Abstract

COVID-19 has left an unprecedented mark on consumption behavior of customers and production routines of corporations. In the wake of pandemic, there has been a huge change in the dynamics of business sector leading to several companies struggling to find a way to retain their market attention and remain relevant to the distracted consumers. Fluid Trademarks have been a popular way for the brands to keep up their popularity in the digital age for a long time. However, the unexpected impact of the pandemic has led to a fresh resurgence of the Companies in adopting the concept of Fluid Trademarks to refresh the brand image and keep up with the changing times. This increase in popularity of the concept of Fluid Trademarks will certainly lead to a consequential increase in the Court battles on the issues of infringement of these marks. In the light of these, this article analyses the existing legal provisions for the regulation of fluid trademarks. The risks of these marks need to be known by the companies before adopting the concept. This article also discusses the moral aspect of Fluid Trademarks, and their effects and relevance on the public at large, instead of limiting focus on the impact of Fluid mark on Companies. Legal circle should welcome radical thinking towards Fluid Trademarks.

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