Made available in DSpace on 2016-04-26T20:19:42Z (GMT). No. of bitstreams: 1 Fernanda Fujita De Castro Mello.pdf: 1146002 bytes, checksum: 88fa883d776dafab92d2667add2dc245 (MD5) Previous issue date: 2010-11-08 / The present study aims at analyzing two empiric phenomena resulting from the notoriety of a mark: the attainment and the loss of trademark distinctiveness. Firstly, it aims to introduce the institute of the mark as a distinctive sign, demonstrating that the distinctiveness is a condition of validity for the grant thereof. After defining the institute, the attainment of notoriety by the mark is analyzed, being the object of the present study the notorious mark as the category, and the well-known mark and high-reputation mark as the types. The legal provision and the scope of protection of notorious marks are broached, as well as the main consequences of trademark notoriety. Having made this introduction, the present study discusses the phenomena of attainment and loss of trademark distinctiveness resulting from the notoriety thereof. The first of them is studied by the theory of secondary meaning, and its occurrence is analyzed in all systems of trademark attainment. Emphasis is given to the expressions originally non distinctive and which are susceptible of attainment of secondary meaning, being therefore susceptible to registration as a mark. Next, the phenomenon of loss of trademark distinctiveness resulting from its distinguishability is analyzed, the phenomenon known as trademark degeneration or trademark degeneracy. Since it deals with a slow process, and almost always irreversible, some indicator signs of trademark degeneration are studied, as well as customary forms used to avoid it. Finally, a few judicial and administrative decisions involving the referred to phenomena are analyzed, seeking to exemplify some forms found for proving and identifying the attainment of secondary meaning and trademark degeneration empirically, emphasizing the position of the Courts and the INPI (the Brazilian Patents and Trademarks Office) in relation to the matter / O presente trabalho visa analisar dois fenômenos empíricos decorrentes da notoriedade de marca: a aquisição e a perda de distintividade marcária. Primeiramente, busca-se introduzir o instituto da marca como signo distintivo, demonstrando ser a distintividade condição de validade para sua concessão. Após definir o instituto, a aquisição de notoriedade pela marca é analisada, sendo objeto do presente estudo a marca notória como gênero, e suas espécies marca notoriamente conhecida e marca de alto renome. A previsão legal e o âmbito de proteção das marcas notórias são abordados, assim como as principais conseqüências da notoriedade marcária. Feita esta introdução, o presente trabalho aborda os fenômenos de aquisição e perda de distintividade marcária decorrentes de sua notoriedade. O primeiro deles é estudado pela teoria do secondary meaning, ou teoria do significado secundário, e sua ocorrência é analisada em todos os sistemas de aquisição de marca. É dado destaque às expressões originalmente não distintivas e que são passíveis de aquisição de significado secundário, sendo, portanto, passíveis de registro como marca. A seguir, é analisado o fenômeno da perda de distintividade marcária decorrente de sua distintividade, fenômeno conhecido como degeneração ou degenerescência marcária. Por se tratar de processo lento, e quase sempre irreversível, são estudados alguns sinais indicadores da degeneração marcária, e formas costumeiramente utilizadas para evitá-la. Por fim, algumas decisões judiciais e administrativas envolvendo referidos fenômenos são analisadas, buscando-se exemplificar algumas das formas encontradas para se provar e identificar a aquisição de secondary meaning e a degeneração marcária empiricamente, destacando-se a posição dos Tribunais e do INPI quanto ao tema

The thesis investigates the concept of trademark dilution under international and regional trademark law, and under the laws of selected jurisdictions; namely, the United States of America, Germany, the United Kingdom and the Republic of South Africa. The investigation includes measures undertaken to prohibit the internet-based dilution of famous marks through the registration of confusingly similar domain names. It is noted that dilution is imprecisely formulated under international trademark treaty law. In fact, the term "dilution" does not appear in international trademark treaties. To fill the gap of international trademark treaties, various policy initiatives, or `soft law' have been developed, which to some extent clarify both the concept of dilution, the type of mark protected from dilution, and the scope of such protection. The problem is that the policy initiatives are non-binding on States, so that different States have adopted different common law and statutory approaches to the protection of marks against dilution. This is demonstrated, for example, by the fact that the European Union and its Member States provide protection from dilution to "marks with a reputation", while the United States of America provides such protection only to "famous" marks, and the Republic of South Africa protects "marks which are well-known in the Republic" from dilution. The thesis analyses the protection granted in these jurisdictions, to determine the similarities and differences of approach, and to make appropriate law reform proposals to achieve uniformity of protection. In the final analysis, it is concluded that the burden of enforcing dilution provisions rest on the judiciary. This being so, the judiciary is urged to engage in a balancing exercise in deciding dilution cases. The courts should recognize that dilution provisions are powerful tools at the disposal of owners of trademarks with advertising value. At the same time, the courts should be steadfast in ensuring that protection from dilution does not stultify freedom of trade, or create absolute monopolies or a form of copyright in a trademark. / Jurisprudence / LL.D.

The thesis investigates the concept of trademark dilution under international and regional trademark law, and under the laws of selected jurisdictions; namely, the United States of America, Germany, the United Kingdom and the Republic of South Africa. The investigation includes measures undertaken to prohibit the internet-based dilution of famous marks through the registration of confusingly similar domain names. It is noted that dilution is imprecisely formulated under international trademark treaty law. In fact, the term "dilution" does not appear in international trademark treaties. To fill the gap of international trademark treaties, various policy initiatives, or `soft law' have been developed, which to some extent clarify both the concept of dilution, the type of mark protected from dilution, and the scope of such protection. The problem is that the policy initiatives are non-binding on States, so that different States have adopted different common law and statutory approaches to the protection of marks against dilution. This is demonstrated, for example, by the fact that the European Union and its Member States provide protection from dilution to "marks with a reputation", while the United States of America provides such protection only to "famous" marks, and the Republic of South Africa protects "marks which are well-known in the Republic" from dilution. The thesis analyses the protection granted in these jurisdictions, to determine the similarities and differences of approach, and to make appropriate law reform proposals to achieve uniformity of protection. In the final analysis, it is concluded that the burden of enforcing dilution provisions rest on the judiciary. This being so, the judiciary is urged to engage in a balancing exercise in deciding dilution cases. The courts should recognize that dilution provisions are powerful tools at the disposal of owners of trademarks with advertising value. At the same time, the courts should be steadfast in ensuring that protection from dilution does not stultify freedom of trade, or create absolute monopolies or a form of copyright in a trademark. / Jurisprudence / LL.D.