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, theNational Institute of Industrial Property (INPI)has been making efforts to modernize its processes, including adherence toMadrid Protocol, that simplifies trademark registration in over 130 countries. However, specialists point out that bureaucracy still represents a challenge for companies seeking agility in protecting their identities
Brazil has advanced, but the average time for a trademark registration can still take up tothree years, what puts the country behind more dynamic markets. In this context, automated platforms are a solution to simplify and speed up this process, explainThiago Fernandes,technology specialist and partner atT3P, pioneering platform in Brazil,that 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 like theUnited States and the European Union, the use of algorithms for brand similarity analysis and the automatic screening of orders has significantly reduced processing time
Following this trend, a T3Pstands out as the only platform in Brazil that offers afully automated processof trademark registration. "We eliminate human errors", we reduced rework and increased the chances of order approval, ensuring more predictability for entrepreneurs, highlights Fernandes
Technology also allows for the realization ofinstant searchesin the INPI database, facilitating the verification of name availability before the start of the process. This advancement reduces the incidence of conflicts with pre-existing brands and makes registration more strategic
New challenges and opportunities for digital brands
The growth of e-commerce and digital brands has brought unprecedented challenges for intellectual property. Companies that operate globally need to ensure protection in multiple markets to prevent the misappropriation of their names and visual identities
Furthermore, the increase in trademark disputes on platforms such associal media, marketplaces and streaming servicesreinforces the need for a preventive record. "In the digital environment, brands can be copied or misused more easily. That's why, "it is essential to ensure legal protection before expanding", alert Fernandes
Brazil in the era of innovation in intellectual property
Despite the challenges, Brazil has advanced in the modernization of trademark registration, following the main 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 such as theT3P, recognized byGoogle, Microsoft and ReclameAqui, help to bridge the gap between traditional bureaucracy and the needs of modern businesses. "Our goal is to transform the way entrepreneurs protect their brands", making the process faster, accessible and safe, concludes Fernandes
With digitalization and the increasing use of automation, the trademark registration is undergoing a revolution. Brazilian companies that follow these trends and use innovative solutions will be better positioned to grow safely in the global market
