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Los vínculos que existen entre productos, servicios y empresas con sus clientes, usuarios y mercado en general que van más allá de la marca, hacen innegable la importancia de esta figura, que definiremos como: “la pluralidad y conjunto de elementos, no funcionales ni genéricos, que permiten generar en el consumidor una percepción en cuanto a calidad, servicio, emociones, valores, atmósferas y sensaciones; que pueden incluir colores, texturas, tamaños, formas, diseño, disposición, gráficos, tipografía, leyendas, uniformes, decoración, mobiliario, arquitectura, iluminación, servicio y procesos entre otros; y que en su combinación distinguen productos, servicios, establecimientos y empresas de otras, representando una ventaja competitiva en virtud de la identificación generada frente a sus clientes.”
Desde 1992, en Estados Unidos, el caso Two Pesos, Inc. v. Taco Cabana, Inc. crea un importante precedente, pero no es sino hasta el año 2006 que se contempla parcialmente en nuestra legislación, en el artículo 213 fr. XXVI de la Ley de la Propiedad Industrial, que establece como infracción “Usar la combinación de signos distintivos, elementos operativos y de imagen, que permitan identificar productos o servicios iguales o similares en grado de confusión a otros protegidos por esta Ley y que por su uso causen o induzcan al público a confusión, error o engaño, por hacer creer o suponer la existencia de una relación entre el titular de los derechos protegidos y el usuario no autorizado.”
En pro de fomentar una cultura empresarial que proteja y respete nuestros derechos, debemos diseñar una estrategia completa que considere una protección conjunta en materia de propiedad industrial, derechos de autor y secretos industriales, incrementando así el valor de nuestra organización y nuestro patrimonio.
*Enrique U. Alcázar Córdova
Director General
Alcázar & Compañía
Tel. DF: (55) 5264 0888
enrique@alcazar.com.mx
www.alcazar.com.mx
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