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Um ano de realinhamento para a propriedade intelectual e o direito autoral
Publicado por:Priscila Pessatti, dezembro - 26 - 2017
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O Instituto Nacional de Propriedade Industrial (INPI) poderá considerar o ano de 2017 como mais um ano de realinhamentos.

A aprovação do Projeto de Lei de iniciativa do Senado (nº. 62/2017), no mês de agosto, pela Comissão de Assuntos Econômicos (CAE) foi um passo importante, dado o escopo de assegurar ao INPI que os recursos obtidos por meio dos serviços por ele prestados sejam reinvestidos no próprio órgão, o que neste ano impediria a medida adotada pelo governo federal de limitar o empenho de custeio e investimento a R$ 50,2 milhões, mesmo diante da receita estimada em R$ 422,4 milhões.

Além da questão financeira, a retirada de responsabilidade do Instituto também foi uma das medidas adotadas para agilizar as decisões do INPI. Isto porque o Procedimento Administrativo de averbação de licença e cessões de direitos de propriedade Industrial e de registro de contratos de transferência de tecnologia e de franquia sofreu drástica alteração com a entrada em vigor da Instrução Normativa 70/17. A principal delas visa a exclusão, da análise do INPI em questões tributárias e cambiais, previstas nos contratos, o que agora será feito pelo Banco Central e pela Receita Federal.

Outras medidas também foram adotadas para diminuir o tempo de análise e trânsito de informações, tais como, as relacionadas aos programas de computador e as patentes.

A medida vai ao encontro da crescente tendência de registros de programas de computador que no primeiro semestre de 2017 apresentou um aumento de 58,2% em comparação ao exercício anterior, o que ocasionou, consequentemente, morosidade no fluxo de emissão de certificados.

Assim, em setembro, entrou em vigor novo sistema online de registro de software, o qual desburocratizou o procedimento de concessão de certificado, reduzindo para dias o prazo para sua emissão.

Mas nenhuma destas providências que visa a celeridade na análise e concessão de registro foi tão comentada quanto a da patente.

Dessa forma, neste ano foi aberta consulta pública, pelo INPI e o Ministério da Indústria sobre proposta de norma que visa a concessão simplificada de patente.

Tal medida tem o intuito de reduzir drasticamente a excessiva demora no exame de patentes, o que tem sido constante alvo de cobrança e ataques feitos ao INPI, principalmente se comparada ao procedimento realizado em outros países.

Recente estudo demonstra que a espera por patente no Brasil leva 11 anos, mesmo após aumento nas concessões e queda nos pedidos de patentes, registrados, pelo INPI, no primeiro semestre de 2017.

Contudo, mesmo diante deste quadro moroso, a decisão da abertura de consulta pública gerou grandes divagações a respeito da aprovação sumária de grande parte das cerca de 200 mil patentes pendentes de decisão, com exceção das medicamentosas.

É nítido o interesse do INPI em resolver os problemas no atraso da concessão de patentes, o que tem prejudicado os depositantes, com perdas de contratos e até mesmo, por vezes do objeto.

Ocorre que, a concessão sumária resolverá o problema da morosidade, mas não fará uma análise do mérito, o que por certo incidirá em medidas judiciais. O problema, a bem da verdade, está sendo visto como uma retirada de responsabilidade de forma completamente prejudicial ao depositante.

Outra novidade, ainda no campo da patente, refere-se a parceria entre o INPI e o Sebrae, que, juntamente, implementaram um Projeto Piloto para facilitar a inserção de produtos e serviços inovadores desenvolvidos por pequenas e médias empresas no mercado brasileiro através da concessão da patente no menor tempo possível.

O exame prioritário é voltado para produtos e serviços inovadores desenvolvidos pela ICTs – Instituições de Ciências e Tecnologia.

O texto prevê que os pedidos aceitos no Projeto Piloto tenham decisão final divulgada no prazo de oito a dez meses, o mesmo que ocorre no programa de patentes verdes, voltadas para produtos e serviços destinados ao meio ambiente.

A celeridade também marcou algumas importantes decisões, que estavam há anos aguardando uma conclusão.

