descriptive mark
[dɪˈskrɪptɪv mɑːrk]
nounpl: descriptive marks
marca descritiva
1. A trademark or trade name that directly describes the characteristics, quality, function, or geographical origin of goods or services, which may face challenges in obtaining trademark protection due to its descriptive nature
The term 'soft' in 'Soft Soaps' is considered a descriptive mark because it directly describes the product's texture.
O termo 'macio' em 'Sabonetes Macios' é considerado uma marca descritiva porque descreve diretamente a textura do produto.
2. In intellectual property law, a mark that merely describes the goods, services, or their characteristics rather than serving as a distinctive identifier
Trademark offices often reject descriptive marks unless they have acquired secondary meaning through long-term use.
Os órgãos de marcas frequentemente rejeitam marcas descritivas, a menos que tenham adquirido significado secundário através do uso prolongado.
In Brazilian intellectual property law, descriptive marks present significant challenges for trademark registration. The INPI (National Institute of Industrial Property) strictly evaluates descriptive marks, requiring evidence of secondary meaning or acquired distinctiveness before granting protection. This reflects international trademark harmonization standards and the principle that descriptive terms should remain available for use by all competitors.
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