INTRODUCTION With the recent buzz surrounding the Indian Hotels Company Limited’s (IHCL) registration of a sound mark for its well-known brand “Taj” , sound trademarks have yet again become a trending headline among the public. While this registration may mark a first for the Indian hospitality industry, sound trademarks themselves are far from novel. A brand is typically known by its name and logo, but to leave an impact on the consumer, a brand must also incorporate other f