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Proteção jurídica do trade dress no Brasil e em Portugal
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Este trabalho procura abordar a proteção do trade dress no Brasil e em Portugal enquanto ativo empresarial de elevada importância. Este trabalho foca nas suas funções, sua definição, importância, requisitos de validade, proteção jurídica pelos institutos já previstos ou integrativos, sua tutela processual e numa avaliação de como os Tribunais vêm conferindo efetividade à proteção deste ativo. No Brasil, diferente de Portugal, a proteção ao trade dress é regida pelas normas de repressão à concorrência desleal, à princípio, já que não há previsão expressa de proteção deste objeto na lei. Essa abordagem permite a garantia do direito de exclusividade apenas em caso de violação e não protege diretamente o bem, mas a relação concorrencial. Já em Portugal, o trade dress é protegido tanto por registro de marca quanto por desenhos industriais, cujas regras se associam às regras de vedação à prática de concorrência desleal. A ausência de proteção específica impede a determinação do escopo e dos critérios de verificação de um trade dress, que podem ser complexos e, eventualmente, precisar de um conjunto probatório mais substancial, o que nem sempre é observado. Por isso, este trabalho tenta contribuir com a melhor compreensão deste objeto e da sua proteção pelo Direito em ambos os ordenamentos, para que as partes e seus advogados possam enfrentar seu enforcement mais preparados.
This work seeks to understand the protection of trade dress in Brazil and Portugal as an intangible asset. This work focuses on its functions, definition, importance, validity requirements, legal protection by existing or integrative institutes, its enforcement, and an analysis about how the Courts have been giving effectiveness to the protection of this intangible asset. In Brazil, unlike Portugal, the protection of trade dress is governed by the rules of unfair competition at first, since it seems there is no express provision for the protection of this object in the law. This approach allows the guarantee of exclusivity rights only in infringement situations and does not directly protect the asset, but the competitive relationship between two or more private parties. In Portugal, trade dress is protected by both trademark registration rules and design rules, which are associated with the unfair competition practices. The absence of specific protection prevents the determination of the scope and verification criteria of a trade dress. That can be complex and may eventually require a more substantial body of evidence, which is not always observed by clients or lawyers. Therefore, this work attempts to contribute to the better understanding of this IP asset and its protection by law in both legal systems, so that the parties and their lawyers can face a better enforcement.
This work seeks to understand the protection of trade dress in Brazil and Portugal as an intangible asset. This work focuses on its functions, definition, importance, validity requirements, legal protection by existing or integrative institutes, its enforcement, and an analysis about how the Courts have been giving effectiveness to the protection of this intangible asset. In Brazil, unlike Portugal, the protection of trade dress is governed by the rules of unfair competition at first, since it seems there is no express provision for the protection of this object in the law. This approach allows the guarantee of exclusivity rights only in infringement situations and does not directly protect the asset, but the competitive relationship between two or more private parties. In Portugal, trade dress is protected by both trademark registration rules and design rules, which are associated with the unfair competition practices. The absence of specific protection prevents the determination of the scope and verification criteria of a trade dress. That can be complex and may eventually require a more substantial body of evidence, which is not always observed by clients or lawyers. Therefore, this work attempts to contribute to the better understanding of this IP asset and its protection by law in both legal systems, so that the parties and their lawyers can face a better enforcement.
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Direito de marcas Marca comercial Protecção jurídica Concorrência desleal Design Teses de mestrado - 2025 Trade mark law Trade mark Legal protection Unfair competition Design