{"id":34812,"date":"2021-02-14T09:38:00","date_gmt":"2021-02-14T09:38:00","guid":{"rendered":"https:\/\/www.afterthoughtip.com\/?p=34812"},"modified":"2021-05-10T01:00:31","modified_gmt":"2021-05-10T01:00:31","slug":"cuan-fuerte-es-tu-marca","status":"publish","type":"post","link":"https:\/\/www.afterthoughtip.com\/es\/cuan-fuerte-es-tu-marca\/","title":{"rendered":"\u00bfCu\u00e1n fuerte es tu marca?"},"content":{"rendered":"\n

\u00bfCu\u00e1n fuerte es tu marca?<\/h2>\n\n\n\n

\u00bfCu\u00e1n fuerte es tu marca?\u00a0 Para determinar la fuerza de la marca<\/a> hay que tomar en consideraci\u00f3n varios factores.<\/p>\n\n\n\n

En primer lugar, debemos considerar si se puede registrar<\/a> y proteger legalmente.\u00a0 Si se puede, entonces tenemos una marca fuerte.<\/p>\n\n\n\n

Para crear una marca fuerte, se tienen que tomar en consideraci\u00f3n varias cosas al momento de seleccionar y dise\u00f1arla.<\/p>\n\n\n\n

Tipos de marcas<\/h2>\n\n\n\n

La jurisprudencia estatal y federal ha establecido cuatro tipos de marcas.\u00a0 Seg\u00fan el tipo de marca, ser\u00e1 la fuerza que tenga.\u00a0\u00a0 Los cuatro tipos de marcas son:<\/p>\n\n\n\n

  1. Arbitrarias<\/li>
  2. Sugestivas<\/li>
  3. Descriptivas<\/li>
  4. Gen\u00e9ricas<\/li><\/ol>\n\n\n\n

    <\/p>\n\n\n\n

    Podemos visualizar esto como una bater\u00eda.\u00a0 Mientras m\u00e1s gen\u00e9rica la marca, m\u00e1s d\u00e9bil su fuerza.\u00a0 Mientras m\u00e1s arbitraria, m\u00e1s fuerte.\u00a0 Recientemente esto fue validado una vez m\u00e1s por el Tribunal Supremo de Puerto Rico en la opini\u00f3n que emiti\u00f3 en Bedrosian Heres v. Nestl\u00e9 Purina Petcare, 2020 TSPR 158<\/a>.<\/p>\n\n\n\n

    Marcas arbitrarias<\/h3>\n\n\n\n

    Las marcas arbitrarias son marcas creativas e imaginativas.\u00a0 A veces son palabras inventadas.\u00a0 Como regla general, la palabra no guarda relaci\u00f3n con el producto o servicio.\u00a0 Al tener un alto nivel de creatividad, es distintiva y su valor marcario es alto.<\/p>\n\n\n\n

    Algunos ejemplos de esto son (i) XEROX para fotocopiadoras, (ii) GAP para ropa, (iii) APPLE para computadoras, y (iv) KODAK para c\u00e1maras.\u00a0 La palabra no guarda relaci\u00f3n ni sugiere una relaci\u00f3n con el producto o servicio.\u00a0 Obliga al consumidor a crear la relaci\u00f3n en su mente.\u00a0 Esto es lo que la hace tan poderosa.<\/p>\n\n\n\n

    Marcas sugestivas<\/h3>\n\n\n\n

    Las marcas sugestivas son marcas que sugieren una relaci\u00f3n.\u00a0 Nos llevan a usar la imaginaci\u00f3n y hacer una relaci\u00f3n con alguna caracter\u00edstica que se quiere reslatar o sugerir.<\/p>\n\n\n\n

    El ejemplo cl\u00e1sico de una marca sugestiva es COPPERTONE, para bloqueador solar.\u00a0 A trav\u00e9s de la sugesti\u00f3n, gu\u00eda al consumidor hacia una asociaci\u00f3n o inferencia sobre el producto.\u00a0<\/p>\n\n\n\n

