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are trademarking

  • present progressive
    of trademark.
    trademark
    noun
    any name, symbol, figure, letter, word, or mark adopted and used by a manufacturer or merchant in order to designate specific goods and to distinguish them from those manufactured or sold by others. A trademark is proprietary and is usually registered with the Patent and Trademark Office to assure its exclusive use by its owner or licensee.

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With ever more pressure to vie for consumer attention, marketers are trademarking in new sensory territory, explains anthropologist David Howes, who directs the Centre for Sensory Studies at Concordia University in Montreal, Canada.

From Slate ● Sep. 22, 2013