Advertising Slogan Registration

What is a Slogan?

A slogan, also known as an advertising tagline, is an expression designed to promote a registered trademark. 

Although it is not specifically defined by law, its purpose is to accompany and promote the trademark, highlighting its values and advantages in a memorable way.

Why Register your Slogan?

Registering your advertising slogan is crucial to protect your advertising messages. 

By doing so, you ensure that only you can use that specific slogan in relation to your brand, preventing others from using it and benefiting from your creativity and effort.

Requirements for the Registration of an Advertising Slogan

To register an advertising slogan, you must meet certain specific requirements:

• Prior Registration of the Brand: The advertising slogan must be linked to a previously registered brand. It is not possible to register a slogan without having an associated brand already registered.

• Denominative Representation: The slogan must be purely denominative, without graphic elements. This means it must be composed only of words.

• Operational Coverage: The advertising slogan must be within the operating field of the main brand and cannot be broader than it.

An indispensable requirement, if you do not want to receive a formal observation from INAPI, is that the brand must precede the advertising slogan, example:

Characteristics for the Registration of an Advertising Slogan

• Accessory Nature: The advertising slogan is dependent on the main brand. If the main brand expires or is annulled, the advertising slogan will also lose its validity.

• Transfer: It is not possible to assign or transfer an advertising slogan separately; it must be transferred together with the main brand.

• Territoriality: The territorial coverage of the advertising slogan follows the same as the main brand.

Process for the Registration of an Advertising Slogan

1. Filing: The application for registration of an advertising slogan must be filed through the INAPI website, indicating the requested denomination and the base registration to which it is attached.

2. Formal Examination: An examination will be conducted to verify that the application meets all formal requirements, including the validity of the main brand and the match in ownership.

3. Substantive Examination: This examination evaluates whether the advertising slogan complies with applicable regulations and does not infringe third-party rights.

Below I will detail each of the parts:

Advertising Slogan Registration Presentation

To register your advertising slogan, you must follow some specific steps:

Presentar la Solicitud por internet: Deberás completar un formulario especial destinado para este tipo de registro. En este formulario, deberás indicar la denominación solicitada (la frase de propaganda) que debe incluir tu marca registrada y su campo operativo (la cobertura de productos o servicios).

Base Registration Indication: It is essential that you indicate the registration number of the main (house mark) trademark to which your advertising slogan will be attached.

Revisión Periódica por INAPI: El Instituto Nacional de Propiedad Industrial (INAPI) revisa periódicamente el estado de las frases de propaganda en relación con las marcas principales a las que están vinculadas. Si la marca principal caduca o no se renueva, INAPI cancelará de oficio el registro de la frase de propaganda asociada.

Proceso de Renovación de la House Mark: Si la marca principal está en proceso de renovación, se deberá esperar a obtener el nuevo número de registro antes de decidir sobre la aceptación o el rechazo de la solicitud de la frase de propaganda.

Formal Examination

The formal examination for the registration of an advertising slogan is similar to that of a word mark. Here we detail the key aspects that are evaluated:

1. Validity: The advertising slogan must be attached to a valid registered trademark, whether for a product, service, or commercial or industrial establishment.

2. Ownership: Ownership of the main registration and of the advertising slogan must coincide. This means that the owner of the main trademark must also be the owner of the advertising slogan.

3. Wording: The wording of the main trademark must be incorporated identically in the advertising slogan.

4. Scope of Operations: The scope of operations of the advertising slogan must always be included within the scope of operations of the main registration. It may be identical or a part of it, but it can never be broader.

Substantive Examination

The substantive examination of an advertising slogan evaluates whether it complies with all applicable regulations and does not infringe third-party rights. Here are some particularities to consider:

1. Distinctiveness: By incorporating a previously registered trademark, it benefits from its distinctiveness. For example:

   1. «Minuto verde, el Choclo de Chile»

   2. «Aurus, la joyería de Chile»

   3. «Bancoestado, líder en innovación financiera»

However, if the advertising slogan is merely descriptive, it may be observed and subsequently rejected. Examples of rejected phrases include:

1. «Boston College ‘Chile Bilingüe’»

2. «AFP Modelo, la menor comisión»

3. «AFP Modelo, la comisión más baja»

2. Extensión de la Frase: Una frase de propaganda demasiado larga puede ser observada y/o rechazada, ya que su longitud podría impedir su capacidad de servir como un signo distintivo publicitario. Cada caso se analiza individualmente.

3. Similitudes con Otras Frases: Si dos frases de propaganda, aunque adscritas a marcas diferentes, presentan semejanzas determinantes, podrían ser objeto de observaciones de fondo y/o rechazo. Por ejemplo:

• The phrase «Lan, eso que nos une» was rejected for being similar to a prior trademark with the same advertising slogan.

• In contrast, the phrase «Si es de Maver es mejor» versus «Si es Tanax es mejor» was accepted by the Supreme Court due to sufficient graphic and phonetic differences between both.

To better illustrate these concepts, here are some creative examples:

Formulario de Solicitud: Imagina que tienes una marca de helados llamada «Frosty». Tu frase de propaganda podría ser «Frosty, el sabor del verano». En el formulario, indicarías «Frosty» como la marca registrada y «el sabor del verano» como la frase de propaganda.

Indicación del Registro Base: Supongamos que la marca «Frosty» tiene el registro número 123456. Deberás incluir este número en el formulario para que la frase de propaganda quede correctamente asociada.

Revisión Periódica por INAPI: Si «Frosty» no renueva su registro, INAPI cancelará automáticamente la frase de propaganda «el sabor del verano». Esto asegura que todas las frases de propaganda estén siempre vinculadas a marcas activas.

Proceso de Renovación de la House Mark: Si «Frosty» está en proceso de renovación y obtiene un nuevo número de registro, deberás esperar a este nuevo número para continuar con el registro de la frase de propaganda.

Filing and Renewal fees and prices for Advertising Slogan Registration

• Registration Fee: The fee to register an advertising slogan is 3 UTM. As when you intend to register a trademark, you must pay 1 UTM when filing the application. 

Then the publication in the official gazette must be paid, and once the Advertising Slogan Registration is granted, the amount corresponding to 2 UTM must be paid to INAPI.

• Renewal Fee: Renewal costs 6 UTM. If the main trademark is not renewed, the advertising slogan also expires.

To see the UTM value, you can consult the Servicio de Impuestos Internos page.

Benefits of Registering Your Advertising Slogan

Registering your advertising slogan offers you multiple benefits:

• Legal Protection: Prevents others from using your advertising slogan.

• Distinctiveness: Ensures that your advertising message is associated only with your brand.

• Brand Value: Strengthens your brand's identity and value in the market.

How Can We Help You?

At Iberocapital, we offer you a complete advertising slogan registration service. 

Our team of experts will guide you through each step of the process, ensuring that your advertising slogan is protected and resonates with your audience.