Just recently, on February 7, an event was held where Juan Lozano—who has been recently appointed as the General Director of the Mexican Institute of Industrial Property (IMPI)—issued the first Registration for olfactory, sound, and commercial image trademarks, which are known as registration of non-traditional trademarks, and are the result of the reforms recently implemented in Mexico, last August 2018.
Traditional trademarks are one of the most innovative figures in the market, since they provide an added value to their products not only by being perceptible through our sense of sight, but also by smell and hearing.
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