• B.Jayashree

The concept of fluid marks refers to logos, trademarks, and brand identities that have the ability to adapt and evolve over time while retaining their core essence and recognition. Fluid and dynamic logos are gaining popularity in India. In the dynamic landscape of the digital era, protecting brand identity becomes increasingly complex, especially when it comes to fluid marks. In this study the primary data were collected from the people from around Chennai through questionnaires and thus it examined how the media trial influences the witness. Convenient sampling method is used in this study for collecting the samples. Samples are collected based on ease of availability of respondents and sample size is 201. The independent variables used in this study are age, gender, educational qualification, occupation and marital status. The dependent variables for this study are major challenges, major need for stringent and new legislations, legal challenges, technical considerations and impact on business. It was found their very nature presents unique challenges in terms of legal protection and enforcement. From the overall research we came to the conclusion that evolution of fluid marks presents several challenges in terms of legal protection.

Fluid marks, Dynamic logos, Trademarks, Digital era and Brand identity.

"AN EMPIRICAL STUDY ON ISSUES IN PROTECTION OF FLUID MARKS IN DIGITAL ERA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 11, page no.c154-c167, November-2023, Available :http://www.jetir.org/papers/JETIR2311223.pdf

"AN EMPIRICAL STUDY ON ISSUES IN PROTECTION OF FLUID MARKS IN DIGITAL ERA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 11, page no. ppc154-c167, November-2023, Available at : http://www.jetir.org/papers/JETIR2311223.pdf