In recent times, different companies and proprietors have been employing new branding techniques that utilize non-traditional marks such as color, shape, a particular kind of movement or motion, sound, taste/flavor, touch, and even scent to distinguish their
products from competitors’ products and attract consumers. Businesses utilize these symbols not only as source signifiers, but as promises of reliability and quality.
Mr. Dheeraj Kapoor discusses about the varied aspects of sensory marks in his article for the Trademark Lawyer. The same can be viewed through the link: http://origin.misc.pagesuite.