Trademark registration becomes mandatory on platforms: what changes?

Trademark registration is one of the main steps when it comes to digital trademark protection. After all, it guarantees your exclusivity over the use of the name, logo or any other distinctive sign related to your business throughout the national territory.

Proof of the importance of this registration is the continuous increase in brands seeking this certification year after year: in 2024 alone, there were almost 4.2 million new companies, a record according to Sebrae.

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Even so, on platforms and e-commerce, trademark registration was often underestimated by some companies. That's because not all of them implement this protection strategically. However, that scenario is changing.

Keep following up with Branddi and discover what has changed on the major online platforms!

Official stores and trademark registration

Being gradually implemented since July 2024, the new measure, valid for large platforms such as Mercado Livre and Amazon, impacted thousands of small and medium-sized entrepreneurs.

This is because trademark registration is now indispensable for merchants who operate through these sites with the verification seal of Official Stores. That is, for those users who want to increase their credibility, visibility and authenticity in the eyes of consumers.

With the new requirement, shopkeepers who wish to obtain or keep the Official Store seal must prove the ownership of the brand with the National Institute of Industrial Property (INPI).

But how can this be done?

How to register a trademark in four steps?

As we have seen, trademark registration it is a fundamental procedure not only to guarantee the exclusivity and protection of your business in the market, but also to certify the authenticity of your services and products.

It is done at the National Institute of Industrial Property (INPI) and involves some steps that must be followed carefully to avoid problems in the process. They are:

Availability Search

Before submitting the application, it is essential to verify that the trademark you wish to adopt has not already been registered by another company. This can be done directly on the INPI website by searching for brands.

Choose the brand category

The INPI classifies brands according to their nature and their area of activity. That's why you classify your brand as nominative, figurative, mixed, or three-dimensional.

Opening of the application at the INPI

With the search carried out and the category chosen, you must access the e-Marcas system on the INPI website and complete the registration application. This process includes the payment of a federal fee, the amount of which varies depending on the type of company (MEI, ME, EPP, or large company).

Monitoring the process

After filing the request, the INPI performs the last step: the analysis of the request. This process can take from 6 months to 2 years, depending on the complexity of the case and the existence of possible oppositions from other companies.

Just registering your trademark is not enough

Although it's an essential step in defining your authority over your business, trademark registration alone is not enough to protect your company in the digital universe.

That's because scammers, unfair competitors, and violators they may still try to use their visual identity, name, or even products to deceive consumers and unduly benefit from their reputation built over the years.

And that's where Branddi comes in, offering specialized solutions in Shielding marketing to protect your business in an integrated way with any e-commerce platform. Get in touch and learn more about our work!