Well-Known Trademarks: When Prestige Transcends Categories

In an increasingly competitive market, building a strong brand is a clear differentiator. But some brands go even further: they achieve such a remarkable level of recognition that they are legally protected across all segments. These are known as well-known trademarks.

In Brazil, the title of “well-known trademark” is granted by the INPI (National Institute of Industrial Property) to brands that have notoriety, prestige, and widespread recognition by the public — regardless of the product or service class in which they operate.

And what does this mean in practice?

It means that a brand with this status receives special protection in every business sector. In other words, no other company, even if operating in a completely different field, can register a similar name — under penalty of diluting the original brand’s value or confusing consumers.

This protection is powerful, but it is not automatic: it is necessary to present extensive evidence of reputation, market presence, advertising investment, public recognition, and other relevant proof.

A brand goes far beyond a logo or visual identity: it is perceived value, consumer connection, and trust built over time. For branding, marketing, legal, and strategic management professionals, understanding this concept is essential to protecting and enhancing intangible assets.

Classic examples of brands holding this title include Coca-Cola, Apple, Samsung, and Nike — but this recognition is within reach of any brand capable of building a solid and widely recognized reputation.