High-Name Brand Holders Profile in Brazil

• Autor(a) principal: Domingos, Luis André Santos
• Data de Publicação: 2020
• Outros Autores: Domingos, Luis Wagner Santos, Carvalho, Joelia Marques de
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Cadernos de Prospecção (Online)
• Texto Completo: https://periodicos.ufba.br/index.php/nit/article/view/33077
• topic: Empresas; Processo; Registro de Marcas; Business Model; Judicial Process; Brand.

In Brazil, a trademark confers the right to exclusively exploit a given sign only in its field of activity. An exception to this rule is the renowned trademarks. A well-known brand is a mark of undisputed prestige, reputation and tradition that lead it to extrapolate its line of business. This work aimed to outline a minimum profile of the “high repute” trademark holder in Brazil. The work was carried out from the data collection of the orders of processes and petitions published by the National Institute of Industrial Property - INPI for this category. Highly renowned brands in Brazil are found to be limited to domestic and foreign companies with well-defined characteristics: large private companies are mostly old companies, founded over 30 years ago. Factors such as cost and procedural difficulties may contribute to this profile limitation.