Trata-se da concessão do selo de indicação geográfica para mel produzido no oeste do Paraná; farinha de Cruzeiro do Sul (Acre); artesanatos, lançados pelo Sebrae, para produtos de 8 regiões brasileiras e produtores de erva-mate de São Mateus do Sul.

Houve ainda, agora para marca, importante decisão reconhecendo as marcas: “Caixa” (Banco Estadual Brasileiro); Brastemp e Consul, como sendo de alto renome. A importância refere-se a seleta lista, que inclui apenas 47 marcas no Brasil.

No campo do Direito Autoral, foi pacificada a posição do STJ a respeito das plataformas de streaming de música, como Spotify, Deezer e Apple Music, que também farão pagamentos para o Escritório Central de Arrecadação e Distribuição (Ecad).

A decisão foi exarada pela Segunda Seção do Superior Tribunal de Justiça (STJ), que considerou legítima a arrecadação relativa aos direitos autorais em um caso envolvendo o Ecad e a Oi FM, rádio da operadora de telecomunicações que também realizava transmissões pela internet.

Para os ministros a arrecadação é lícita, pois está de acordo com a Lei de Direitos Autorais, haja vista a transmissão via streaming se tratar de exibição pública de obra musical, que considera como local de frequência coletiva onde quer que se transmitam obras musicais, inclusive a internet, sendo irrelevante a quantidade de pessoas que se encontram no ambiente de exibição musical.

Enquanto 2017 encerrou demandas judiciais de grande relevância e com o seu desfecho aguardado, como é o caso do streaming, outras foram iniciadas, como:

>> Spotify processado por violação de direitos autorais pela Bluewater Music e pela distribuidora Rob Gaudino. Mais de 2500 canções das duas empresas foram listadas pela empresa, dentre elas: “Can´t take my eyes of you”; “Rag Dolls” e “Bye, bye baby”;

>> Batalha judicial entre a empresa Rearden contra a Disney pela utilização da tecnologia Mova Contour Reality Capture nos filmes “A Bela e a Fera”, “Vingadores” e “Guardiões da Galáxia”.

Os acontecimentos narrados acima, demonstram que diversas medidas foram tomadas tanto pelo INPI quanto pelo Judiciário neste ano de 2017 visando a um realinhamento na proteção de direitos e estabelecimentos de garantias. Resta analisar se estas medidas serão proveitosas para a sociedade, que busca uma resposta coerente aos seus anseios e não apenas uma medida de extrema urgência e prejudicial aos depositantes, além do consumidor em geral.

* Priscila Romero Gimenez Bratefixe, advogada, especialista em Propriedade Intelectual e sócia do escritório Có Crivelli Advogados

Fonte: Estadão

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Marcas com propósito são escudos contra crise
Publicado por:Dayse, outubro - 09 - 2017
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Em 11 anos de trabalho com o ranking das Marcas Brasileiras Mais Valiosas, alguns aprendizados vão ficando mais evidentes. Um dos que mais se destaca, a meu ver, é a importância da lealdade às marcas. Essa capacidade de fidelizar o consumidor é um dos principais ativos das empresas, pois protegem o valor das marcas em períodos desafiadores, como nas épocas de crise.

Ainda assim, até mesmo marcas extremamente fortes e valiosas podem sucumbir em meio a situações que fogem do padrão ético do mercado, como são os casos de escândalos de corrupção, que permearam diversos setores do Brasil nos últimos anos, afetando governos e também empresas.

Abaixo destaco cinco tendências que percebi nessa década trabalhando com valoração de marcas, e que podem ser úteis para que executivos avaliem a saúde das marcas com que trabalham.

1. Reputação corporativa é parte importante do valor de uma marca

O mercado não perdoa empresas que falham em sua governança corporativa ao envolverem-se em processos ilícitos, ligados à corrupção. Essas situações oferecem um baque na reputação corporativa, o que faz com que os consumidores evitem comprar seus produtos ou serviços, e que investidores reduzam as apostas em ações dessas marcas ou empresas. Isso afeta diretamente o valor do negócio e, consequentemente, a valoração das marcas.

