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With a coke bottle, if some other soda company used the same bottle shape, consumers would think that they were buying a product from the Coca-Cola company. There have been some sound trademarks, but they are much harder to get than a trademark on a logo. The NBC chimes are one, if a TV program used the NBC chime, viewers would have reason to think this was NBC programming. But one is going to be confused in their motorcycle purchases just because the exhaust noise is similar.
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