Brazil’s trademark office issued Ordinance No. 25/2025, introducing new legal and evidentiary parameters for well-known trademark recognition, including mandatory market research that meets specific methodological requirements and minimum recognition thresholds.

IW Melcheds has published a comprehensive guide on these regulatory changes—”Well-known Trademarks: Brazil’s New Recognition Standards”—prepared by our Intellectual Property team under the leadership of partner Talita Sabatini Garcia. The guide offers a clear, structured analysis of how these changes affect companies with nationally recognized trademarks.

The new regulation transforms the recognition process by establishing objective evidentiary and technical parameters. Market research must include at least 2,000 respondents from all five geographic regions of Brazil, maintain a 95% confidence level, and follow a mandatory question structure covering trademark awareness, association with products/services, and perception of quality, reputation, and prestige. The framework also defines minimum recognition thresholds, bringing greater predictability and uniformity to well-known trademark recognition proceedings.

These changes directly impact trademark protection strategy and intangible asset management. Rights holders can now assess their realistic prospects for obtaining well-known status in advance, enabling more informed investment decisions based on objective criteria.

Download the guide to explore the new requirements and their implications for trademark protection strategy in Brazil.