Introduction
Globalization has dramatically reshaped the realm of international commerce, presenting new opportunities and complexities for businesses around the globe. A key area impacted by this global integration is the domain of trademarks, particularly unconventional trademarks. These trademarks, which contain distinguishing characteristics such as colours, touch, sounds, and smells, provide brands with a unique approach to standing out in a saturated market. As global markets become more interconnected and cultural boundaries increasingly overlap, the prominence and impact of unconventional trademarks have increased visibility, bringing a blend of both opportunities and hurdles.
The expansion of globalization has heightened the necessity for brands to understand and handle the complex legal and cultural factors related to unconventional trademarks. This paper aims to investigate the diverse impacts of globalization on unconventional trademarks by exploring several fundamental questions:What are the different types of unconventional trademarks, and how are they defined and safeguarded under national trademark law? How has globalization affected the recognition and use of unconventional trademarks in various jurisdictions?What are the advantages and drawbacks of globalization for unconventional trademarks, namely in terms of market expansion, protection, and brand management? What strategies can businesses adopt to effectively manage and protect their unconventional trademarks in a globalized marketplace?By addressing these topics, this paper seeks to provide a thorough analysis of how globalization affects unconventional trademarks and provide actionable insights for businesses attempting to manage this in changing markets.