Protecting slogans in Brazil

By Renata Cavalcante Carneiro da Cunha

Slogans are a crucial part of a brand’s marketing efforts. However, Brazil’s IP law has reduced the protection available for slogans, especially where they are used solely as a means of advertising

Slogans and advertising expressions are everywhere – broadcast on radio and television, displayed on billboards and published in printed media such as magazines and newspapers. So powerful have they become that many slogans are now as important as the trademarks to which they refer, and have even become absorbed into everyday language.

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Issue 71