Research Article
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The function of extraordinary brands in the context of branding: Legal protection of taste, smell, and sound marks

Year 2025, Issue: 1, 32 - 52, 30.06.2025

Sema Gumus , Gamze Coşkun Bakır

Abstract

The structure and application of trademark law and the definition of trademarks have been changing significantly due to their inherently dynamic nature and responsiveness to technological progress. Consequently, businesses and entrepreneurs started to adopt nontraditional or nonconventional trademarks, including sound, smell, taste, holograms, and colors in addition to traditional trademarks, such as words, shapes, and letters. In other words, the rise of non-traditional trademarks, enabled by technological developments, introduced new methods in selling, distributing, and promoting goods and services, thereby reshaping the field of trademark law. This study seeks to examine the legal framework governing the protection of sound, taste, and smell marks—collectively referred to as non-traditional trademarks—under Turkish trademark law. In the research, qualitative secondary research was adopted as the method and the protection scopes and application examples of the mentioned trademark types were examined and discussed within the framework of the industrial property law no. 6769.

Keywords

branding trademark law non-traditional trademarks legal protection of marks

References

  • Alamro, A. A. (2010). Branding and brand preference in the mobile phone service industry (Doktora tezi). Bangor Üniversitesi, Gwynedd.
  • Anholt, S. (2005). Brand new justice. Routledge.
  • Atkins E. (2013, 25 Haziran). In re Pohl-Boskamp GmbH & Co., 106 U.S.P.Q.2d 1042 (TTAB Feb. 25, 2013). Lexology. https://www.lexology.com/library/detail.aspx?g=01526ea5-8d80-4978-811c-aaaa95786d6d
  • Basford, J. L. (2012). A commodity of good names: The branding of products, c.1650-1900 (Doktora tezi). York Üniversitesi, Heslington.
  • Bleeker, G. W. ve Koplow, M. (2019, 1 Mayıs). Can you trademark sounds, smells, colours, motions and flavours? World Trademark Review. https://www.worldtrademarkreview.com/article/can-you-trademark-sounds-smells-colours-motions-and-flavours
  • Chiaravalle, B. ve Schenck, F. B. (2013). Markalaşma for dummies meraklısına (Çev. A. Hazaryan). Doğan.
  • Elias, B. (1992). Do scents signify source? An argument against trademark protection for fragrances. International Trademark Association.
  • EUIPO. (____). 000428870 marka kaydı. https://euipo.europa.eu/eSearch/#details/trademarks/000428870
  • EUIPO. (2003, 4 Ağustos). Decision of the second board of appeal, Eli Lilly and company, r 120/2001-2. https://www.copat.de/markenformen/r0120-2001-2.pdf
  • Faye, M. H. (1998). The smell of success: Trade dress protection for scent marks. Marquette intellectual property law review, 2(1), 105-156. https://scholarship.law.marquette.edu/iplr/vol2/iss1/4
  • Geiregat, S. (2022). Trade mark protection for smells, tastes and feels – Critical analysis of three non-visual signs in the EU. International review of intellectual property and competition law, 53, 219-245. https://doi.org/10.1007/s40319-022-01160-3
  • Green, S. (2005). Defining west London a case study of the initial stages of a strategic place branding exercise. 1(4), 277-287. https://doi.org/10.1080/15710880500478486
  • Gümüş, S. (2014). Markaların ulusal düzlemde yaratılması, korunması süreci ve örnek uygulamalar (Yüksek lisans tezi). İstanbul Kültür Üniversitesi, İstanbul.
  • Gümüş S. (2019). Contribution of digitalization to the brand registry applications in the context of globalizations. Communication and technology congress – CTC 2019, 247-258. http://doi.org/10.7456/ctc_2019_21
  • Hampf, A. ve Lindberg-Repo, K. (2011). Branding: The past, present, and future: a study of the evolution and future of branding. Hanken School of Economics working papers, 556. https://helda.helsinki.fi/bitstreams/f43dc5e6-75b7-4425-a873-d58495b84fa4/download
