The advancement of technology and the digitalization of businesses are transforming the global trademark registration landscape, directly influencing the Brazilian market. With the growth of digital brands, new regulations, and the use of artificial intelligence, companies need to adapt to ensure the protection of their intangible assets and maintain competitiveness.
In Brazil, the National Institute of Industrial Property (INPI) has been promoting efforts to modernize its processes, including adherence to the Madrid Protocol, which simplifies trademark registration in more than 130 countries. However, experts point out that bureaucracy still poses a challenge for companies seeking agility in protecting their identities.
“Brazil has made progress, but the average time for trademark registration can still take up to three years, placing the country behind more dynamic markets. In this context, automated platforms are a solution to simplify and accelerate this process,” explains Thiago Fernandes, , a technology expert and partner at T3P, a pioneering platform in Brazil, which offers a fully automated trademark registration process.
Digitalization and artificial intelligence in trademark registration
Global trends show that artificial intelligence and automation are revolutionizing the intellectual property sector. In countries such as the United States and the European Union, the use of algorithms for trademark similarity analysis and automatic request screening has significantly reduced processing times.
Following this trend, T3P stands out as the only platform in Brazil that offers a fully automated process for trademark registration. “We eliminate human errors, reduce rework, and increase the chances of application approval, ensuring more predictability for entrepreneurs,” highlights Fernandes.
Technology also enables instant searches in the INPI database, facilitating the verification of name availability before starting the process. This advancement reduces conflicts with pre-existing trademarks and makes registration more strategic.
New challenges and opportunities for digital brands
The growth of e-commerce and digital brands has brought unprecedented challenges to intellectual property. Companies operating globally need to ensure protection in multiple markets to prevent the misuse of their names and visual identities.
Additionally, the increase in trademark disputes on platforms such as social networks, marketplaces, and streaming services reinforces the need for preventive registration. “In the digital environment, brands can be copied or misused more easily. Therefore, it is essential to secure legal protection before expanding,” warns Fernandes.
Brazil in the era of intellectual property innovation
Despite the challenges, Brazil has advanced in modernizing trademark registration, following key international trends. The implementation of digital services and adherence to international treaties are important steps to make the system more efficient.
In this scenario, technological solutions like T3P, recognized by Google, Microsoft, and ReclameAqui, help bridge the gap between traditional bureaucracy and the needs of modern businesses. “Our goal is to transform how entrepreneurs protect their brands, making the process faster, more accessible, and safer,” concludes Fernandes.
With digitalization and the increasing use of automation, trademark registration is undergoing a revolution. Brazilian companies that follow these trends and use innovative solutions will be better positioned to grow securely in the global market.
