Trademarks, Brand Engagement And Pandemic 2020: A Need Of New Approach

Abstract

In this current pandemic situation, the businesses are affected globally. In such circumstances it is essential that trademark owners are vigilantly monitoring use and abuse of their marks by third party and by themselves as well. The present situation has changed the entire ball game of advertisement/branding. This has forced the brand owners to adopt new marketing strategy to attract their consumers. The use of digital platform is becoming preferred mode for advertisement. When we say brands it’s not only trademark, but the holistic approach of a company towards society, consumers and the trust and values invested in the goods and services rendered therein. The aim of the article is to compile the information of branding/advertisement in current pandemic on Indian markets in light of recent cases and capture the possible future trends in trademark use and branding. Author has referred recent cases and news items as source of information and also highlighted the need of reforms for regulation of advertisement sector for maintaining harmonious balance between all stake holders (traders – consumers – advertisers).