Slogans play a crucial role in branding, serving as memorable and important expressions of a company’s identity. In Brazil, slogans are eligible for trademark registration, but their acceptance has historically been limited by strict requirements for distinctiveness and functionality. With the Brazilian Patent and Trademark Office (BPTO) recently updating its interpretation of the law, the landscape for protecting slogans is evolving, offering new opportunities for brand owners.
标语在品牌建设中发挥着至关重要的作用，是公司身份被记住的重要表达形式。在巴西，标语有资格申请商标注册，但由于对显著性和功能性的严格要求，其接受度历来受到限制。随着巴西专利和商标局（BPTO）最近更新了法律解释，保护标语的法律环境正在发生变化，为品牌所有人提供了新的机会。
Understanding the New Draft Guidelines
理解新草案指导意见
In October 2024, the BPTO released a draft update to its trademark examination manual addressing the treatment of slogans, specifically the interpretation of Article 124, VII, of Brazil’s Industrial Property Law. This provision excludes from registration marks that serve exclusively as advertising expressions. However, the draft guidelines clarify that a slogan can qualify for trademark protection if it fulfills both the distinctive and advertising (or promotional) functions, provided it is not solely promotional or descriptive.
2024年10月，BPTO发布了商标审查手册的草案更新，针对标语的处理进行了说明，特别是对巴西《工业产权法》第124条第七款的解释。该条款排除了仅作为广告表达的商标的注册。然而，草案指导意见明确指出，只要标语同时具备显著性和广告（或促销）功能，并且不仅仅是促销性或描述性的，它就可以获得商标保护。
These draft guidelines were incorporated into the BPTO’s full examination manual on November 27, 2024, when the new rules officially came into effect. While significant changes to the draft are not anticipated, the BPTO has noted that it will keep stakeholders updated should any adjustments be made before implementation.
这些草案指导意见已于2024年11月27日正式纳入BPTO的完整审查手册，新规则正式生效。尽管预计草案不会发生重大变化，BPTO已表示，在实施之前若对草案进行任何调整，将会及时向利益相关者提供更新信息。
The BPTO’s revised approach introduces a two-pronged test for determining registrability:
BPTO修订后的方法引入了两重标准来判断注册资格：
1. Advertising Function: The slogan may highlight product qualities, recommend services, or convey a company’s mission or values. However, this alone does not disqualify the slogan from protection.
广告功能：标语可以突出产品特性、推荐服务，或传达公司使命或价值观。然而，仅凭这一点并不意味着标语不能获得保护。
2. Distinctive Function: To be registrable, the slogan must also act as a source identifier, distinguishing the goods or services of the applicant from those of competitors.
显著性功能：为了能够注册，标语还必须能标识来源，能够区分申请人商品或服务与竞争对手的商品或服务。
This nuanced interpretation acknowledges that a slogan can serve multiple roles simultaneously — both as a brand identifier and as a promotional tool — provided it demonstrates originality and distinctiveness.
这一细化的解释认可了标语可以同时发挥多重功能——既作为品牌识别符号，又作为促销工具，只要它能展示原创性和显著性。
Examples from the Draft Guidelines
草案指导意见中的示例
The draft manual provides examples of slogans that meet or fail to meet the distinctiveness threshold. Below are translations of examples included in the BPTO’s guidelines for illustrative purposes:
草案手册提供了符合或不符合显著性要求的标语示例。以下是BPTO指导意见中包含的示例的中文翻译，供参考：
Approved:
获准注册的标语：
“Bretas, always the best service” (translated from “Bretas, sempre o melhor atendimento”): While promoting the brand, the phrase is broad enough to serve as a distinctive mark for education services.“Bretas， always the best service”
“Bretas，始终提供最好的服务”（原文：“Bretas, sempre o melhor atendimento”）：尽管该标语是为了推广品牌，但它足够广泛，能够作为教育服务的显著性商标使用。
“Starting from zero” (translated from “Saindo do zero”): The slogan, used for investment consultancy services, is distinctive due to its structure and dual meaning.
“从零开始”（原文：“Saindo do zero”）：该标语用于投资咨询服务，由于其结构和双重含义，具有显著性。
Rejected:
不予注册的标语：
“Unmissable sale!” (translated from “Liquidação imperdível!”): A purely descriptive and promotional phrase that lacks originality.
