Morinaga & Co., Ltd. has announced that it filed an application to register the sound logo of “Choco Monaka Jumbo” as a sound trademark and that the mark has been successfully registered.
The catchy melody “Choco Monaka Jaaaanbo♪” has been used in television commercials and other media since 2008 and has become familiar to many consumers.
This development is not merely a piece of news with promotional appeal. Rather, it represents a noteworthy case in which “auditory brand assets” accumulated over many years are now being clearly protected under the legal framework. In this article, we examine the legal background and the strategic branding implications of this registration.
What Is a Sound Trademark?
A sound trademark is a trademark that distinguishes one’s goods or services from those of others through “sound,” rather than through words or visual designs. In Japan, following the 2015 amendment to the Trademark Act, “non-traditional trademarks,” including sound, color, and position marks, became eligible for registration.
Typical examples of sound trademarks include corporate sound logos, signature melodies used in television commercials, and service start-up sounds. Because they do not rely on visual information, they function effectively across diverse consumer touchpoints such as radio, video streaming platforms, and in-store announcements.
In the present case, the melody itself—“Choco Monaka Jaaaanbo♪”—has been recognized as a source identifier.
Why Protect Sound Now?
“Choco Monaka Jumbo” has been a long-selling product since its launch in 1972. The word mark “Choco Monaka Jumbo” has already been registered. Why, then, is it necessary to protect the sound as well?
At least three reasons can be identified.
- Strength of Brand Recall
Human memory is generally more closely linked to emotion through auditory information than through visual information. A sound logo repeatedly broadcast in commercials can trigger product recall at a subconscious level. Sound functions as an “instantaneous brand connection device.”
- Addressing the Risk of Imitation
An iconic melody may be imitated by competitors. A word mark alone is insufficient to prevent brand confusion arising from similar sounds. By registering a sound trademark, legal countermeasures become available against auditory imitation as well.
- Systematic Protection of Brand Elements
Modern brands consist of multiple elements: names, logos, packaging designs, characters, and sound. Protecting these elements comprehensively is rational from the perspective of Brand Asset Management.
As Morinaga has commented, the sound logo is an important component of its brand, and the registration institutionally substantiates its value.
The Fusion of a 50-Year Brand and Sound
“Choco Monaka Jumbo” has remained a hit product for over 50 years. In long-standing brands, the key lies in balancing a “core that remains unchanged” with “adaptation to the times.”
In addition to traditional assets such as the word mark and product form, the sound logo introduced in 2008 has become established as part of the brand experience. The present sound trademark registration also confirms the degree of that establishment.
In other words, the distinctiveness cultivated through years of advertising investment has reached a level deserving of legal protection.
Practical Hurdles in Registering a Sound Trademark
A sound trademark is not registered simply because a sound is filed. The existence of distinctiveness is a critical criterion.
Common sound effects or generic melodies are unlikely to be recognized as functioning to identify the source of goods or services. Accordingly, long-term use and public recognition resulting from advertising investment become important evidentiary factors.
In this case, it may reasonably be inferred that more than 15 years of commercial use supported the registration. It stands as a strong example of how sustained brand cultivation can crystallize into intellectual property.
Significance from a Brand Strategy Perspective
This news goes beyond the traditional notion that intellectual property serves merely as a defensive tool.
The registration of a sound trademark can produce multiple effects:
- Clarification of brand elements
- Deterrence of imitation
- Visualization of intangible asset value
- Enhancement of corporate valuation
Particularly in the consumer goods sector, where functional differentiation is often difficult, the brand experience itself becomes a source of competitive advantage. Sound is an important intellectual asset that shapes that experience.
Conclusion
Morinaga’s registration of a sound trademark is not simply a procedural development. It is a strategic decision to protect, at the auditory level, a brand experience that has been cultivated over many years.
Brands are evolving from something that is merely “seen” to something that is “felt.” And we now live in an era in which that “felt value” can also be legally protected.
To protect sound is to protect memory.
And protecting memory may well be the very core of long-term brand management.