News

The São Paulo State Court of Justice (TJSP) has ruled in favor of Puma in a case involving unfair competition and trademark infringement, strengthening legal protection for well-known trademarks in Brazil.

The dispute began when Puma filed a lawsuit against Kezo, a local apparel manufacturer, for using a feline logo similar to Puma’s globally recognized trademark. The German company argued that such use created a likelihood of confusion and unfair association with its well-established identity.

At first instance, Kezo was ordered to refrain from using the feline logo in isolation, being allowed to use only the mixed mark that includes the name “Kezo.” The court also awarded moral damages of BRL 5,000. Both parties appealed.

On appeal, Justice Sérgio Seiji Shimura, the reporting judge, found that Kezo had indeed used the figurative element separately, constituting unfair competition, particularly considering Puma’s high-repute status.

“The isolated use of distinctive elements from mixed marks, especially when they resemble well-known trademarks, constitutes unfair competition, with presumed moral and material damages,” noted the judge.

The appellate panel upheld the violation of trademark rights, increased the damages to BRL 20,000, and maintained the prohibition against Kezo’s use of the disputed logo.

This ruling reinforces the strong legal protection granted to well-known trademarks in Brazil under Article 125 of the Industrial Property Law (LPI), which prohibits third-party use of such marks in any commercial field, even outside direct competition.

Between October 21 and 24, representatives of the Brazilian Patent and Trademark Office (BPTO) participated in an official mission to the European Union Intellectual Property Office (EUIPO) in Alicante, Spain, to discuss new areas of technical and institutional cooperation in intellectual property.

The visit followed Brazil’s filing of the instrument of accession to the Budapest Treaty, held at the World Intellectual Property Organization (WIPO) headquarters in Geneva on October 20 (a milestone that underscores the country’s ongoing alignment with international IP standards).

Led by BPTO President Júlio César Moreira, Director of Administration Alexandre Lopes Lourenço, and International Relations Coordinator Leopoldo Coutinho, the delegation engaged in a series of meetings focused on best practices in IP governance and innovation promotion.

The mission included a visit to the Geographical Indication (GI) Turrón de Jijona, where discussions centered on regional product protection and GI management models.

At EUIPO headquarters, the teams held a meeting with Executive Director João Negrão and explored topics such as:

• Promotion of the IP system;
• Sustainability and green trademarks;
• Mediation and dispute resolution;
• Organizational and financial models based on IP;
• Artificial intelligence applications in examination processes;
• Capacity-building and quality standards.

The agenda also included discussions on the AL-Invest Verde DPI Program, an initiative developed in Latin America and supported by EUIPO and BPTO to foster innovation and competitiveness through IP use. Its upcoming phase, AL Invest Next, aims to strengthen cooperation between Europe and Latin America further.

This mission reinforces BPTO’s commitment to international integration, knowledge exchange, and the adoption of global best practices, essential for building a more efficient and innovation-driven IP environment in Brazil.

Established in 1977 by the World Intellectual Property Organization (WIPO), the Budapest Treaty standardizes the recognition of biological material deposits for patent purposes. This measure addresses one of the main challenges faced by inventors and researchers in biotechnology: ensuring reproducibility and disclosure requirements across multiple jurisdictions.
Reducing Technical Barriers and Administrative Costs

By recognizing deposits made with International Depositary Authorities (IDAs), the treaty allows inventors to rely on a single biological deposit, which is valid in all member countries.

For Brazil, this represents a major simplification. Reducing bureaucracy, lowering operational costs, and enhancing access to international patent protection.

Expanding Opportunities for Research Institutions

The accession also opens the door for Brazilian institutions to be accredited as IDAs, such as Cenargen/Embrapa and Fiocruz. This creates new opportunities for research centers and universities to offer deposit services to national and foreign inventors, contributing to Brazil’s scientific internationalization and bioeconomy development.

Legal and Strategic Impact

From a legal standpoint, the Budapest Treaty strengthens the security and global enforceability of Brazilian patents.

It also enhances investor confidence and aligns Brazil with international best practices, consolidating the country’s position as an emerging hub for innovation in biotechnology and intellectual property.

Brazil’s accession to the Budapest Treaty represents a juridical, scientific, and economic milestone, simplifying patent processes, expanding global cooperation, and fostering a more competitive biotechnological ecosystem.

Follow the Tavares IP Blog to explore how Brazil’s evolving patent framework is shaping innovation in biotechnology, pharmaceuticals, and beyond.

Brazil and India have signed a strategic cooperation agreement to enhance technological and scientific collaboration in vaccine production. Signed by Health Minister Alexandre Padilha during an official mission to New Delhi, the initiative establishes a partnership between Fiocruz and Biological E Limited, focusing on research, technology transfer, and the joint development of vaccines.

