{"id":5599,"date":"2024-10-08T17:28:19","date_gmt":"2024-10-08T20:28:19","guid":{"rendered":"https:\/\/araripe.com.br\/?p=5599"},"modified":"2025-02-18T11:05:27","modified_gmt":"2025-02-18T14:05:27","slug":"seu-slogan-e-valioso-saiba-tudo-sobre-ele","status":"publish","type":"post","link":"https:\/\/araripe.com.br\/?p=5599","title":{"rendered":"Seu slogan \u00e9 valioso? Saiba tudo sobre ele!"},"content":{"rendered":"<p>Voc\u00ea j\u00e1 pensou em proteger o\u00a0slogan\u00a0da\u00a0sua\u00a0empresa? Aquela frase que voc\u00ea tanto gosta e que representa a\u00a0sua\u00a0marca? Slogans como \u201cSe \u00e9 Bayer, \u00e9 bom\u201d, \u201cJust do it\u201d e \u201cRed Bull te d\u00e1 asas\u201d s\u00e3o diretamente associados \u00e0s marcas Bayer, Nike e Red Bull, respectivamente. Esses exemplos de slogans ou express\u00f5es de propaganda s\u00e3o utilizados pelas empresas para atrair a aten\u00e7\u00e3o do p\u00fablico, criando uma forte conex\u00e3o entre a frase e a marca.<\/p>\n<div>O antigo C\u00f3digo da Propriedade Industrial, Lei n. 5.772, em seu artigo 73, previa a prote\u00e7\u00e3o de express\u00f5es ou sinais de propaganda. Contudo, com a nova Lei da Propriedade Industrial (LPI), o artigo 124, inciso VII, passou a proibir o registro de \u201csinal ou express\u00e3o empregada apenas como meio de propaganda\u201d como marca. Essa mudan\u00e7a na legisla\u00e7\u00e3o decorre do entendimento de que slogans, por sua natureza gen\u00e9rica e fun\u00e7\u00e3o predominantemente promocional, utilizam palavras e express\u00f5es comuns, o que dificulta a distin\u00e7\u00e3o entre marcas. Argumentam que isso contraria a finalidade do registro marc\u00e1rio, que \u00e9 identificar de forma exclusiva uma empresa. Al\u00e9m disso, a exclusividade sobre slogans poderia limitar a criatividade e a livre concorr\u00eancia no mercado, uma vez que o objetivo principal de um slogan \u00e9 promover um produto ou servi\u00e7o, e n\u00e3o identificar uma empresa.<\/div>\n<p>A prote\u00e7\u00e3o contra concorr\u00eancia desleal \u00e9 fundamental quando se trata de slogans publicit\u00e1rios. Concorr\u00eancia desleal \u00e9 qualquer pr\u00e1tica que, de forma l\u00edcita, prejudique a reputa\u00e7\u00e3o ou os neg\u00f3cios de um concorrente ou crie confus\u00e3o no mercado. Por isso, os slogans s\u00e3o protegidos pelo instituto da concorr\u00eancia desleal, conforme os artigos 195 e 209 da LPI.<\/p>\n<p>Embora atualmente n\u00e3o seja poss\u00edvel registrar um\u00a0slogan\u00a0como marca no Instituto Nacional da Propriedade Industrial (INPI), em um recente evento promovido pela autarquia, foi anunciado que, em breve, ser\u00e1 poss\u00edvel registrar slogans com certo grau de originalidade. Esse registro facilitar\u00e1 a comprova\u00e7\u00e3o de autoria e se tornar\u00e1 um importante instrumento para estabelecer a data de cria\u00e7\u00e3o. Atualmente,\u00a0existem algumas possibilidades de se proteger os slogans. Uma delas \u00e9 registrar o\u00a0slogan\u00a0junto \u00e0 Biblioteca Nacional como parte de uma pe\u00e7a publicit\u00e1ria.<\/p>\n<p>Quer saber mais sobre como proteger\u00a0sua\u00a0express\u00e3o de propaganda ou\u00a0slogan? Entre em contato com um dos nossos advogados e marque uma consulta.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Voc\u00ea j\u00e1 pensou em proteger o\u00a0slogan\u00a0da\u00a0sua\u00a0empresa? Aquela frase que voc\u00ea tanto gosta e que representa a\u00a0sua\u00a0marca? Slogans como \u201cSe \u00e9 Bayer, \u00e9 bom\u201d, \u201cJust do it\u201d e \u201cRed Bull te d\u00e1 asas\u201d s\u00e3o diretamente associados \u00e0s marcas Bayer, Nike e Red Bull, respectivamente. Esses exemplos de slogans ou express\u00f5es de propaganda s\u00e3o utilizados pelas empresas [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5600,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[18],"tags":[],"class_list":["post-5599","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marca"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Seu slogan \u00e9 valioso? 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