Importance of Trademarks in Patent Protection

Natura's case

Abstract

Worldwide, advantages and disadvantages of the implementation of currents trademark and patent systems are well known, both in their social and economic aspects. Trademarks and patents are Industrial Property (IP) assets and are used strategically in various types of markets, in order to optimize the appropriation of profits and recover the investments made. The strategy of combining these assets is well known and widespread in certain technological areas. In this sense, the present study seeks to identify the main strategies adopted by the Brazilian company Natura Cosméticos S.A., regarding the protection of trademarks and patents, observing their interrelations. In this work is applied a methodology that analyses the evolution of trademark and patent filings over the last four decades, aligned to information of investments made in the same period of time by the company. As a main result, was verified an increase in the IP protection levels over the last decades up to the present, as well as an increase in investment in innovation. Hence, it can be inferred that the use of association strategies between trademarks and patents, not only helps investment in innovation, but are also essential to ensure Natura company stands out in its segment.

Keywords: Intellectual Property. Innovation. Investments. Trademarks. Patents.