O registro de marca e trade dress como diferencial competitivo : o caso do restaurante Gabi Comida Moda Caseira
Any business segment is fully competitive, but not always loyal. This causes companies to claim their rights for unfair competition. In order to preserve its image before its customers and related consumers. The family-owned company Gabi restaurant fruit of this research applied for its trademark...
| Autor principal: | Saraiva, Tennessee Lucena |
|---|---|
| Grau: | Dissertação |
| Idioma: | por |
| Publicado em: |
Universidade Federal de Roraima
2021
|
| Assuntos: | |
| Acesso em linha: |
http://repositorio.ufrr.br:8080/jspui/handle/prefix/357 |
| id |
oai:repositorio.ufrr.br:prefix-357 |
|---|---|
| recordtype |
dspace |
| spelling |
oai:repositorio.ufrr.br:prefix-3572023-07-17T20:17:09Z O registro de marca e trade dress como diferencial competitivo : o caso do restaurante Gabi Comida Moda Caseira Professional master in intellectual property and technology transfer for innovation Saraiva, Tennessee Lucena Sandri, Eliseu Adilson http://lattes.cnpq.br/4163663349851342 Pedrosi Filho, Gelso http://lattes.cnpq.br/4157375449144765 Trade dress Marca registrada Proteção da marca Concorrência desleal Trademark Brand protection Unfair competition CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO Any business segment is fully competitive, but not always loyal. This causes companies to claim their rights for unfair competition. In order to preserve its image before its customers and related consumers. The family-owned company Gabi restaurant fruit of this research applied for its trademark application before the National Institute of Industrial Property - INPI. Because you realize that there is a risk that your brand such as trade dress can be used by third parties without prior authorization, and can generate a series of negativeconsequences both economic and reliable. Bringing the issue of unfairness to the agenda, this dissertation aims to demonstrate that trademark complement with trade dress have important potential of distinctiveness that promotes difficulty to unfair competition through judicial issues. Giving the brand a unique layout demonstrates extraordinary characteristics that can point to product or service differences, making it unfair to plagiarize, but making it easier for consumers to make a decision when buying. The methodology performed in this study includes visits to the company Gabi restaurant, were also conducted qualitative research at exploratory level, consisting of literature reviews and understanding of the concepts of own brand identity covered by trade dress. For all that was researched about the potentialities of intellectual property in conjunction with the trade dress, are presented several concepts that make up the competitive differential by the company that adopts Industrial Property - PI, as a business advantage over the others, and when the owner of the original. is disrespected must seek justice as a means of defense. The results show that when the trademark and trade dress are aligned, there is the use of the legal alliance that protects the registration with the INPI, in accordance with current legislation, having the trademark in question a competitive trait. Thus, it is concluded that, although there is no specific legislation on trade dress, there are several jurisprudences that ensure the protection of this characteristic element in this way, being possible to decide cases of judicial claim between original and fraudulent trademarks. Qualquer segmento comercial é totalmente competitivo, mas nem sempre é leal. Isso faz com que as empresas reclamem seus direitos por sofrerem concorrência desleal. Com o intuito de preservar sua imagem perante seus clientes e consumidores afins, a empresa familiar Gabi Comida Moda Caseira, objeto de estudo nesta pesquisa, requereu seu pedido de registro de marca perante o Instituto Nacional da Propriedade Industrial – INPI. Por perceber que existia risco de tanto sua marca como o trade dress serem utilizados por terceiros sem prévia autorização, podendo gerar uma série de consequências negativas tanto economicamente como de confiança, foi tomada a decisão do registro junto ao Instituto responsável. Trazendo a problemática da deslealdade, a presente dissertação tem o objetivo de demonstrar que a marca registrada com complemento do trade dress apresenta potencial importante de distintividade, que promove dificuldade à concorrência desleal através de questões judiciais. Atribuir um layout único à marca demonstra características extraordinárias que podem apontar diferença no produto ou no serviço, tornando difícil a concorrência desleal, ou seja, o ato de plagiar, mas facilitando a decisão do consumidor no momento da compra. A metodologia realizada neste estudo contempla visitas ao restaurante Gabi. Também foram realizadas pesquisas qualitativas em nível exploratório, compostas por revisões bibliográficas e compreensão dos conceitos da identidade da marca própria revestida pelo trade dress. Por tudo que foi pesquisado sobre as potencialidades da propriedade intelectual em conjunto ao trade dress, são apresentados diversos conceitos que compõe o diferencial competitivo pela empresa que adota a Propriedade Industrial – PI, como vantagem empresarial em relação às demais, e quando o detentor do original é desrespeitado deve buscar a justiça como meio de defesa. Os resultados apontam que, quando a marca e o trade dress estão alinhados, há o aproveitamento da aliança jurídica que protege o registro no INPI, de acordo com a legislação vigente, tendo a marca em questão um traço competitivo. Assim, conclui-se que, embora não haja legislação específica sobre o trade dress, há jurisprudência que assegura a proteção desse elemento característico. Dessa forma, é possível decidir casos de demanda judicial entre marcas originais e fraudulentas. 