Juan Valdez – A Well Known Brand

Superintendence of Industry and Commerce declares JUAN VALDEZ®, as a NOTORIOUS trademark in Colombia.
– Notorious trademarks are those that are widely recognized by consumers and enjoy special protection against those who imitate them in different types of products and services.

– JUAN VALDEZ® had already been declared by the SIC as a notorious trademark in 2007 and in the new trademark opposition process, the Superintendency ratified its position of conferring a higher legal status to the JUAN VALDEZ® trademark.

– JUAN VALDEZ® has also been declared a notorious trademark in the European Union, Spain and Costa Rica.

Bogota, September 2, 2013 (FNC Press) – The Superintendence of Industry and Commerce (SIC), the highest trademark authority in Colombia, declared JUAN VALDEZ® a notorious trademark, conferring and extending the special status that this trademark has in the Colombian market.

Notorious trademarks are those that are widely recognized by consumers and enjoy special protection against those who imitate them in different types of products and/or services.

Through Resolution No. 49475 of August 23, 2013, the Director of Distinctive Signs of the Superintendence of Industry and Commerce extended the notoriety of the trademark JUAN VALDEZ®, thus accepting the arguments expressed by the National Federation of Coffee Growers of Colombia against the opposition of a registration that sought to imitate the trademark owned by the National Coffee Fund.

“The sign JUAN VALDEZ is nationally known, excellently positioned, of trajectory, prestige and good reputation. It is a trademark with a very high distinctive capacity (…). It is a precious intangible for its owner, who exploits, promotes, protects and projects it constantly, and therefore susceptible of protection as a notorious trademark” concluded the Director of Distinctive Signs of the Superintendence of Industry and Commerce when assessing the evidence submitted by the National Federation of Coffee Growers.

As part of its mandate to defend the intangible assets of collective property of the Colombian producers developed with resources of the National Coffee Fund to avoid their dilution or the exploitation of their reputation by individuals, the Federation maintains a permanent vigilance in the domestic and international market regarding trademark applications or uses that could be considered an infringement or an undue exploitation of the origin of Colombian coffee or of the trademarks associated with Colombian coffee.

JUAN VALDEZ® had already been declared by the SIC as a notorious trademark in 2007 and in the new trademark opposition process, the Superintendency ratified its position of conferring a superior legal status to the JUAN VALDEZ® trademark.

Article published by the National Federation of Coffee Growers of Colombia.

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