Learn how to register your company’s trademark

A brand is more than a name, it is the identity of the business – be it product or service. “Brand is the name given to associate the name to the company, to add value to the business, increase trust, relationship and customer/consumer experience with the company”, says marketing consultant Randes Enes.

First steps

The first thing to do when thinking about open a business is to create the name. According to the consultant specializing in brands, Andréa Miom, the second is a survey to find out if there is already another one like it on the market. From there, create the brand, which will differentiate your company from others.

rulestr of brand

Once the first steps have been taken, you can now register the company. In Brazil, registration is carried out by the INPI (National Institute of Industrial Property) and the applicant can opt for a mediator, to carry out this entire process, as an intellectual property company. In this case, an expert will monitor the entire registration time and duration.

Time for registration

The period from filing the application to the official registration can last, on average, 2 years, if there is no setback in opening the process. Not all processes take this long, usually, this happens when you already have a brand with the same name you chose for your company.

“After obtaining the Trademark Registration Certificate, the applicant has the right to enjoy the benefit for 10 years, without renewing the registration”, explains the marketing consultant. marketing, Randes Enes. If the renewal is not done, anyone can obtain the trademark certificate.

Values

To register the trademark, it is necessary to pay an amount that will depend on the necessary documentation, varying according to the steps during the process or if a company specialized in this was hired. Randes Enes explains that, when the Registration Certificate is obtained, the payment starts to be every 10 years for the maintenance of the trademark registration. It may also happen that another name similar to yours appears, but it will be immediately blocked by the INPI, in order to assess the veracity of the facts.

Who can apply for registration?

For the trademark to be registered with the INPI, the company must have a CNPJ. Otherwise, as an individual, registration will not be possible.

Importance of registration

It is important that the trademark has this registration, as this avoids the embarrassment of appearing others with the same name. Having the certificate guarantees that the brand is yours and any problem that may occur, in relation to this, you can confirm through all the documentation. “It is a form of proof of authenticity and rights over the use of the brand, in any means of communication. communicationkeeping the owner safe”, says Randes.

Benefits of having a trademark

• A branded product is a product with identity;
• A good brand adds value to the product;
• A good brand brings confidence, provides “status” and generates satisfaction.

brand types

According to Andréa Miom, a consultant specializing in intellectual property at Vilage Marcas e Patentes, there are four types of trademark registration:

• Nominative: it is the one formed by words, neologisms and combinations of letters and numbers;
• Figurative: consisting of a drawing, image, ideogram, fanciful or figurative form of a letter or number and words composed of letters from alphabets such as Hebrew, Cyrillic, Arabic, etc.;
• Mixed: combines image and word;
• three-dimensional: a three-dimensional mark can be considered the shape of a productwhen able to distinguish it from other similar products.