A brand is one of the main assets of a business owner. Whether the business is focused on selling products or providing services, the brand is what identifies and differentiates them in the market. In order to have protection and exclusive use of a brand, it is necessary to register it with the National Institute of Industrial Property (INPI). And the registration process begins with a prior feasibility study. This study, ideally, should be done before the actual start of the business and the disclosure of the brand, to minimize the risk of conflict with other brands already on the market. Many business owners, however, only begin the registration process after a considerable period of time in business. In these cases, it is sometimes necessary to change the brand initially conceived or to take administrative and/or legal measures to make the brand’s defense viable, which results in greater costs and risks.
For this reason, the conception and beginning of the brand registration process should be a priority for any business owner, regardless of the industry and size of the business. In addition to allowing a safe operation, trademark registration also adds value to the business and contributes to solid development.
Finally, it is important to emphasize that the consultation and trademark registration process should be carried out with the assistance of an experienced professional capable of following the process correctly and making competent use of strategies that best meet the needs of each situation.