Autor(es): Vianna, Elaine ; Ruão, Teresa
Data: 2021
Origem: Convergências - Revista de Investigação e Ensino das Artes
Assunto(s): trademarks; strong brands; legal protection; distinctiviness.; marcas; marcas fortes; proteção legal; distintividade.; trademarks; strong brands; legal protection; distinctiviness.
Trademark is a distinctive sign that identifies products and services on the market and its registration guarantees the exclusive use of that sign by the right holder in the territory or country where the registration is granted. It is a type of industrial property, as are patents, geographical indications and industrial designs. According to the Brazilian Industrial Property Law, 9279/1996 (LPI), by means of the provisions of its article 122, "the visually perceptible distinctive signs are not subject to registration as a mark, not included in the legal prohibitions" (BRASIL, 1996). For the registration of the trademark to be granted and the exclusivity of use to be guaranteed to its applicant, it is necessary to pass the examination carried out at the National Institute of Industrial Property – INPI/Brazil. The objective of this work is to present a typification of the trademarks deposited at INPI/Brazil, according to their degrees of distinctiveness and the characteristics of the market where they operate. The premise was that the communicative strength of the trademarks lies in their distinctiveness, especially with regard to what is established by item VI of article 124 of Brazilian Industrial Property Law. The methodology adopted for this paper was the triangulation proposed by Minayo and Minayo-Gomez (2003) with an interdisciplinary approach. The first stage consists of a review of the literature on the economic and distinctive functions of the brand in dialogue with Strategic Communication, with the brand as an element of the communicative component of organizations. In the second dimension, there is the collection of data from the INPI bank. Registered trademark cases will be raised, with qualitative analysis of the collected data and its connection with the chosen theoretical support.
Trademark is a distinctive sign that identifies products and services on the market and its registration guarantees the exclusive use of that sign by the right holder in the territory or country where the registration is granted. It is a type of industrial property, as are patents, geographical indications and industrial designs. According to the Brazilian Industrial Property Law, 9279/1996 (LPI), by means of the provisions of its article 122, "the visually perceptible distinctive signs are not subject to registration as a mark, not included in the legal prohibitions" (BRASIL, 1996). For the registration of the trademark to be granted and the exclusivity of use to be guaranteed to its applicant, it is necessary to pass the examination carried out at the National Institute of Industrial Property – INPI/Brazil. The objective of this work is to present a typification of the trademarks deposited at INPI/Brazil, according to their degrees of distinctiveness and the characteristics of the market where they operate. The premise was that the communicative strength of the trademarks lies in their distinctiveness, especially with regard to what is established by item VI of article 124 of Brazilian Industrial Property Law. The methodology adopted for this paper was the triangulation proposed by Minayo and Minayo-Gomez (2003) with an interdisciplinary approach. The first stage consists of a review of the literature on the economic and distinctive functions of the brand in dialogue with Strategic Communication, with the brand as an element of the communicative component of organizations. In the second dimension, there is the collection of data from the INPI bank. Registered trademark cases will be raised, with qualitative analysis of the collected data and its connection with the chosen theoretical support.
A marca é um sinal distintivo que identifica produtos e serviços no mercado e o seu registro garante a exclusividade de uso desse sinal pelo titular do direito no território ou país onde o registro for concedido. Ela é uma modalidade de propriedade industrial, como são as patentes, as indicações geográficas e os desenhos industriais. Segundo Lei da Propriedade Industrial brasileira, a 9279/1996 (LPI), por meio do disposto no seu artigo 122, “são suscetíveis de registro como marca os sinais distintivos visualmente perceptíveis, não compreendidos nas proibições legais” (BRASIL, 1996). Para que o registro da marca seja concedido e a exclusividade de uso esteja assegurada ao seu requerente, é necessário que passe pelo exame realizado no Instituto Nacional da Propriedade Industrial – INPI. No exame, vários critérios de registrabilidade são verificados, no entanto, o que interessa a este trabalho é o requisito da distintividade. O objetivo deste trabalho é o de apresentar uma tipificação das marcas depositadas no INPI/Brasil, de acordo com os seus graus de distintividade e com as características do mercado onde se inserem. A premissa foi a de que a força comunicativa das marcas encontra-se na sua distintividade, especialmente, no que se refere ao estabelecido pelo inciso VI do artigo 124 da Lei de Propriedade Industrial do Brasil. A metodologia adotada para este trabalho foi a da triangulação proposta por Minayo e Minayo-Gomez (2003) com abordagem interdisciplinar. A primeira etapa consiste na revisão da literatura sobre as funções econômica e distintiva da marca em interlocução com a Comunicação Estratégica, tendo a marca como elemento do composto comunicativo das organizações. Na segunda dimensão, está a recolha de dados junto ao banco do INPI/Brasil. Serão levantados apresentados casos de marcas registradas, com análise qualitativa dos dados levantados e a sua conexão com o suporte teórico escolhido.