“不可错过的促销！”（原文：“Liquidação imperdível!”）：一个纯粹描述性且具促销性质的短语，缺乏原创性。
“The best shoes in Brazil” (translated from “O melhor sapato do Brasil”): A laudatory phrase with no distinctiveness.
“巴西最好的鞋子”（原文：“O melhor sapato do Brasil”）：一个赞扬性的短语，缺乏显著性
The Challenges of Assessing Originality
评估原创性的挑战
These examples illustrate the BPTO’s focus on originality and the ability of the slogan to transcend generic or promotional messaging. However, this emphasis on originality introduces a significant challenge: the absence of clear, objective standards for assessing whether a slogan is “original” or “creative enough.” This leaves much of the evaluation to the individual examiner, resulting in a case-by-case assessment that is inherently subjective.
这些示例突显了BPTO对原创性和标语能否超越通用或促销性信息的重视。然而，这种对原创性的强调也带来了一个重大挑战：缺乏明确和客观的标准来评估一个标语是否“原创”或“足够有创意”。这使得评估过程很大程度上依赖于个别审查员的判断，导致评估往往是个案处理的，具有内在的主观性。
This subjectivity poses risks for applicants, as different examiners may apply varying thresholds for what qualifies as original or distinctive. A slogan deemed sufficiently creative by one examiner might be rejected by another, creating uncertainty in the application process. Without clearer criteria, brand owners face potential inconsistencies, which could complicate their efforts to secure trademark protection for slogans.
这种主观性对申请人构成风险，因为不同审查员可能会采用不同的标准来判断什么是原创或具有显著性的。一个被某个审查员认为足够有创意的标语，可能会被另一个审查员拒绝，从而导致申请过程中的不确定性。如果没有更明确的标准，品牌所有者可能面临潜在的不一致性，这可能会使他们为标语争取商标保护的努力变得复杂。
Implications for Brand Owners
对品牌所有者的影响
The draft guidelines open doors for greater recognition of slogans as valuable trademarks in Brazil. However, brand owners must navigate these rules carefully. To increase the likelihood of registration:
草案指导意见为标语作为有价值的商标在巴西的认定打开了大门。然而，品牌所有者须谨慎应对这些规则。为了提高注册的可能性：
Craft Original Slogans: Ensure that the phrase is unique and capable of functioning as a brand identifier, not just an advertisement.
创作原创标语：确保标语独特且能够作为品牌识别符号，而不仅仅是广告。
Demonstrate Distinctiveness: Collect evidence of consumer recognition and originality, particularly for slogans that might be considered descriptive.
证明显著性：收集消费者认知和原创性的证据，尤其是对于那些可能被认为是描述性标语的情况。
Combine Elements Strategically: A mix of distinctive and promotional elements can strengthen the case for registrability.
战略性地组合元素：将显著性元素与促销元素相结合，可以增强标语注册的理由。
A Step Forward for Slogan Protection
标语保护的一步之遥
The BPTO’s draft approach reflects a more balanced understanding of the dual roles slogans play in branding. By allowing for the registration of slogans that combine distinctive and promotional functions, the new guidelines provide greater flexibility for businesses to protect their intellectual property. However, the process remains rigorous, emphasizing the importance of originality and the ability to stand out in the marketplace.
BPTO的草案方法反映了对标语在品牌建设中双重作用的更平衡理解。通过允许那些兼具显著性和促销功能的标语注册，新指导意见为企业保护其知识产权提供了更大灵活性。然而，整个过程仍然严格，强调原创性和在市场上脱颖而出的能力。
As Brazilian courts have historically taken a more flexible approach to slogan protection, these administrative changes further align the BPTO with judicial interpretations, reducing the need for litigation. This evolution in Brazilian trademark law not only benefits brand owners but also strengthens the country’s reputation as an IP-friendly jurisdiction.
鉴于巴西法院在历史上对标语保护采取了更为灵活的态度，这些行政性变化进一步使BPTO与司法解释趋同，减少了诉讼的需求。这一巴西商标法的发展不仅惠及品牌所有者，还增强了该国作为知识产权友好管辖区的声誉。