Today, facing a globalized and competitive world, large companies and their advertisers are facing the challenge of capturing the attention of consumers, seeking to overcome the traditional visual advertising method and to reach the five senses of people to perceive brands in the market.

These marks are the so-called: sound, animated, tactile, gestural, position and holographic, movement, smell and others.

In our country, these are also a trend. And businessmen have been interested in registering their brands to identify their products in the market and to have consumers differentiate them from the competition.

The greatest challenge to achieve their protection is to comply with the requirement of distinctiveness required by Decision 486 of 2000 of the Andean Community, understood as that which allows the consumer to identify the product and differentiate it from the others. Within non-traditional brands we can find several cases already registered, the following being remarkable:

With the great advances of the advertising industry, the protection of non-traditional brands is booming and it is a challenge for companies to position these new brands in the consumer’s mind.

The challenge is to be able to help the entrepreneur to understand the procedure that will protect his non-traditional brand, a circumstantial issue that takes a lot of force within both national and foreign companies.