2021-05-06T12:34:17Z 2021-05-06T12:34:17Z 2019-07-09 Dissertação SARAIVA, Tennessee Lucena. O registro de marca e trade dress como diferencial competitivo: o caso do restaurante Gabi Comida Moda Caseira. 2019. 101f. Dissertação (Mestrado em Propriedade Intelectual e Transferência de Tecnologia para a Inovação) - Programa de Pós-Graduação em Propriedade Intelectual e Transferência de Tecnologia para a Inovação, Universidade Federal de Roraima, Boa Vista, 2019. http://repositorio.ufrr.br:8080/jspui/handle/prefix/357 por Acesso Aberto Attribution-NonCommercial-ShareAlike 3.0 Brazil http://creativecommons.org/licenses/by-nc-sa/3.0/br/ Universidade Federal de Roraima Brasil PRPPG - Pró-reitoria de Pesquisa e Pós-Graduação PROFNIT - Programa de Pós-Graduação em Propriedade Intelectual e Transferência de Tecnologia para a Inovação UFRR |
| institution |
Repositório Institucional - Universidade Federa de Roraima - UFRR |
| collection |
DSpace |
| language |
por |
| topic |
Trade dress Marca registrada Proteção da marca Concorrência desleal Trademark Brand protection Unfair competition CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
| spellingShingle |
Trade dress Marca registrada Proteção da marca Concorrência desleal Trademark Brand protection Unfair competition CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO Saraiva, Tennessee Lucena O registro de marca e trade dress como diferencial competitivo : o caso do restaurante Gabi Comida Moda Caseira |
| topic_facet |
Trade dress Marca registrada Proteção da marca Concorrência desleal Trademark Brand protection Unfair competition CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
| description |
Any business segment is fully competitive, but not always loyal. This causes
companies to claim their rights for unfair competition. In order to preserve its
image before its customers and related consumers. The family-owned company Gabi restaurant fruit of this research applied for its trademark application before the National Institute of Industrial Property - INPI. Because you realize that there is a risk that your brand such as trade dress can be used by third parties without prior authorization, and can generate a series of negativeconsequences both economic and reliable. Bringing the issue of unfairness to the agenda, this dissertation aims to demonstrate that trademark complement with trade dress have important potential of distinctiveness that promotes difficulty to unfair competition through judicial issues. Giving the brand a unique layout demonstrates extraordinary characteristics that can point to product or service differences, making it unfair to plagiarize, but making it easier for consumers to make a decision when buying. The methodology performed in this study includes visits to the company Gabi restaurant, were also conducted qualitative research at exploratory level, consisting of literature reviews and understanding of the concepts of own brand identity covered by trade dress. For all that was researched about the potentialities of intellectual property in conjunction with the trade dress, are presented several concepts that make up the competitive differential by the company that adopts Industrial Property - PI, as a business advantage over the others, and when the owner of the original. is disrespected must seek justice as a means of defense. The results show that
when the trademark and trade dress are aligned, there is the use of the legal
alliance that protects the registration with the INPI, in accordance with current
legislation, having the trademark in question a competitive trait. Thus, it is
concluded that, although there is no specific legislation on trade dress, there are several jurisprudences that ensure the protection of this characteristic element in this way, being possible to decide cases of judicial claim between original and fraudulent trademarks. |
| author_additional |
Sandri, Eliseu Adilson |
| author_additionalStr |
Sandri, Eliseu Adilson |
| format |
Dissertação |
| author |
Saraiva, Tennessee Lucena |
| title |
O registro de marca e trade dress como diferencial competitivo : o caso do restaurante Gabi Comida Moda Caseira |
| title_short |
O registro de marca e trade dress como diferencial competitivo : o caso do restaurante Gabi Comida Moda Caseira |
| title_full |
O registro de marca e trade dress como diferencial competitivo : o caso do restaurante Gabi Comida Moda Caseira |
| title_fullStr |
O registro de marca e trade dress como diferencial competitivo : o caso do restaurante Gabi Comida Moda Caseira |
| title_full_unstemmed |
O registro de marca e trade dress como diferencial competitivo : o caso do restaurante Gabi Comida Moda Caseira |
| title_sort |
o registro de marca e trade dress como diferencial competitivo : o caso do restaurante gabi comida moda caseira |
| publisher |
Universidade Federal de Roraima |
| publishDate |
2021 |
| url |
http://repositorio.ufrr.br:8080/jspui/handle/prefix/357 |
| _version_ |
1787156596631011328 |
| score |
11.755432 |