Article by the Trademark Team on Acquired Distinctiveness Published in Legal500

José Roberto de Almeida Junior and Jéssica Jatobá de Lima analyze recent developments in Brazilian trademark law in the article “Brazilian PTO establishes rules for the recognition of acquired distinctiveness in trademarks”, published by Legal 500.

The Brazilian Patent and Trademark Office (BPTO) has introduced new rules for the recognition of secondary meaning, representing a significant step in aligning Brazil’s trademark system with international standards.

The new regulation brings greater legal certainty and directly impacts trademark registration and protection strategies in Brazil, especially for signs that, although originally weak or descriptive, have acquired distinctiveness through use.

Read the full article and learn how this change may influence trademark protection in Brazil on the website.