Certification mark and collective mark: a case study of the collective mark “Vinhos do Brasil”

Abstract

On one hand, the increasingly demanding consumers require differentiated products and services with good quality; on the other hand, businessmen come together in associations, invest and develop such products and services, which are to be identified by their distinctive collective signs. The purpose of this study is to present alternatives to protect the distinctive collective signs, including collective and certification marks. In order to illustrate and clarify in a practical way the requirements, procedure, advantages and disadvantages as well as the effectiveness of the institution of collective and certification mark, the practical case of the mark "Vinhos do Brasil" is analyzed. Therefore, the method used was the qualitative research, with exploratory objective through the technical procedure of bibliographic research. The result shows that the protection of the collective sign, through the institute of the mark, whether collective or certification, gives credibility to the product and service as well as allows the holder to add value to them.