    Las marcas arbitrarias y sugestivas son marcas fuertes y siempre podr\u00e1n ser registradas.<\/p>\n\n\n\n

    Marcas descriptivas<\/h3>\n\n\n\n

    Las marcas descriptivas, describen alguna caracter\u00edstica del producto o servicio.\u00a0 Por lo que no se considera fuerte como la arbitraria o sugestiva.\u00a0<\/p>\n\n\n\n

    Un ejemplo de una marca descriptiva es CREAMY WHIP para crema batida o whip cream<\/em>.\u00a0 La marca describe al producto o sus caracter\u00edsticas.<\/p>\n\n\n\n

    Una marca descriptiva no podr\u00e1 ser acu\u00f1ada por una persona como marca a menos que se demuestre que la marca adquiri\u00f3 un significado secundario en el mercado o comercio.\u00a0 El significado secundario no se adquiere de un d\u00eda para otro.\u00a0 Se adquiere con el tiempo.\u00a0 Para demostrar que una marca adquiri\u00f3 significado secundario es importante analizar la percepci\u00f3n del consumidor sobre la marca.<\/p>\n\n\n\n

    Marcas gen\u00e9ricas<\/h3>\n\n\n\n

    Las marcas gen\u00e9ricas no se pueden registrar, es dificil protegerlas legalmente y no son fuertes.\u00a0 Las marcas gen\u00e9ricas identifican un g\u00e9nero o clase a la que pertenece el producto o servicio.\u00a0 En otras palabras, es un t\u00e9rmino gen\u00e9rico en la industria que se pretende utilizar como marca.\u00a0 Esta palabra identifica el producto y no el proveedor del producto.<\/p>\n\n\n\n

    Por ejemplo, el uso de APPLE como marca para la venta de manzanas no es registrable porque es un t\u00e9rmino gen\u00e9rico.\u00a0 La marca identifica el g\u00e9nero del producto y por lo tanto no se puede registrar.\u00a0 Ahora, APPLE para la venta de computadoras es totalmente arbitrario, porque no hay relaci\u00f3n alguna entre la palabra APPLE y el producto.<\/p>\n\n\n\n

    Fuerza de la marca<\/h2>\n\n\n\n

    \u00bfCu\u00e1n fuerte es tu marca? Para que tu marca sea fuerte se tiene que poder proteger legalmente.\u00a0 Las marcas arbitrarias y sugestivas se pueden proteger.\u00a0 Las descriptivas, tienen que cumplir con ciertos requisitos antes de poder ser protegibles legalmente.\u00a0 Y las gen\u00e9ricas nunca se podr\u00e1n proteger.<\/p>\n\n\n\n

    Al momento de seleccionar tu marca, recuerda que mientras m\u00e1s imaginativa y creativa sea, m\u00e1s fuerza tendr\u00e1.<\/p>\n\n\n\n

    Por:\u00a0Patricia Ram\u00edrez Gelp\u00ed, J.D., LL.M.<\/a><\/p>\n<\/body>","protected":false},"excerpt":{"rendered":"

    \u00bfCu\u00e1n fuerte es tu marca? \u00bfCu\u00e1n fuerte es tu marca?\u00a0 Para determinar la fuerza de la marca hay que tomar […]<\/p>\n","protected":false},"author":1,"featured_media":34810,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[100,7],"tags":[194,187,201,202,199,77,198],"class_list":["post-34812","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-education","category-entertainment","tag-derecho-marcario","tag-marca","tag-marca-descriptiva","tag-marca-generica","tag-marca-sugestiva","tag-propiedad-intelectual","tag-tipos-de-marcas"],"yoast_head":"\n\u00bfCu\u00e1n fuerte es tu marca? - Afterthought Solutions<\/title>\n<meta name=\"description\" content=\"\u00bfCu\u00e1n fuerte es tu marca? 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