely intangible, registration of sound marks is certainly of value.
Non–traditional marks such as color and sound can soon become the complete identity of a brand.