A Petrobrás é um exemplo do risco de não cuidar da reputação corporativa: entre os anos de 2010 e 2012, a marca foi a mais valiosa do país, avaliada nesse triênio em USD 9,7 bilhões, USD 13,4 bilhões e USD 10,6 bilhões de dólares, respectivamente. Esses calores nunca foram superados no ranking nestes 11 anos, e a marca chegou em 2017 sendo avaliada em UDS 719 milhões. A empresa sofreu com processos associados a corrupção e viu o valor das suas ações despencar de R$ 54 em maio de 2008, antes da crise financeira mundial, para chegar em míseros R$ 4,10 em janeiro de 2016, uma queda de 92%. No início de 2017, as ações da Petrobrás chegaram a ter leve recuperação (avaliadas em R$ 13) o que mostra um sinal positivo.

2. Marcas de bens de consumo não duráveis sobem ao ranking impulsionadas pela classe média

Desde a implantação do Plano Real em 1994 a classe média, representada principalmente pela classe C, com 114 milhões de Brasileiros em 2015, saltou de 33% da população para mais de 50% nos dias de hoje. Essa população impulsionou o consumo de bens de consumo não-duráveis (FMCG), como alimentos, bebidas, produtos de higiene pessoal e produtos de limpeza. Com isso, marcas deste segmento como Skol, Brahma, Antarctica e Bohemia, da AB Inbev, Sadia e Natura, têm configurado entre as 10 mais valiosas nestes 11 anos.

3. Foco no consumidor ajuda a pautar estratégias de negócio

Marcas com propósito centrado no consumidor, que são orientadas para não apenas atender necessidades, mas superar expectativas, normalmente se destacam da concorrência com inovação, criando com isso uma vantagem competitiva.

A Skol, a marca mais valiosa do Brasil por 5 anos consecutivos (2013 a 2017) e a mais valiosa da América Latina entre 2015 e 2016, é um bom exemplo desta estratégia: há consistência em seu posicionamento, que aposta em um público mais jovem, disposto a adotar uma marca para a vida toda. A Skol tem também patrocinado festivais de música para este público, o que tem fortalecido a sua relação com o mesmo.

Outra marca com este posicionamento é a rede de farmácias Raia Drogasil, que tem inovado ao criar, por exemplo, a figura da consultora de beleza em suas lojas, oferecendo um serviço diferenciado em relação a concorrência e que vem sendo percebido positivamente pelos investidores da bolsa de valores e pelos consumidores: a marca Drogasil cresceu 122% em 2017, passando para USD 624 milhões, e a marca Raia cresceu 125%, para USD 481 milhões.

4. Marcas ícones ganham pontos no longo prazo

São consideradas marcas ícones aquelas que têm fortes laços com a população e exploram atributos emocionais que são altamente associados às necessidades locais. O banco Bradesco é um forte exemplo de ícone local. Sendo tradicionalmente um banco voltado para a classe média, ele tem ampliado a sua estratégia de marca para a população de baixa renda, criando desta forma um vínculo emocional por ser considerado um banco de “portas abertas” para todos os públicos. Isso tem refletivo positivamente no seu valor de marca: o banco é a marca mais valiosa do Brasil nesses 11 anos do ranking BrandZ brasileiro, a 2a marca mais valiosa em 2017 e a marca de banco mais valiosa por 5 anos consecutivos.

5. Sua marca é seu melhor seguro em tempos de crise

Marcas são uma espécie de seguro contra períodos de crise financeira e geram valor para os acionistas. Em 2008, o mundo sofreu uma das piores crises financeiras da história, iniciada nos Estados Unidos com o colapso da bolha especulativa no mercado imobiliário e a falência do banco de investimento Lehman Brothers. Como resultado, a bolsa de valores de São Paulo encerrou 2008 com uma queda de 41%.

