The advancement of technology and the digitization 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 promoted efforts to modernize its processes, including adherence to theMadrid Protocol, which simplifies trademark registration in over 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 a trademark registration can still reachthree years, which puts the country behind more dynamic markets. In this context, automated platforms are a solution to simplify and accelerate this process," explainsThiago Fernandes,technology specialist and partner atT3P, 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 like theUnited States and the European Union, the use of algorithms for brand similarity analysis and automatic order screening has significantly reduced processing time.
Following this trend, theT3Pstands out as the only platform in Brazil that offers afully automated processtrademark registration. "We eliminate human errors, reduce rework, and increase 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 advance reduces the incidence of conflicts with preexisting trademarks and makes the 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 unauthorized use of their names and visual identities.
Additionally, the increase in disputes over trademark rights on platforms such associal networks, marketplaces and streaming servicesreinforces the need for a preventive record. "In the digital environment, brands can be copied or used improperly more easily. Therefore, it is essential to ensure legal protection before expanding," warns Fernandes.
Brazil in the era of innovation in intellectual property
Despite the challenges, Brazil has been advancing 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 asT3P, recognized byGoogle, Microsoft and ReclameAqui, they help bridge the gap between traditional bureaucracy and the needs of modern companies. "Our goal is to transform the way entrepreneurs protect their brands, making the process faster, more accessible, and secure," concludes Fernandes.
With digitalization and the growing 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 safely in the global market.
