O Uso da Marca e Sua Integridade (Portuguese Edition) Book PDF, ePub eBook

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Book Descriptions:
O uso da marca traz consequências negativas no que tange à sua integridade material, causando o desgaste da sua distinção entre marcas de concorrentes, o que faz diminuir a distância distintiva entre os sinais de uma mesma atividade econômica ou atividades relacionadas. Além disso, o uso da marca também pode causar a perda completa de sua unicidade, que é o corpo distintivo da marca, chegando, às vezes, à vulgarização da mesma, tornando-se res communis omnium.

Do outro lado, a integridade material da marca pode passar por processos positivos que fortalecem o seu corpo distintivo. O uso da marca com sucesso faz aumentar sua fama perante o mercado e consumidores, diferenciando-a das demais e sendo alçada ao posto de marca famosa. A fama através do uso impulsiona marcas ordinárias ao status de marcas notoriamente conhecidas ou marcas de alto renome. Ambas representam degraus superiores de integridade material em relação às marcas que são ordinariamente protegidas dentro de suas atividades comerciais.

O Uso da Marca e Sua Integridade (Portuguese Edition) by Alexandre Fragoso Machado

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