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Trademark registration becomes mandatory on platforms: what changes?

branddi · Published on February 18, 2025 · Updated on April 10, 2026

Brand registration is one of the main steps when we talk about digital trademark protection. After all, it guarantees your exclusivity over the use of the name, logo or any other distinctive sign related to your business throughout the national territory.

Proof of the importance of this registration is the continuous increase in brands seeking this certification year after year: in 2024 alone there were almost 4.2 million new companies, a record according to Sebrae.

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Still, on platforms and e-commerce sites, brand registration was something that was often underestimated by some companies. This is because not all of them implement this protection strategically. However, this scenario is changing.

Continue following with Branddi and discover what has changed on large online platforms!

Official stores and brand registration

Being gradually implemented since July 2024, the new measure, valid for large platforms such as Mercado Livre and Amazon, has impacted thousands of small and medium-sized entrepreneurs. This is because brand registration is now essential for merchants who operate through these websites with the Official Stores verification seal. In other words, for those users who want to increase their credibility, visibility and authenticity in the eyes of consumers.

With the new requirement, retailers who wish to obtain or maintain the Official Store seal need to prove ownership of the brand with the National Institute of Industrial Property (INPI).

But how can this be done?

How to register a brand in four steps?

As we have seen, brand registration is a fundamental procedure not only to guarantee the exclusivity and protection of your business in the market, but also to certify the authenticity of your services and products.

It is carried out at the National Institute of Industrial Property (INPI) and involves some steps that must be followed carefully to avoid problems in the process. They are:

Availability research

Before placing an order, it is essential to check that the brand you wish to adopt has not already been registered by another company. This can be done directly on the INPI website by searching for brands.

Choice of brand category

INPI classifies brands according to their nature and area of ​​activity. Therefore, it is at this point that you classify your trademark as nominative, figurative, mixed or three-dimensional.

Opening the application at INPI

With the research done and the category chosen, you must access the e-Marcas system on the INPI website and fill out the registration application. This process includes the payment of a federal fee, the value of which varies depending on the type of company (MEI, ME, EPP or large company).

Process monitoring

After filing the request, the INPI carries out the last step: analyzing the request. This process can take from 6 months to 2 years, depending on the complexity of the case and the existence of possible opposition from other companies.

Just registering your brand is not enough

Although it is an essential step to define your authority over your business, trademark registration alone is not enough to protect your company in the digital universe.

This is because scammers, unfair competitors and violators may still try to use your visual identity, name or even products to deceive consumers and unduly benefit from your reputation built over the years.

And that's where Branddi comes in, offering specialized solutions in shielding marketing to protect your business in an integrated way on any e-commerce platform. Get in touch and understand more about our work!

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