  • Hobbs, M. D., Jr. (2007, 23 Nisan). Orange flavor is no trademark. Troutman Pepper Locke. https://www.troutman.com/insights/orange-flavor-is-no-trademark.html
  • IPO. (____a). UK00002001416 marka kaydı. https://trademarks.ipo.gov.uk/ipo-tmcase/page/Results/1/UK00002001416
  • IPO. (____b). UK00002000234 marka kaydı. https://trademarks.ipo.gov.uk/ipo-tmcase/page/Results/1/UK00002000234
  • Işın, F. B. ve Gümüş, S. (2019). Markanın yol haritası. Siyasal.
  • Karasar, N. (1999). Bilimsel araştırma yöntemi. Nobel.
  • Karasu R. (2007). Ses markaları. Ankara Barosu fikri mülkiyet ve rekabet hukuku dergisi, 7(2), 25-57.
  • Karmutoğlu B. (2023). Geleneksel olmayan markaların tescili (Doktora tezi). Çukurova Üniversitesi, Adana.
  • Kotler, P. ve Andreasen, A. R. (1991). Strategic marketing for non-profit organizations. Prentice-HaU.
  • Köse, M. Y. ve Tınaz, C. (2020). Geleneksel olmayan marka kavramı ve sınaî mülkiyet kanunu ile getirilen yenilikler. İstanbul Barosu Fikri ve Sınai Haklar Komisyonu 2018-2020 faaliyet yılı özel yayını, 193-212. https://www.istanbulbarosu.org.tr/files/yayinlar/kitaplar/doc/Baro_fikri_sanayi_haklar_komisyonu2018-2020.pdf
  • Kumar, A. (2016). Protecting smell marks: Breaking conventionality. Journal of intellectual property pights, 21(3), 129-139. https://nopr.niscpr.res.in/handle/123456789/34726
  • Largan C. ve Morris T. (2019). Qualitative secondary research: A Step-by-step guide. Sage.
  • Lindström, M. (2005). Brand sense: Build powerful brand through touch, taste, smell, sight and sound. Free.
  • Llewelyn, D., Kitchin, D., Mellor, J., Meade, R., Moody-Stewart, T., Keeling, D. ve Jacon, R. (2005). Kerly’s law of trade marks and trade names. Sweet&Maxwell.
  • Maurya, U. K. ve Mishra, P. (2012). What is a brand? Aperspective on brandmeaning. European journal of business and management, 4(3), 122-134. https://www.iiste.org/Journals/index.php/EJBM/article/view/1322
  • Lukose, L. P. (2015). Non-traditional trademarks: A critique. Journal of the Indian law institute, 57(2), 197-215. https://www.jstor.org/stable/44782501
  • Malefyt, T. (2018, 5 Eylül). Brands. The international encyclopedia of anthropology. https://doi.org/10.1002/9781118924396.wbiea1988
  • inta.org. (____). Nontraditional trademarks. https://www.inta.org/fact-sheets/nontraditional-trademarks
  • Patentstyret. (2024, 6 Ağustos). Trademark protection of a smell, a taste, or a sense of touch. Norwegian Patent Office. https://www.patentstyret.no/en/articles/trademark-protection-of-a-smell-a-taste-or-a-sense-of-touch
  • T.C. Mevzuat Bilgi Sistemi. (2017, 10 Ocak). Sınai mülkiyet kanunu. https://www.mevzuat.gov.tr/mevzuatmetin/1.5.6769.pdf
  • T.C. Resmî Gazete. (2017, 24 Nisan). Sınai mülkiyet kanununun uygulanmasına dair yönetmelik. https://www.resmigazete.gov.tr/eskiler/2017/04/20170424-5.htm
  • TürkPatent. (____). Geleneksel olmayan marka türleri. https://www.turkpatent.gov.tr/geleneksel-olmayan-marka-turleri
  • TürkPatent. (2021). Marka İnceleme Kılavuzu. https://webim.turkpatent.gov.tr/file/bd9c9848-e52a-49fd-8cc3-3e325fa838be?download
  • TürkPatent. (2024, 10 Şubat). Marka araştırma. https://www.turkpatent.gov.tr/arastirma-yap?form=trademark
  • USPTO. (1991, 26 Mart). 73758429 tescil belgesi. https://tsdr.uspto.gov/documentviewer?caseId=sn73758429&docId=ORC20051221155111&linkId=3#docIndex=2&page=1
  • Wood, L. (2000). Brands and Brand Equity: Definition And Management, Management Decision, Vol. 38 Iss 9 pp. 662 - 669 http://dx.doi.org/10.1108/00251740010379100).
  • WIPO. (2006, 1 Eylül). Standing committee on the law of trademarks, industrial designs and geographical indications. https://www.wipo.int/edocs/mdocs/sct/en/sct_16/sct_16_2.pdf

Markalaşma bağlamında sıra dışı markaların işlevi: Tat, koku ve ses markalarının korunması

