Column: New rules for protecting the sound of your brand | Marketing Magazine | Psychology of Consumer Behaviour |


Recently, the Canadian Intellectual Property Office (CIPO) indicated that such protection may now be extended to another key element of your brand identity: sound. After decades of rejecting sound trademarks in Canada, CIPO has signalled that it is now accepting applications for sound trademarks. This change of direction is long-overdue recognition that sound is important enough to your brand to be worthy of the intellectual property protection afforded your visual logo or promotional tagline.

Sound branding may seem like a modern development, but it actually has roots in the earliest days of commercial radio. The radio jingle became the signature advertising technique of the day, as it showed that a catchy musical hook and lyrics advertising the product could appeal to consumers and drive recall. While copyright laws would often offer intellectual property protection for a song used in a jingle, sounds on their own, outside of a musical composition (often referred to as the “sound logo”), needed separate protection...."