During this period, the variety of display formats for trademarks is changing. Trademarks are no longer limited to words and flat visuals, but can be 3-D, a sound or group of sounds, a color, or a scent. The World Wide Web creates new trademark issues. Advertising options change. New issues concerning Domain Names and likelihood of confusion in the use of the word “net” arise.
Electronic filing of trademarks over the Internet is made available through TEAS: Trademark Electronic Application System
Americans became very brand conscious during and after the industrial revolution. This began with advertising in newspapers, followed by other media later. The powerful protection provided under the Trademark Act of 1905 encouraged the use of brand names among manufacturers.
Registered by the Brillo Manufacturing Company.
The package coloring is still in use.
Registered by the Quaker Oats Company.
It was registered by the Chesebrough Manufacturing Company and is now owned by Conopco, Inc. doing business as Chesebrough Pond's.
Registered in to the Interstate Brands Company in 1996.
To read more about brands see Why Did They Name It...? by Hannah Campbell and Soap, Sex, and Cigarettes: A Cultural History of American Advertising by Juliann Sivulka. To read more about Aunt Jemima see Slave in a Box: The Strange Career of Aunt Jemina by M. M. Manring. This material may be duplicated providing appropriate credit is given.