Philippe Bhering and Chairin Kong Discuss Colgate’s Recognition as a Famous Trademark in Veja Negócios

Colgate has achieved the prestigious “highly renowned” status in Brazil, granted by the Brazilian Patent and Trademark Office (INPI). This recognition places Colgate among the 193 brands in Brazil that hold this distinction, a testament to the exceptional distinctiveness of the brand and its widespread public recognition.

Philippe Bhering and Chairin Kong successfully led the proceedings for Colgate’s recognition. As Philippe Bhering explains in an interview with Veja Negócios, “the ‘highly renowned’ status confirms that the trademark possesses exceptional distinctiveness and broad recognition among Brazilian consumers, associating it with prestige, tradition, and quality. This status offers special protection across all market segments, as established by Law No. 9.279/96 (Industrial Property Law).”

To obtain this status, companies must submit a petition to the BPTO, demonstrating compliance with the requirements set out in Ordinance No. 08/2002, which was updated earlier this year after a public consultation.

We are proud to have supported Colgate in achieving this important milestone!
You can read the full article (in Portuguese) here.