Register Your Slogan as a Trademark: New INPI Guidelines
- Guilherme Henrique Soares
- Feb 17
- 1 min read
As of November 27, 2024, the Brazilian National Institute of Industrial Property (INPI) allows the registration of trademarks that include slogans or advertising expressions, provided they have sufficient distinctiveness.
What are slogans?
Slogans are short, impactful phrases that convey a brand's essence, values, or differentiators in a memorable way. Famous examples include:
"Gives you wings" by Red Bull
"I'm lovin' it" by McDonald's
"A thousand and one uses" by Bombril
What has changed at INPI?
Previously, INPI did not allow the registration of expressions used solely as advertising. With the new interpretation, slogans with distinctive character and originality can be registered as trademarks. This means that phrases uniquely identifying and differentiating products or services can now be legally protected.
Why register your slogan?
Registering your slogan as a trademark offers legal protection against unauthorized use by third parties, strengthens your company's identity, and adds value to your business. It also prevents competitors from using similar phrases that could confuse consumers.
How to register your slogan?
To register your slogan as a trademark, you need to:
Verify distinctiveness: Ensure the slogan is original and not merely descriptive or generic.
Conduct a prior search: Check if the slogan has already been registered by another company.
Submit the application to INPI: File the registration request, providing all necessary information.
Having the assistance of professionals specialized in intellectual property can facilitate the process and increase the chances of successful registration.
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