The agreement reinforces both countries’ commitment to advancing biotechnology cooperation and strengthening Brazil’s technological sovereignty in the vaccine sector.

Joint development and technology transfer

The partnership lays the groundwork for collaborative scientific research and co-development of viral and bacterial vaccines through Fiocruz’s Bio-Manguinhos unit. Priority projects include the 24-valent pneumococcal vaccine, currently under evaluation, and the technology transfer of the 14-valent pneumococcal vaccine (VPC14) — enabling domestic production and supply to Brazil’s public health system (SUS).

This cooperation is expected to reduce external dependency and expand Brazil’s capacity to produce high-technology vaccines.
Scientific collaboration and intellectual property

The agreement also foresees technical and scientific cooperation, data sharing, and support for innovation in immunobiologicals. It seeks to foster a collaborative environment that encourages intellectual property generation, promoting joint R&D projects and patent development arising from shared research.

Biological E Limited will contribute its expertise in vaccine research and manufacturing, while Fiocruz will provide its production infrastructure, research network, and integration with Brazil’s regulatory agencies.

A strategic step for Brazilian biotechnology

This partnership represents a significant step toward Brazil’s technological autonomy, positioning Fiocruz as a key hub for biomedical innovation. The initiative also reinforces cooperation within the Global South, driving knowledge exchange and sustainable development.

On October 20, Brazil officially filed its instrument of accession to the Budapest Treaty on the International Recognition of the Deposit of Microorganisms for Patent Procedure, at the World Intellectual Property Organization (WIPO) headquarters in Geneva, Switzerland.

With the participation of the Brazilian Patent and Trademark Office (BPTO), Brazil becomes the 92nd member state to join the treaty, marking an important step toward modernizing its patent system and advancing biotechnology innovation.

Lower costs and greater efficiency for biotech patent filings

By joining the treaty, Brazil may now nominate local institutions as International Depositary Authorities (IDAs), allowing for national storage and recognition of biological materials used in patent applications.

This development is expected to reduce costs and logistical challenges faced by Brazilian researchers and inventors, while providing greater legal certainty and streamlined procedures for biotechnology-related patents.

Aligning IP policy with sustainability and innovation goals

The accession aligns with Brazil’s public policies for innovation and biodiversity protection, particularly as the country prepares to host COP-30.

It also reinforces Brazil’s commitment to sustainable technological development and international IP harmonization, positioning the nation as a key player in biotechnology and genetic resource management.

South-South cooperation and international partnerships

In the same event, WIPO and Brazil (through BPTO and the Ministry of Foreign Affairs) announced the creation of a cooperation fund with Latin American and African countries.

The fund, valued at R$1.5 million over four years, will support capacity-building projects and joint initiatives in innovation and IP management, consolidating Brazil’s leadership in South-South collaboration.

Implications for IP professionals

For IP practitioners and biotech companies, Brazil’s adherence to the Budapest Treaty offers new strategic advantages:

• simplified compliance with international patent standards,
• reduced dependency on foreign depositaries, and
• expanded opportunities for local R&D partnerships.

It marks a turning point for biotechnology patenting in Brazil, enhancing the country’s global competitiveness in the field.

Learn how Brazil’s accession to the Budapest Treaty may impact biotech patent filings.

→ Contact Tavares IP for tailored guidance on local requirements and opportunities.

Jovi, a smartphone brand developed exclusively for the Brazilian market by Vivo Mobile Communication Co., has reached a significant milestone this week by opening its 1,500th retail outlet at the Casas Bahia Megastore on Marginal Tietê in São Paulo.

The milestone, achieved just four months after its debut in Brazil, highlights Jovi’s fast-paced national expansion, driven by local manufacturing, premium customer service, and strategic retail partnerships.

Local Production and Nationwide Footprint

Jovi operates a manufacturing facility in Manaus (AM) with an annual production capacity of 100,000 smartphones, reinforcing its commitment to local industry development.

The company also maintains offices in seven Brazilian capitals — São Paulo, Florianópolis, Rio de Janeiro, Brasília, Fortaleza, Manaus, and Recife — and is currently opening a new unit in Porto Alegre to strengthen its presence in southern Brazil.

Retail and Digital Growth

Jovi’s retail expansion strategy includes partnerships with major national and regional chains, such as Bemol in the Amazon region.

In the digital space, Jovi already operates official stores on Shopee and Mercado Livre, underscoring its omnichannel approach and commitment to seamless customer experience.

Innovation and After-Sales Service as a Competitive Edge

Beyond retail growth, Jovi stands out for offering a unique after-sales model in Brazil, focusing on quick technical support and premium customer care.

This approach positions the brand as a benchmark for accessible, reliable technology and reflects a broader trend of Chinese companies localizing operations to strengthen their competitiveness in Latin America.

