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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 6 min read Ricardo Vinhas · Founder of TrademarkIQ
Executive summary
Two trademark applications filed in 1916, DALILA and YOLANDA, are still in force at Brazil’s trademark office, in the name of Souza Cruz. They are more than a hundred years old.
- Globo has the largest historical portfolio among the groups analyzed, with 9,453 applications, followed by Unilever (6,833), Pão de Açúcar (5,688), Nestlé (5,427) and Abril (5,208).
- 44 groups have at least one application before 1950, and 18 of them before 1930; DALILA (1916, Souza Cruz) and ASPIRINA (1937, Bayer) remain in force.
- The highest annual volume in Unilever’s entire series in the INPI database was 1992, with 322 applications.
- Paces differ: Nestlé went from 161 applications in 2010 to 42 in 2025, while O Boticário went from 18 in 2000 to 167 in 2020.
- The totals include historical applications, not only registrations in force.
