BOGOTA – The Superintendence of Industry and Commerce (SIC) , Colombia’s trademark authority, prolonged the notorious brand status-marca notoria granted to Juan Valdez in 2007. As a result of the new SIC’s declaration the brand will maintain the special status it enjoys in the Colombian market.
Notorious brands are widely recognized by consumers and count with a special protection against those who imitate them in different kinds of products and/or services.
The new SIC declaration was pronounced after the Colombian Coffee Growers Federation (FNC) filed a complaint concerning a third party trademark application that intended to imitate the Juan Valdez® trademark. After evaluating the FNC’s arguments, the SIC’s Distinctive Signs Director extended the brand’s notorious status through Resolution No. 49475 of August 23 2013.
“Not only is Juan Valdez known nationally and excellently positioned, but it counts with trajectory, prestige, and good reputation. It has a high distinctive capacity…It is a valuable intangible to its owner who exploits, promotes, and projects it constantly.
Therefore, it is subject to protection as a notorious brand,” stated SIC’s Distinct Signs Director.
The FNC strives to defend the intangible assets collectively owned by Colombian producers, and developed with the National Coffee Fund’s resources, from the dilution or exploitation of its reputation by individuals.
In order to do so, the FNC maintains permanent surveillance over trademark applications or uses in the domestic and international markets that may be considered a violation or improper exploitation of the reputation of the origin of Colombian coffee or its associated trademarks.
Source: Colombian Coffee Growers Federation