Já o valor total das marcas brasileiras mais valiosas em 2009 (data-base 2008) decresceu apenas 7% em dólar, uma evidencia de que as marcas ajudam a proteger o valor do acionista em períodos de crise. Já em 2017 (data-base 2016) o valor total das 50 marcas mais valiosas (para efeito de comparabilidade com 2016) cresceu 70% em dólar, enquanto o Ibovespa cresceu 38.9%, demonstrando que marcas fortes e valiosas geram ganhos superiores à média de mercado, garantindo um retorno ainda maior.

Fonte: Istoé
Por: Eduardo Tomiya

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Empresas de tecnologia dominam ranking de marcas mais valiosas
Publicado por:Dayse, setembro - 25 - 2017
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As empresas do setor de tecnologia dominam o ranking das marcas mais valiosas do mundo, de acordo com a consultoria Interbrand. Das dez mais valiosas, sete são desse setor, segundo o levantamento.

Pelo quinto ano consecutivo, Apple e Google ocupam as primeiras posições. A Apple cresceu 3% e tem valor de marca de US$ 184,15 bilhões, enquanto que o Google cresceu 6% chegando a um valor de marca de US$ 141,70 bilhões.

Microsoft saltou para o 3º lugar, como uma das 16 marcas com um crescimento de dois dígitos. Seguindo a Coca-Cola, que está em 4º, vêm Amazon, Samsung, Toyota e Facebook, que entra pela primeira vez no top 10 em 8º lugar. Mercedes-Benz e IBM completam o top 10.

As dez marcas mais valiosas do mundo:

  1. Apple – US$ 184,15 bilhões (+3%)
  2. Google – US$ 141,70 (+6%)
  3. Microsoft – US$ 79,99 bilhões (+10%)
  4. Coca-Cola – US$ 69,73 bilhões (-5%)
  5. Amazon – US$ 64,79 bilhões (+29%)
  6. Samsung – US$ 56,24 bilhões (+9%)
  7. Toyota – US$ 50,29 bilhões (-6%)
  8. Facebook – US$ 48,18 bilhões (+48%)
  9. Mercedes-Benz – US$ 47,82 bilhões (+10%)
  10. IBM – US$ 46,82 bilhões (-11%)

As cinco marcas que mais cresceram são Facebook (48%) – pelo segundo ano consecutivo-, Amazon (29%), Adobe (19%), Adidas (17%) e Starbucks (16%).

Mais da metade das Best Global Brands compõe quatro setores: Automotivo (16), Tecnologia (15), Serviços Financeiros (12) e Bens de Consumo (9).

O Varejo é o setor que mais cresceu em termos de porcentagem (19%), seguido dos setores de Artigos Esportivos (10%), Tecnologia (8%), Logística (7%) e Serviços Financeiros (6%).

As 100 marcas mais valiosas do mundo têm um valor conjunto em 2017 de US$ 1,871,73 trilhões, 4,2% a mais do que em 2016. Este ano, além da Ferrari que entrou na lista em 88º lugar, são estreantes a Netflix e a Salesforce.com, respectivamente em 78º e 84º lugares.

O ranking completo pode ser visto no link do Best Global Brands.

O ranking é construído com base em três atributos principais, que contribuem para o valor acumulado de uma marca: performance financeira dos produtos e serviços sob a chancela da marca; papel da marca na decisão de compra do consumidor; força da marca para garantir um preço premium ou ganhos futuros para a empresa.

Fonte: G1

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Para fechar compra da Garoto, Nestlé precisa vender marcas
Publicado por:Dayse, setembro - 21 - 2017
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A Nestlé não poderá vender para concorrente de grande porte um pacote de marcas e ativos do qual terá de se desfazer para conseguir, 15 anos depois, que o Conselho Administrativo de Defesa Econômica (Cade) aprove a compra da Garoto.

Segundo apurou o Estadão/Broadcast, a proibição consta do acordo firmado entre a empresa e o Conselho no ano passado.

O prazo para a venda dos ativos vai até outubro. Segundo fontes que acompanharam as negociações, o pacote inclui os chocolates Serenata de Amor, Chokito, Lollo e Sensação – o detalhamento dos ativos que a empresa terá de vender é mantido sob sigilo.

