The Protection of Trademarks in the Phytotherapy Segment

Abstract

Herbal medicines are remedies reproduced from plant parts or plants considered medicinal and which can be represented by brands, through an intangible asset. The objective of this work was to identify the registration of brands associated with herbal products, aiming to assess whether companies use the brand protection strategy to validate their products. The methodology used was based on the identification of the Nice Classification for herbal medicines, the survey of trademarks and registered companies, as well as the search for information on the open internet on the marketing of the identified brands. As a result, it was identified that only five companies had their brands in force, but only one company used the herbal product brand. Therefore, one can demonstrate the low demand for the use of intangible assets with regard to the sale of herbal products.