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SETH GODIN, FOUNDER OF YOYODYNE, PIONEER OF DIGITAL MARKETING, TODAY BELONGING TO YAHOO!
Brands
Brand is a name or image that identifies and differentiates a product or service. It connects with customers and increases the perceived value of products and services. When looking at your brand, the consumer sees trust, origin, quality, safety, price, originality and other qualities. Feelings that surface when the consumer is ready to make a purchase. The Trademark Registration is linked to the name or image that identifies and differentiates a product and service. Without trademark registration, your company can lose all that competitive advantage in a minute. All that is required is for a competitor to first file the trademark with the INPI (National Institute of Industrial Property). Those who arrive earlier have priority in obtaining the exclusivity of this expression throughout the national territory. It’s like in soccer: the second is the first among the last! With the deposit of the trademark with the INPI, we can say that you got in line to get this expression registered. Now, you are the first in line, ahead of any competitor that has an interest in this same brand. You now have an expectation of entitlement to obtain registration of your trademark. The right, itself, will come with the granting and subsequent granting of registration.
Brands first appeared in Ancient Egypt, to identify the owner of the cattle.
Rome had the first manufactured products identified by brands
Firmalampem was the 1st popular brand. It was a lamp produced in the 2nd century
Bass, a British brewery founded in 1777, claims to be the 1st officially registered brand in the world
What you need to know
The cost of having a trademark is less than creating a logo, or the stationery, or building a website, or running a digital marketing campaign. It is among the smallest expenses of the entrepreneur who starts a business.
Iplatam deposits the brand with the INPI. The process has been longer, but it is still not fast: it takes about 30 months until the final approval. But from day one, your company already has the priority, the “right expectation”. When the INPI finally authorizes the registration of the trademark, all it takes is to pay the fee and celebrate its official baptism.
Trademark registration is not definitive. Every 10 years it is necessary to renew and extend the registration of the trademark for another decade. Thus, the right to the trademark can be infinite, as long as the renewal period is always met.
Yes, because, even after registering your brand, other brands similar to yours may appear, confuse consumers and take advantage. Therefore, we carry out a consultation of brands and patents every week at the INPI to prevent these actions from harming your brand and your customers.
IPLatam intermediates the purchase and sale of brands. It brings together companies that are in a hurry to secure a name and do not want to wait for INPI approval, with those that would agree to get rid of their identity in exchange for financial compensation. Our branding professionals carry out the evaluation process to detect exactly how much the brand is worth in the market. Want to buy or sell?
– Priority search and registrability analysis (Brazil and abroad)
– Deposit and monitoring of administrative processes at the INPI
– Deposit and follow-up of international trademark registration processes
– Weekly monitoring and surveillance of brand processes (Brazil and abroad)
– Preparation of legal documents at the administrative level, before the INPI
– Legal advice to prevent unfair competition and customer diversion
– Preparation of licensing contracts, assignment terms, coexistence agreements and transfer of title
Talk to whose understand intellectual property!