Com a proibição de que as marcas sejam repassadas para um concorrente de grande porte, fica de fora das negociações a Lacta (do grupo Mondelez), hoje vice-líder de mercado, atrás da Nestlé.

A tendência é que os ativos sejam comprados por concorrentes menores, como Arcor e Hershey’s. O comprador terá de ser apresentado ao Cade e aprovado pelo conselho antes da operação.

Impasse. A fusão de Nestlé e Garoto foi firmada em 2002. Dois anos depois, foi vetada pelo conselho, tendo sido suspensa pela Justiça em 2005. Com isso a Nestlé teve de manter separados os ativos da Garoto e ficou impedida de incorporar totalmente a marca.

No ano passado, a Nestlé procurou o Cade para apresentar uma proposta de acordo que possibilitasse dar fim ao processo e à longa disputa judicial.

O conselho entendeu que as soluções apresentadas pela Nestlé endereçam todas as questões concorrenciais decorrentes da fusão, com a venda de ativos, plantas e marcas e homologou o acordo em outubro do ano passado, dando prazo de um ano para a venda.

Na época da fusão, a Nestlé tinha 34% de participação no mercado de chocolate do País – ao comprar a Garoto sua fatia chegaria a 58%, contra 33% da Lacta. Mesmo com a entrada de concorrentes, o mercado continuou sendo dominado pelas três empresas 15 anos depois.

O caso Nestlé/Garoto é um dos mais emblemáticos da história do Cade e influenciou o trabalho a legislação posterior. Em 2002, fusões e aquisições eram analisadas depois de o negócio já ter sido fechado. Isso muitas vezes acontecia anos depois da operação, quando as duas empresas já estavam funcionando conjuntamente.

Em 2012, com a nova lei da concorrência, os negócios passaram a ser analisados previamente. Empresas só podem fundir plantas de produção e administrações após o aval definitivo.

Procurada, a Nestlé disse que o processo ainda está em andamento no Cade e corre sob sigilo e, portanto, não poderia comentar o assunto. As informações são do jornal O Estado de S. Paulo.

Fonte: EXAME

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Publicado por:Dayse, agosto - 31 - 2017
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B8$4D8czZ͹}gc:9Ⱥ\ehD(Rǔ@N~bxӣO:Je]YY7wcc_ko릁5*] 7ɑ&v:񶶃Y5矞~G'^-#cXjʘD'd$|"ɋG+oOL!xvvM958vJUGcKjkT]_뾧@7ROզ˲M>ڟPh1ÁiR$e𾱶GEM%Z3>i6[aぐ̠P5%ڛHîNi 8bJ1fUr2RTX%zaʴ9;"Iwo@TZI0Ǒ&QzltNW(Tw-r+{׺cr{Z37)5e=Ʋy}-fZ)ӁC QVu t4aH-۲W~ Vrw)M8ghD6A"8C}D%!ќjZzgԹ FXLu8Zkk6ekң&JTKYux32r:_̧gKUrd6nZz=rbv 9]?0@ٚ׺h5Z63sV!O'8@u*,|pIH3L#>JkƑB4x_gG`>ۭ(Qb3L)F؋`M0ݍK`k f'S`l(Rߚ1NKZ)O a ԶPEC,1s%qE͟BmmK߂hjG㤿sheA C\m1WaBֆ8GM1ncZ4ۯ. RxFͼRVS:pfxgl oӛm1ӶnVEE Yl}BL;MrTR1wj7<0:OTl꾁 <=>s /_a/080 <̵ Z_R>"/Sm:ؗH]^^ͫ݉Jcu;v/jR&g`DDsmǑFFtvT'hrDgk ~BlE[{tX^cB0 iHU19|ca7IENDB`https://rematmarcas.com.br/wp-content/uploads/2017/08/untitled-1043X334.png" alt="Gucci e Forever 21 travam batalha judicial por causa de listras" title="Gucci e Forever 21 travam batalha judicial por causa de listras">

