Check-ups are done when everything seems fine. The same goes for a brand abroad. AI-generated illustration.
Imagine finding out that, in a city you have never visited, someone is introducing himself with your name. He opens accounts, makes promises, sometimes keeps them and sometimes does not. The people he meets do not know it is not you: what they think of him, they think of you.
In private life we would call it identity theft. On the market the same thing happens with far less attention. In Brazil today a European brand can be sold on the large online marketplaces by sellers in the United States or China, at prices and with descriptions chosen by others, and its owner in Europe cannot see it.
The full article explains why a trademark is trust that the brain remembers, how this happens in Brazil, what Brazilian law says, why the logic of preventive medicine applies to brands too, and why public funds in the EU, Italy, France and Spain treat trademark protection abroad as an investment rather than a cost.