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Contenuto in evidenza

Does fame have an expiry date?

BARBIE has no high-renown declaration in force in Brazil, while NATURA, UNIÃO and WHATSAPP are cited in hundreds of decisions refusing third-party registrations. TrademarkIQ analyses 13 years of INPI decisions.

October 30, 2026 14 min read Ricardo Vinhas · Founder of TrademarkIQ

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Executive summary

In Brazil, a trademark can be declared one of high renown (alto renome): an exceptional status, granted by the Brazilian Patent and Trademark Office (INPI), that extends its protection to every field of activity. It lasts ten years and has to be applied for again.

There are 203 registrations with a high-renown declaration in force in Brazil, against 121 in October 2020.
4,477 INPI decisions refusing registration cite Article 125 of the Industrial Property Law, from July 2013 to October 2026.
UNIÃO is cited in 262 of those decisions, in 34 different classes.
The declaration is valid for ten years and the owner must apply for it again, with fresh evidence.

Data & Trends

Brazil’s history is also written in trademarks: from 1901 to Globo’s 9,453 filings

Each trademark application at the INPI is a company decision. Added up over decades, those decisions tell how large groups built what they have. A TrademarkIQ survey gathers more than 200,000 historical applications and shows portfolios that begin before 1930.

October 13, 2026

Ricardo Vinhas · Founder of TrademarkIQ

6 min readLeggi

Data & Trends

Madrid at seven: Brazil on the new world map of trademarks

While international filings shrink worldwide, Brazil is gaining share as a destination and China is giving Latin America more weight in its strategy. An analysis of more than 28,000 marks decided by INPI, a profile of the Brazilian companies that use Madrid, and first-half 2026 data show where these movements point.

October 08, 2026

Ricardo Vinhas · Founder of TrademarkIQ

17 min readLeggi

Data & Trends

Seven in ten lapsed trademarks of Brazilian companies belonged to companies that are still active

The Brazilian trademark office published the expiry of 93,103 registrations at the end of their term since January 2025. Among those owned by entities with a tax ID, 68.5% belonged to active companies. The data show who let the registration expire, not why.

September 29, 2026

Ricardo Vinhas · Founder of TrademarkIQ

13 min readLeggi

Data & Trends

The other map of trademark disputes

In 2025, Outback and Outbroka were disputing the same trademark in two courts simultaneously: use and unfair competition in São Paulo, and the validity of the registration in Rio. Those who look only at INPI see half the story. A TrademarkIQ survey shows that 41.7% of judicial proceedings involving registered marks are taking place outside the Federal Courts, home to INPI.

September 22, 2026

Ricardo Vinhas · Founder of TrademarkIQ

11 min readLeggi

Data & Trends

Who owns Jesus? What 6.6 million filings reveal about the limits of faith as property

Brazil has trademarks in force for JESUS on water tanks, DEUS on beers, and 332 registrations containing Assembleia de Deus spread across 251 owners. The Supreme Federal Court now has to decide how far a trademark can limit the way another community expresses its own religious identity.

September 15, 2026

Ricardo Vinhas · Founder of TrademarkIQ

14 min readLeggi

Data & Trends

A Brazilian trademark is property, but almost never capital

Property, vehicles, inventory and receivables all become collateral. A trademark can too. But across 1.1 million Brazilian registrations analysed, it happened to only 358.

September 08, 2026

Ricardo Vinhas · Founder of TrademarkIQ

8 min readLeggi

Data & Trends

Nearly 100,000 live Brazilian trademarks belong to companies that have shut down, three quarters of them before year five

There are 99,341 live registrations from 68,064 companies already struck off. In 76.5% of them the company closed before year five, and the registration keeps blocking the sign for businesses that are still trading.

September 01, 2026

Ricardo Vinhas · Founder of TrademarkIQ

14 min readLeggi

Data & Trends

The blind spot in trademark searches: when checking the right class is not enough

Data shows that 11.48% of colliding trademark pairs at Brazil's INPI cross different Nice classes. It's a phenomenon well known in trademark practice, but rarely quantified.

August 25, 2026

Ricardo Vinhas · Founder of TrademarkIQ

10 min readLeggi

Data & Trends

Priority trademark track: is it worth it?

The free lane (senior citizens, people with disabilities, serious illness, Inova Simples) cuts decision time by about 60%, but refuses 69.2% of applications, mostly for failing to prove matching business activity, not trademark collision.

August 08, 2026

Ricardo Vinhas · Founder of TrademarkIQ

13 min readLeggi

Data & Trends

About 95% of active businesses in Brazil have no trademark filing identified at INPI

A TrademarkIQ projection indicates 2026 may close with about 90,000 fewer trademark applications, while new-business creation keeps growing.

July 28, 2026

Ricardo Vinhas · Founder of TrademarkIQ

12 min readLeggi

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