Great news for businesses aiming to protect their marketing strategies in Brazil! The Brazilian Trademark Office (INPI) has updated its guidelines, now permitting the registration of advertising slogans as trademarks, provided they meet distinctiveness and originality standards.
New Rules for Brazilian INPI Advertising Slogans
Slogans can qualify for registration if they:
- Promote products or services.
- Highlight specific qualities.
- Represent a company’s mission or values.
- Encourage action through persuasive calls to action.
- Clearly differentiate products or services.
Originality: A Key Requirement
The INPI defines originality as avoiding descriptive, comparative, or overly promotional expressions. Slogans serving both promotional and source-identifying purposes now meet registration criteria.
How This Benefits Businesses
This change empowers companies to secure exclusive rights to their advertising slogans, enhancing brand recognition and competitive positioning. For businesses previously denied registrations, this represents a second chance to protect their assets in Brazil.
Ready to protect your advertising slogans in Brazil? Contact us at hello@moellerip.com for expert assistance.
