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Registering scent trade marks is difficult due to the need for clear and objective descriptions that consumers can understand. Despite this, in 2024 Crayola secured a significant win by registering the distinct "crayon scent" as a trade mark in the United States.

Correctly identifying trade mark ownership is essential in Australia, as a trade mark registered to the wrong owner can be invalidated.

When we look beyond the obvious benefits of a trade mark, there are 8 key areas within a successful business which benefit from trade mark registrations being secured.