Year 2025, Issue: 1, 32 - 52, 30.06.2025

Sema Gumus , Gamze Coşkun Bakır

Abstract

Küreselleşmeyle birlikte teknolojide yaşanan gelişmeler sonucunda işletmelerin gerek pazarlamasında gerek reklamlarında kullandıkları marka çeşitlerinde de değişim ve gelişim söz konusu olmuştur. Bu gelişmelerin bir neticesi olarak ticari hayatta kullanılan sözcük, şekil, harf gibi geleneksel markaların yanı sıra ses, koku, tat, hologram ve renk gibi sıra dışı markalar da işletmeler tarafından artık tercih edilir hale gelmiştir. Başka bir ifadeyle teknolojiyle mal ve hizmetlerin satışı, dağıtımı ve tanıtımında yeni bir yöntem olan geleneksel olmayan markaların kullanımı artarak marka hukukunda da bir dönüşüm yaratmıştır. Bilindiği üzere marka hukuku dinamik bir yapıya sahip olduğundan teknolojide yaşanan her durumdan etkilenerek güncellenmektedir. Bu çalışmada da pazarlama iletişiminin yapı taşı olan markanın geleneksel olmayan marka türleri olarak ses, tat, koku markaları üzerinden Türk marka hukukundaki yerine ve korunmasına ilişkin hukuki sistemin incelenmesi amaçlamıştır. Araştırmada yöntem olarak niteliksel ikincil araştırma benimsenerek sözü edilen marka türlerinin, koruma kapsamları ve uygulama örnekleri 6769 sayılı Sınai Mülkiyet Kanunu çerçevesinde incelenerek tartışılmıştır.

