The Changing Dynamics of Fluid Trade Marks

In today’s rapidly growing markets consumers are becoming increasingly aware and their behaviour and perception towards businesses and brands is rapidly evolving. To keep up with constantly changing trends in the market, brands need to focus on innovation and creativity to keep consumers from losing interest in them. Moreover, brands need to communicate and engage with their consumers in a more innovative and eye-catching manner in order to survive in this fast-changing and ever-evolving environment.

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Manisha Singh and Sanat Bathla explore the use of Fluid Trade Marks in a rapidly evolving market and how brands may adopt this trend to maximise on their success. They also debate the challenges faced by stakeholders using Fluid Trade Marks and best practices for avoiding them.

Article 1st published in The Trade Mark Lawyer.

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