A Forever 21 abriu uma ação contra a Gucci, para se proteger do processo da grife italiana em andamento. As marcas travam uma batalha judicial desde dezembro de 2016, quando a companhia que conta com Alessandro Michele como diretor criativo entrou na justiça exigindo que a rede de fast fashion retirasse todos os produtos com listras em duas sequências diferentes, alegando que as padronagens são suas mais populares marcas registradas.
No documento emitido pela Forever 21, a empresa negou estar comentendo plágio. “Forever 21 não está infringindo nenhuma marca registrada da Gucci”, diz o texto. “Os registros de marca da Gucci relevantes para a disputa devem ser cancelados. Os pedidos da Gucci não devem ser registrados. Esse assunto deve ir a julgamento declarativo.”
Em março, um representante da grife italiana já tinha se posicionado sobre o caso. “A reputação da Forever 21 de copiar marcas registradas e direitos de imagens dos outros, incluindo da Gucci, já está estabelecida. Agora, para distrair suas infrações, a Forever 21 está atacando uma das mais icônicas e famosas marcas da Gucci. Isso não vai impedir a Gucci de ir atrás de seus direitos e proteger a propriedade intelectual e a identidade da marca.”

Fonte: Exame

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As marcas mais amadas pelos consumidores no mundo
Publicado por:Dayse, agosto - 29 - 2017
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A descoberta é do estudo inédito “Love Index”, feito pela Accenture Interactive e pela Fjord, seu braço de inovação e design.

Feito entre junho e julho desse ano, seus resultados foram divulgados agora.

A pesquisa, pioneira, entrevistou 26 mil consumidores no Brasil, nos Estados Unidos e no Reino Unido.

A ideia era entender como uma marca conquista a empatia das pessoas a ponto de não ser apenas uma marca “top of mind”, mas também uma marca amada.

Duas perguntas foram levantadas para definir esse amor: “O que faz com que as pessoas amem uma marca?” e “O que sustenta esse amor?”.

Cinco fatores foram levados em conta para avaliar as marcas, de acordo com a percepção do consumidor:

  • Divertido – Se prende a atenção de uma forma divertida;
  • Relevante – Se fornece informações claras e personalizadas, relevantes para o consumidor e no momento certo;
  • Engajador – Se se relaciona com o consumidor e se adapta às suas expectativas;
  • Social – Se ajuda o consumidor a se conectar com os outros;
  • Útil – Se simplifica tarefas e organiza aspectos da vida do consumidor.

Segundo o estudo, que revela algumas tendências do marketing, não adianta mais marcas que criam experiências que as pessoas comentam. Agora, precisam ser experiências que as pessoas amam.

Outra tendência observada é chamada de “expectativas líquidas”, induzida pelas experiências no mundo digital e pela rápida troca de informações: quando o consumidor tem uma boa experiência em uma marca “líder”, ele leva essa expectativa para outras marcas, ele espera que elas tenham a mesma qualidade de serviço e experiência.

Assim, quando Netflix, Facebook ou Apple proporcionam uma boa experiência e se tornam amadas, os consumidores ficam mais exigentes e esperam o mesmo de outras marcas e serviços.

Países

Há certas diferenças no modo como os consumidores de cada país percebem as marcas.

Nos EUA, Apple e Microsoft aparecem no topo. E só entre os americanos marcas como Walmart e Fitbit aparecem no top 10.

No Reino Unido, Netflix e Google lideram. Sky e Ebay só aparecem entre os britânicos.

Já no Brasil, a Netflix lidera, seguida de YouTube – marca do top 10 citada só entre os brasileiros, assim como WhatsApp e LG.

Resultados

Ao todo, 70 marcas foram avaliadas – entraram na conta tanto suas ações no mundo físico quanto no digital.

