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Publicado por:Priscila Pessatti, março - 25 - 2019
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O registro de marca pode ser a decisão mais importante na história de uma empresa. Descubra por quê.

Os mundos possíveis criados pelas marcas ajudam o indivíduo a “dar sentido” à sua experiência individual e a alimentar sua imaginação social. Eles permitem recombinar estes elementos e construir por sua vez, um horizonte de sentido para sua vida cotidiana, para suas ambições e para seus desejos.  (Andrea Semprini)

Marca é toda palavra, conjunto de palavras ou letras, figura, combinação de cores ou qualquer outro sinal usado por uma pessoa ou empresa para identificar os seus produtos e serviços, de forma a distingui-los daqueles de seus concorrentes. Em sentido mais amplo, um odor ou som característico também podem exercer a função de marca, como o aroma do perfume Chanel No. 5, criado em 1921por Ernest Beaux a pedido da estilista Coco Chanel, ou o ronco de uma motocicleta Harley Davidson. A lei brasileira, entretanto, só permite o registro como marca dos sinais visualmente perceptíveis, o que exclui as marcas olfativas e sonoras.

Como a função da marca é individualizar um produto ou serviço no mercado para que possam ser identificados pelos consumidores e por eles associados a um determinado fabricante, comerciante ou prestador de serviço, os sinais que não exercem essa função não podem ser registrados. É o caso das expressões que designam o próprio produto (ex: aguardente de cana) ou que são comumente utilizadas para esse fim (cachaça ou pinga, para ficarmos no mesmo exemplo), as expressões que indicam uma característica ou procedência (ex: suave, brasileiro), os termos técnicos e outros.

Também não pode ser registrado como marca aquilo que a lei protege sob outra forma, como o nome civil de uma pessoa sem a sua expressa autorização e as obras protegidas por direito de autor.

A lei também proíbe o registro de bandeiras, emblemas, monumentos públicos, moedas, cédulas e outros bens de caráter oficial, nacionais ou estrangeiros, de palavras e figuras contrarias à moral e aos bons costumes, que ofendam a imagem e a dignidade das pessoas, que atentem contra as crenças e cultos religiosos, que tenham cunho  preconceituoso ou que instiguem a violência e a discriminação de pessoas ou raças.

Tampouco podem ser registrados as letras, algarismos e datas isoladamente, a menos que revestidos de forma distintiva, assim como as cores e suas denominações, salvo quando formarem um conjunto característico.

Quanto à sua natureza, a marca pode ser de produto, de serviço, de certificação (ex: ISO) ou coletiva (aquela usada para identificar produtos ou serviços provenientes de pessoas de uma mesma entidade, como as cooperativas).

Em relação à forma de apresentação, as marcas podem ser nominativas, figurativas, mistas (conjuntos formados por caracteres alfabéticos e/ounuméricos + figuras) ou tridimensionais.

O órgão encarregado para conceder o registro de marcas é o Instituto Nacional da Propriedade Industrial (INPI), com sede no Rio de Janeiro e delegacias regionais em diversas capitais.

Mas será que as marcas precisam ser registradas para gozarem de proteção legal? A resposta é não. O registro confere ao titular um direito de propriedade sobre a marca e lhe assegura um monopólio de uso em relação aos produtos e serviços que a marca identifica, ou a outros produtos e serviços que tenham afinidade mercadológica. Dessa forma, uma marca que identifica carnes não pode ser usada por outra pessoa como marca de uma churrascaria. Mas mesmo se a marca não estiver registrada é protegida pelas normas que regem a concorrência desleal. Para tanto a marca deve estar presente no mercado há algum tempo e de forma a ter criado um elo de identificação com os consumidores.  Um concorrente não pode fazer uso da mesma marca, ou de outra substancialmente parecida, pois isso pode induzir os consumidores a erro, acreditando que os produtos por ela identificados têm a mesma origem. Coincidências existem, mas o concorrente que copia a marca do outro, já conhecida no mercado, normalmente age de forma intencional, com o intuito de desviar para si a clientela do outro. É uma prática concorrencial desleal, que a lei não tolera.

A lei também assegura ao usuário anterior um direito de precedência para registrar a sua marca quando outra pessoa deposita no INPI um pedido de registro de marca igual ou semelhante para a mesma categoria de produto ou serviço.  Esse direito tem que ser exercido quando o pedido requerido pelo terceiro for publicado, por meio da apresentação de oposição e do depósito da marca pelo usuário anterior.

Apesar de tudo o que eu disse acima, recomendo o registro, uma vez que ele confere ao usuário da marca um direito oponível contra terceiros, independentemente de qualquer outra comprovação.

Marca é fundamental e proteger a marca é importante para dar segurança ao investimento realizado.

Fonte: Endeavor

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