{"id":4491,"date":"2025-01-30T23:38:24","date_gmt":"2025-01-30T23:38:24","guid":{"rendered":"https:\/\/mediumturquoise-squid-939497.hostingersite.com\/?p=4491"},"modified":"2025-05-28T06:30:24","modified_gmt":"2025-05-28T06:30:24","slug":"ils-ont-perdu-leur-marque-en-chine-3-exemples-a-ne-jamais-oublier","status":"publish","type":"post","link":"https:\/\/www.chinabrandoffice.com\/pt\/ils-ont-perdu-leur-marque-en-chine-3-exemples-a-ne-jamais-oublier\/","title":{"rendered":"Perderam a sua marca na China: 3 exemplos que nunca deve esquecer"},"content":{"rendered":"<p>Num sistema jur\u00eddico baseado na regra do \u201cprimeiro a registrar\u201d, a China n\u00e3o reconhece prioridade ao uso anterior. Resultado: muitas empresas estrangeiras \u2014 at\u00e9 mesmo marcas famosas \u2014 perderam o direito ao pr\u00f3prio nome. Veja 3 casos reais, documentados e com dados concretos. <\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">1. <strong>Castel Fr\u00e8res (Fran\u00e7a)<\/strong><\/h2>\n\n\n\n<p><strong><strong>Setor:<\/strong>  vinho \u2013 Bord\u00e9us<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Faits<\/strong> : Le groupe chinois Panati a d\u00e9pos\u00e9 d\u00e8s 2000 la marque \u5361\u65af\u7279 (\u201cKa Si Te\u201d, translitt\u00e9ration de &#8220;Castel&#8221;) en Chine.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Erro da Castel<\/strong>: a marca n\u00e3o foi registrada a tempo na China.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Processo<\/strong>: Panati processou a Castel por uso n\u00e3o autorizado da palavra \u5361\u65af\u7279.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Decis\u00e3o judicial (2013)<\/strong>: Castel perde.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Condena\u00e7\u00e3o<\/strong>: 33,73 milh\u00f5es de yuans (\u2248 4,2 M\u20ac) a pagar a Panati.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Consequ\u00eancia<\/strong>: Proibido usar \u5361\u65af\u7279. Castel precisa mudar de nome na China \u2192 \u201cKasidaile\u201d.<\/li>\n<\/ul>\n\n\n\n<p>\ud83d\udcce <em>Fonte: Les Echos, AFDIP<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">2. <strong>Herm\u00e8s (Fran\u00e7a)<\/strong><\/h2>\n\n\n\n<p><strong>Setor: luxo<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>Fatos<\/strong>: A empresa chinesa Dafeng Garment Co. registrou a marca \u7231\u739b\u4ed5 (\"\u00c0i M\u01ce Sh\u00ec\", pron\u00fancia semelhante a \"Herm\u00e8s\") em 1995.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Erro da Herm\u00e8s<\/strong>: nunca havia registrado seu nome em caracteres chineses.<\/li>\n\n\n\n<li><strong>Proc\u00e8s (2009\u20132012)<\/strong> : Herm\u00e8s tente de faire annuler la marque.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Senten\u00e7a<\/strong>: Herm\u00e8s perde. O tribunal decide que a Herm\u00e8s n\u00e3o conseguiu comprovar a sua notoriedade na China no momento do dep\u00f3sito.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Consequ\u00eancia<\/strong>: A Herm\u00e8s n\u00e3o pode utilizar esta vers\u00e3o chinesa da sua pr\u00f3pria marca.<\/li>\n<\/ul>\n\n\n\n<p>\ud83d\udcce <em>Source : China.org.cn<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">3. <strong>Michael Jordan (Nike, EUA)<\/strong><\/h2>\n\n\n\n<p><strong>Setor: esporte, vestu\u00e1rio \u2013 (Caso emblem\u00e1tico, mesma l\u00f3gica para marcas europeias)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\">Fatos: A empresa Qiaodan Sports Co. Ltd registrou o nome \u201cQIAODAN\u201d (\u4e54\u4e39, translitera\u00e7\u00e3o de Jordan) em 2000.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Erro<\/strong>: Nem Jordan nem Nike tinham protegido este nome em chin\u00eas.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Processo<\/strong>: Michael Jordan entrou com uma a\u00e7\u00e3o judicial em 2012.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Julgamento (2016)<\/strong>: Ele perde. A Suprema Corte chinesa confirma que a Qiaodan Sports mant\u00e9m os direitos em v\u00e1rias classes.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Consequ\u00eancia<\/strong>: A Nike perde o uso exclusivo da vers\u00e3o chinesa do nome \u201cJordan\u201d (\u4e54\u4e39) para v\u00e1rias categorias.<\/li>\n<\/ul>\n\n\n\n<p class=\"translation-block\">\ud83d\udcce <em>Fonte: OMPI, Reuters<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Moral<\/h2>\n\n\n\n<p class=\"translation-block\">Se n\u00e3o registrares a tua marca, algu\u00e9m o far\u00e1 antes de ti.<br>E essa pessoa vai ganhar.<br>N\u00e3o porque esteja certa, mas porque foi mais r\u00e1pida.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><em>\u2014 China Brand Office<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Dans un syst\u00e8me juridique fond\u00e9 sur la r\u00e8gle du &#8220;premier \u00e0 d\u00e9poser&#8221;, la Chine n\u2019accorde aucune priorit\u00e9 \u00e0 l\u2019usage ant\u00e9rieur. R\u00e9sultat : de nombreuses entreprises \u00e9trang\u00e8res (m\u00eame c\u00e9l\u00e8bres) se sont fait voler leur propre nom. Voici 3 cas r\u00e9els, document\u00e9s et chiffr\u00e9s. 1. Castel Fr\u00e8res (France) Secteur : vin \u2013 Bordeaux \ud83d\udcce Source : Les&#8230;<\/p>","protected":false},"author":1,"featured_media":4492,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[77],"tags":[54,52,55,53,51],"class_list":["post-4491","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-actualites-pi-chine","tag-cas-juridiques-chine","tag-depot-de-marque-en-chine","tag-entreprises-europeennes","tag-propriete-intellectuelle","tag-usurpation-de-marque","th-blog blog-single has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.chinabrandoffice.com\/pt\/wp-json\/wp\/v2\/posts\/4491","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.chinabrandoffice.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.chinabrandoffice.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.chinabrandoffice.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.chinabrandoffice.com\/pt\/wp-json\/wp\/v2\/comments?post=4491"}],"version-history":[{"count":1,"href":"https:\/\/www.chinabrandoffice.com\/pt\/wp-json\/wp\/v2\/posts\/4491\/revisions"}],"predecessor-version":[{"id":4493,"href":"https:\/\/www.chinabrandoffice.com\/pt\/wp-json\/wp\/v2\/posts\/4491\/revisions\/4493"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.chinabrandoffice.com\/pt\/wp-json\/wp\/v2\/media\/4492"}],"wp:attachment":[{"href":"https:\/\/www.chinabrandoffice.com\/pt\/wp-json\/wp\/v2\/media?parent=4491"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.chinabrandoffice.com\/pt\/wp-json\/wp\/v2\/categories?post=4491"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.chinabrandoffice.com\/pt\/wp-json\/wp\/v2\/tags?post=4491"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}