Sounds can function as trademarks. And in fact, at least a few dozen of them are registered trademarks with the USPTO. See below for some fun samples.

Sounds can be very powerful trademarks. Because of the way sound and memory interact.

A great example showing the power of sounds is the Lexus holiday commercials. A person hears “the Lexus tune” and immediately knows that a loved one has bought them a new Lexus automobile. Lexus has used the song for more than 10 years.

Amazingly, in my opinion, Lexus has not filed for registration for the tune as a trademark. They clearly spend a lot of money promoting it.

Songs have the ability to stick in our memory. And songs/tunes can convey a lot of emotion. These make them valuable tools in marketing and branding.

Sounds that occur in the normal course of operation of a product cannot be inherently distinctive, like the sound made by an alarm clock.  Sounds that are solely the result of the operation of the goods – i.e. the Harley-Davidson roar of an engine – cannot be registered at all.

Here are some registered sound trademarks (click to play audio):

The Wall Street Journal recently had an article about AT&T’s creation of a new sound for its commercials and logo. See here. AT&T invested a lot of money in the new sound. And they wisely filed to protect it. To play AT&T’s new sound mark, click here.

For more examples from the USPTO on sound trademarks, see

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