Submitted by Jorge Silva (jorgelmsilva@ufrrj.br) on 2017-04-20T19:38:17Z No. of bitstreams: 1 2010 - Elizabeth Andrade Pereira Lima.doc: 2479104 bytes, checksum: fd41b7866056d97daf022b4eafceed83 (MD5) / Made available in DSpace on 2017-04-20T19:38:17Z (GMT). No. of bitstreams: 1 2010 - Elizabeth Andrade Pereira Lima.doc: 2479104 bytes, checksum: fd41b7866056d97daf022b4eafceed83 (MD5) Previous issue date: 2010-04-29 / The study aims to examine the legal aspects and market effects involved in the granting of well known marks held by the National Institute of Industrial Property. A famous mark is one that has a fame, a prestige, a high knowledge in the market, associated with good reputation and an attractive force among the general public. Since the famous marks are strong brands and great value, they were developed through effective marketing strategies and branding. Since these marks are recognized and have a attraction power for the consumer, they are exposed to certain risks. Thus the legal protection provided to famous marks aims to save these signs from others that want to take advantage. This research was conducted through a case study, where each unit examined was related to a process associated a trademarks which requested this title. The study investigates the interrelationship between the disciplines of marketing and law in relation to famous marks protection. Based on the considerations of this research we observed the monopoly given to the signal it receives the mark and the concern that the legal norms of granting must have a most way restrictive of protection. Moreover, it was possible to dismember the marketing aspects provided by the companies, through the evidences inserted in processes of brands and check out some marketing elements used in common by the marks that received protection. The study noted the fact that although the famous marks be analyzed based on aspects of marketing, the approach is specifically geared for a view legal. The aspects of marketing that could be exploited by the brand that received the status of famous marks are not used by the companies directly and not perceived by the market and consumers. About the research, we believe that the mark of famous mark is conferred by the National Institute of Industrial Property, built by the companies and validated by the consumer / O estudo visa analisar os aspectos legais e mercadol?gicos envolvidos na concess?o de marcas de alto renome (AR) realizada pelo Instituto Nacional de Propriedade Industrial (INPI). Uma marca de AR ? aquela que det?m uma fama, um prest?gio, um alto conhecimento no mercado, associados ? boa reputa??o e a uma for?a atrativa junto ao p?blico em geral. Uma vez que as marcas de AR s?o marcas fortes e de grande valor, elas foram desenvolvidas atrav?s de eficientes estrat?gias de marketing e branding. E por serem marcas reconhecidas e possu?rem um poder de atra??o grande diante do consumidor, elas est?o expostas a certos riscos. Assim, a prote??o jur?dica conferida ?s marcas de AR visa resguardar estes sinais do aproveitamento de terceiros. Esta pesquisa foi realizada atrav?s de um estudo de caso, onde cada unidade examinada correspondeu a um processo relativo a marcas que solicitaram este t?tulo. O trabalho procurou analisar a inter-rela??o entre as disciplinas de marketing e de direito no que diz respeito ? prote??o de marcas de AR. Diante das considera??es sobre esta pesquisa observou-se o monop?lio concedido ao sinal que recebe o AR e a preocupa??o em que as normas legais atuem de forma mais restritiva na concess?o da prote??o. Al?m disso, foi poss?vel desmembrar os aspectos mercadol?gicos apresentados pelas empresas, atrav?s das provas inseridas nos processos de AR, e verificar alguns elementos de marketing utilizados em comum pelas marcas que receberam a prote??o. O estudo observou o fato de que, apesar da marca de AR ser analisada com base em aspectos mercadol?gicos, a abordagem ? mais especificamente voltada para um olhar jur?dico. Os aspectos de marketing que poderiam ser explorados pela marca que recebeu o status de AR n?o s?o utilizados pelas empresas de forma direta e nem percebidos pelo mercado e pelos consumidores. Diante desta pesquisa, acreditamos que a marca de AR ? conferida pelo INPI, constru?da pelas empresas e validada pelo consumidor.