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. Further, the use of non-traditional marks such as touch/texture or smell in conjunction with traditional/basic marks for a particular product may also increase the brand value for the business by adding to the distinctiveness, uniqueness and exclusivity factor of the association so caused in the minds of consumers.

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