Between 2025 and 2026, Brazil will welcome one of the largest waves of new Chinese car brands in its history. Denza, Leapmotor, Changan, MG Motor, Jetour, Polestar, and Lynk & Co have announced plans to enter the country, focusing on electric, hybrid, and connected vehicles with a premium positioning.

This movement reflects China’s long-term strategy to consolidate its global leadership in electric mobility and automotive innovation.

Electric Performance and Premium Design Drive the Expansion

Leading the initiative, Denza, BYD’s luxury division, will debut with the B5 SUV and Z9 GT sedan, emphasizing performance and sophistication.

Leapmotor, now in a joint venture with Stellantis (Fiat, Jeep, Peugeot), will introduce the C10 and B10, available in electric or plug-in hybrid versions — a fusion of Chinese innovation with global infrastructure.

Changan, one of China’s oldest automakers, will enter the market through a partnership with Caoa, targeting the SUV segment with models Uni-T and CS75.

MG Motor, under SAIC Motor, returns to Brazil after a decade, this time with a fully electric lineup. At the same time, Jetour, part of the Chery Group, plans to compete in the luxury SUV segment with hybrid plug-in models.

High-End Innovation and Connectivity for 2026

In 2026, two key entries are expected: Polestar, Geely’s high-performance electric brand (which also owns Volvo and Zeekr), and Lynk & Co, focused on connected vehicles and digital-first ownership models.

Brazil’s Role in the Future of Electric Mobility

With a growing market and increasing interest in sustainable technologies, Brazil is emerging as a strategic destination for China’s automotive expansion.

Experts suggest this movement could strengthen local industry capabilities, attract direct investment, and position Brazil as a regional hub for electric mobility and innovation.

The Brazilian Patent and Trademark Office (BPTO) took part in the International Forum on Promoting the Use of Intellectual Property for the Sustainable Development Goals (SDGs), held on October 4 during Expo Osaka 2025 in Japan.

The event gathered leaders from major international institutions, including the Japan Patent Office (JPO), the World Intellectual Property Organization (WIPO), and the European Patent Office (EPO), alongside representatives from the IP offices of Canada, Chile, China, South Korea, the Philippines, France, and Laos.

BPTO was represented by Alexandre Dantas, Director of Patents, Computer Programs, and Topographies of Integrated Circuits.

Intellectual Property as a Driver for the SDGs

Discussions focused on how intellectual property can catalyze sustainable solutions and climate action.

The forum showcased initiatives under WIPO Green, a project accelerating the adoption of green technologies worldwide, in which BPTO has participated since 2019. The Green Technologies Book – Expo Osaka Special Edition was also launched during the event, presenting key innovations supporting environmental sustainability.

Recognition and Inclusion in Global Innovation

The event featured the presentation of the JPO–WIPO Expo 2025 Award, recognizing companies that use intellectual property to build sustainable societies.

In addition, a panel discussion addressed the role of women and young innovators in promoting diversity and inclusion across global innovation ecosystems.

Brazil’s Role in International IP Cooperation

BPTO’s participation reinforces Brazil’s commitment to the global sustainability agenda and its efforts to leverage intellectual property as a tool for technological and environmental progress.

These initiatives highlight Brazil’s position as a strategic partner in green innovation and sustainable development.

The Brazilian Patent and Trademark Office (BPTO) took part in the 5th Brazil–Sweden Innovation Week, held last week, marking ten years of cooperation between the two countries in promoting sustainable innovation.

Organized by the Brazilian Embassy in Sweden, the event is part of the Diplomacy for Innovation initiative, which brings together institutions from both countries to exchange experiences and foster technological partnerships.

Using Patent Data to Drive Sustainable Innovation

During the panel “Decarbonization and circular economy: a new frontier for cooperation in innovation?”, Irene von der Weid, Head of the Division of Industrial Property and Innovation Studies at BPTO, presented “Using patent data to foster sustainable innovation.”

The presentation explored how patent information can support sustainable innovation policies, guide investment decisions, and enhance public policy design for green technologies.

Brazilian Initiatives in Green Technologies and International Cooperation

BPTO’s initiatives showcased at the event included the Green Technologies Observatory, technology radar reports on sustainable innovation, and the fast-track program for green patents.

The event also featured bilateral meetings on Aeronautics, Bioeconomy, Smart Cities, and Sustainable Mining, where BPTO presented studies on AI applications in aviation and Sustainable Aviation Fuels (SAF).

Brazil as a Global Partner for Innovation

By participating in the event, BPTO reinforces Brazil’s commitment to advancing international collaboration and supporting the development of sustainable technologies — strengthening the country’s role as a strategic partner in global innovation.