Keywords

markalaşma marka hukuku geleneksel olmayan markalar markaların korunması

References

  • Alamro, A. A. (2010). Branding and brand preference in the mobile phone service industry (Doktora tezi). Bangor Üniversitesi, Gwynedd.
  • Anholt, S. (2005). Brand new justice. Routledge.
  • Atkins E. (2013, 25 Haziran). In re Pohl-Boskamp GmbH & Co., 106 U.S.P.Q.2d 1042 (TTAB Feb. 25, 2013). Lexology. https://www.lexology.com/library/detail.aspx?g=01526ea5-8d80-4978-811c-aaaa95786d6d
  • Basford, J. L. (2012). A commodity of good names: The branding of products, c.1650-1900 (Doktora tezi). York Üniversitesi, Heslington.
  • Bleeker, G. W. ve Koplow, M. (2019, 1 Mayıs). Can you trademark sounds, smells, colours, motions and flavours? World Trademark Review. https://www.worldtrademarkreview.com/article/can-you-trademark-sounds-smells-colours-motions-and-flavours
  • Chiaravalle, B. ve Schenck, F. B. (2013). Markalaşma for dummies meraklısına (Çev. A. Hazaryan). Doğan.
  • Elias, B. (1992). Do scents signify source? An argument against trademark protection for fragrances. International Trademark Association.
  • EUIPO. (____). 000428870 marka kaydı. https://euipo.europa.eu/eSearch/#details/trademarks/000428870
  • EUIPO. (2003, 4 Ağustos). Decision of the second board of appeal, Eli Lilly and company, r 120/2001-2. https://www.copat.de/markenformen/r0120-2001-2.pdf
  • Faye, M. H. (1998). The smell of success: Trade dress protection for scent marks. Marquette intellectual property law review, 2(1), 105-156. https://scholarship.law.marquette.edu/iplr/vol2/iss1/4
  • Geiregat, S. (2022). Trade mark protection for smells, tastes and feels – Critical analysis of three non-visual signs in the EU. International review of intellectual property and competition law, 53, 219-245. https://doi.org/10.1007/s40319-022-01160-3
  • Green, S. (2005). Defining west London a case study of the initial stages of a strategic place branding exercise. 1(4), 277-287. https://doi.org/10.1080/15710880500478486
  • Gümüş, S. (2014). Markaların ulusal düzlemde yaratılması, korunması süreci ve örnek uygulamalar (Yüksek lisans tezi). İstanbul Kültür Üniversitesi, İstanbul.
  • Gümüş S. (2019). Contribution of digitalization to the brand registry applications in the context of globalizations. Communication and technology congress – CTC 2019, 247-258. http://doi.org/10.7456/ctc_2019_21
  • Hampf, A. ve Lindberg-Repo, K. (2011). Branding: The past, present, and future: a study of the evolution and future of branding. Hanken School of Economics working papers, 556. https://helda.helsinki.fi/bitstreams/f43dc5e6-75b7-4425-a873-d58495b84fa4/download
  • Hobbs, M. D., Jr. (2007, 23 Nisan). Orange flavor is no trademark. Troutman Pepper Locke. https://www.troutman.com/insights/orange-flavor-is-no-trademark.html
  • IPO. (____a). UK00002001416 marka kaydı. https://trademarks.ipo.gov.uk/ipo-tmcase/page/Results/1/UK00002001416
  • IPO. (____b). UK00002000234 marka kaydı. https://trademarks.ipo.gov.uk/ipo-tmcase/page/Results/1/UK00002000234
  • Işın, F. B. ve Gümüş, S. (2019). Markanın yol haritası. Siyasal.
  • Karasar, N. (1999). Bilimsel araştırma yöntemi. Nobel.
  • Karasu R. (2007). Ses markaları. Ankara Barosu fikri mülkiyet ve rekabet hukuku dergisi, 7(2), 25-57.
  • Karmutoğlu B. (2023). Geleneksel olmayan markaların tescili (Doktora tezi). Çukurova Üniversitesi, Adana.
  • Kotler, P. ve Andreasen, A. R. (1991). Strategic marketing for non-profit organizations. Prentice-HaU.
  • Köse, M. Y. ve Tınaz, C. (2020). Geleneksel olmayan marka kavramı ve sınaî mülkiyet kanunu ile getirilen yenilikler. İstanbul Barosu Fikri ve Sınai Haklar Komisyonu 2018-2020 faaliyet yılı özel yayını, 193-212. https://www.istanbulbarosu.org.tr/files/yayinlar/kitaplar/doc/Baro_fikri_sanayi_haklar_komisyonu2018-2020.pdf
  • Kumar, A. (2016). Protecting smell marks: Breaking conventionality. Journal of intellectual property pights, 21(3), 129-139. https://nopr.niscpr.res.in/handle/123456789/34726
  • Largan C. ve Morris T. (2019). Qualitative secondary research: A Step-by-step guide. Sage.
  • Lindström, M. (2005). Brand sense: Build powerful brand through touch, taste, smell, sight and sound. Free.
  • Llewelyn, D., Kitchin, D., Mellor, J., Meade, R., Moody-Stewart, T., Keeling, D. ve Jacon, R. (2005). Kerly’s law of trade marks and trade names. Sweet&Maxwell.
  • Maurya, U. K. ve Mishra, P. (2012). What is a brand? Aperspective on brandmeaning. European journal of business and management, 4(3), 122-134. https://www.iiste.org/Journals/index.php/EJBM/article/view/1322
  • Lukose, L. P. (2015). Non-traditional trademarks: A critique. Journal of the Indian law institute, 57(2), 197-215. https://www.jstor.org/stable/44782501
  • Malefyt, T. (2018, 5 Eylül). Brands. The international encyclopedia of anthropology. https://doi.org/10.1002/9781118924396.wbiea1988
  • inta.org. (____). Nontraditional trademarks. https://www.inta.org/fact-sheets/nontraditional-trademarks
  • Patentstyret. (2024, 6 Ağustos). Trademark protection of a smell, a taste, or a sense of touch. Norwegian Patent Office. https://www.patentstyret.no/en/articles/trademark-protection-of-a-smell-a-taste-or-a-sense-of-touch
  • T.C. Mevzuat Bilgi Sistemi. (2017, 10 Ocak). Sınai mülkiyet kanunu. https://www.mevzuat.gov.tr/mevzuatmetin/1.5.6769.pdf
  • T.C. Resmî Gazete. (2017, 24 Nisan). Sınai mülkiyet kanununun uygulanmasına dair yönetmelik. https://www.resmigazete.gov.tr/eskiler/2017/04/20170424-5.htm
  • TürkPatent. (____). Geleneksel olmayan marka türleri. https://www.turkpatent.gov.tr/geleneksel-olmayan-marka-turleri
  • TürkPatent. (2021). Marka İnceleme Kılavuzu. https://webim.turkpatent.gov.tr/file/bd9c9848-e52a-49fd-8cc3-3e325fa838be?download
  • TürkPatent. (2024, 10 Şubat). Marka araştırma. https://www.turkpatent.gov.tr/arastirma-yap?form=trademark
  • USPTO. (1991, 26 Mart). 73758429 tescil belgesi. https://tsdr.uspto.gov/documentviewer?caseId=sn73758429&docId=ORC20051221155111&linkId=3#docIndex=2&page=1
  • Wood, L. (2000). Brands and Brand Equity: Definition And Management, Management Decision, Vol. 38 Iss 9 pp. 662 - 669 http://dx.doi.org/10.1108/00251740010379100).
  • WIPO. (2006, 1 Eylül). Standing committee on the law of trademarks, industrial designs and geographical indications. https://www.wipo.int/edocs/mdocs/sct/en/sct_16/sct_16_2.pdf
There are 41 citations in total.

Details

Primary Language Turkish
Subjects Intellectual Property Law, Product and Brand Management
Journal Section Research article
Authors

Sema Gumus 0000-0002-9759-2027

Gamze Coşkun Bakır 0009-0004-1077-6256

Publication Date June 30, 2025
Submission Date March 27, 2025
Acceptance Date June 12, 2025
Published in Issue Year 2025 Issue: 1

Cite

APA Gumus, S., & Coşkun Bakır, G. (2025). Markalaşma bağlamında sıra dışı markaların işlevi: Tat, koku ve ses markalarının korunması. Im: İletişim Ve Medya çalışmaları Dergisi(1), 32-52.
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