In the world of trademarks in Brazil, most are protected strictly within their respective products or services. However, some manage to stand out so much that they go beyond this traditional limitation. These are the so-called “highly renowned trademarks”.

These trademarks, by virtue of their significant presence in the market, carry with them an association of quality, reputation, and the remarkable ability to attract consumers. For this reason, Brazilian legislation, through Law 9.279/96 and Ordinance/INPI/PR No. 8 of 2022, grants them special protection, ensuring that they are safeguarded in all branches of activity.

When considering trademark protection in Brazil, it is crucial to differentiate between well-known trademarks and highly renowned trademarks. While the former receive protection in their specific segment even without a formal registration with the INPI, highly renowned trademarks, once registered, enjoy more comprehensive protection, covering multiple segments. 

One of the greatest advantages of this special protection is the defense against the erosion of its identity or meaning in the market. To achieve this privileged status, the trademark must meet strict criteria defined by the INPI, including high public recognition, consistent reputation, and distinctiveness.

Protection lasts. Once the INPI recognizes a trademark as highly renowned, this designation is valid for 10 years. However, this protection can be renewed, if it is demonstrated that the trademark maintains its relevance and prestige in the market.