Confira os resultados em cada país:

Brasil

Posição Marca
1 Netflix
2 YouTube
3 Google
4 Apple
5 Samsung
6 Sony
7 Facebook
8 Microsoft
9 WhatsApp
10 LG

Estados Unidos

Posição Marca
1 Apple
2 Microsoft
3 Netflix
4 Samsung
5 Sony
6 Google
7 Amazon
8 Fitbit
9 Facebook
10 Walmart

Reino Unido

Posição Marca
1 Netflix
2 Google
3 Apple
4 Samsung
5 Sony
6 Microsoft
7 Facebook
8 Amazon
9 Sky
10 Ebay

Fonte: Exame

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Martini briga na Justiça para Contini trocar de nome
Publicado por:Dayse, agosto - 24 - 2017
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Na última terça-feira (22), inciou um novo round na briga entre as marcas de bebida Martini e Contini.

A Quarta Turma do Superior Tribunal de Justiça vai decidir se a Bacardi, fabricante da bebida Martini, tem legitimidade para mover ação contra a Casa di Conti, dona da marca Contini, onde ela pede anulação do registro no INPI da marca Contini.

O relator é Antonio Carlos Ferreira, ministro do STJ.

No primeiro capítulo do imbróglio, a Bacardi entrou na justiça pedindo que a empresa da Contini não pudesse mais usar a marca.

Para a Bacardi, o nome Contini era uma imitação proposital de sua famosa marca Martini.

A Bacardi ainda reclamava que logotipo e rótulo da Contini eram semelhantes aos de Martini, também com intenção, de modo a confundir consumidores.

A decisão inicial da Justiça determinou que a Bacardi não poderia ter proposto a ação porque só possui licença para usar a marca Martini.

Assim, o nome Contini poderia continuar a ser usado pelo concorrente.

Mas o Tribunal Regional Federal da 3ª Região (São Paulo) reconheceu o interesse da Bacardi na questão e mandou o caso voltar para a primeira instância para julgamento do mérito.

Agora, no caso julgado hoje no STJ, o recurso é da Contini, que pede a restauração da sentença inicial, quando Bacardi não ganhou direito de causa.

A Contini alega que a Bacardi não poderia contestar o seu registro no INPI, já que se tratam de expressões obviamente diferentes.

Fonte: Exame

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Ranking mostra as marcas mais valiosas do Brasil em 2017
Publicado por:Dayse, agosto - 10 - 2017
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A soma do valor das 60 marcas mais valiosas do ranking anual BrandZ Brasil, realizado pela WPP, Kantar, Kantar Vermeer e Kantar Millward Brown totalizou $53,1 bilhões de dólares. Comparado com 2016 houve uma recuperação de 70%, demonstrando uma tendência de crescimento que havia sido observada desde 2014 e que foi interrompida no ano passado.

“Depois de mais de uma década analisando marcas na Kantar e na WPP comprovamos a importância da construção de marca para enfrentar cenários economicamente complicados. As marcas brasileiras que reconheceram o valor dessa premissa cresceram, em alguns casos de mais de 100% de seu valor”, aponta Sonia Bueno CEO da Kantar.

Pela primeira vez este ano o ranking inclui na análise as marcas de capital fechado. Segunda a Kantar, a decisão se deu principalmente ao fato de que no mercado brasileiro existem marcas de capital fechado bastante valiosas, como por exemplo, IKEA e Ferrero, que não poderiam ser avaliadas.

Top 10 das marcas mais valiosas do Brasil 2017 (em milhões de dólares)

10-11

Marcas que mais cresceram e setores mais fortes

A Renner foi a marca que teve o maior crescimento no Brasil com uma variação de +168% (número 17, $684 milhões de dólares).

Em segundo lugar está a Adria +159% (número 49, $211 milhões de dólares), seguida pela Anhanguera +138% (número 34, $333 milhões de dólares).

Bens de consumo e serviços financeiros foram os setores mais fortes do BrandZ  Brasil. A soma do valor das marcas de Bens de Consumo foi de $24 bilhões de dólares em 2017 (+40% vs. 2016), o que equivale a quase 50% do total das marcas mais valiosas do Brasil.

As marcas mais fortes do Brasil

A pesquisa também analisou as marcas mais fortes com base no fator Brand Strength, ou seja, na mente dos consumidores.

Ranking mostra as marcas mais valiosas do Brasil em 2017
Divulgação (AdNews)

Fonte: Exame

Este conteúdo foi originalmente publicado no site da AdNews.

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