is a Partner with Daniel Law. She has more than a decade of experience as an employee at the Brazilian National Institute of Industrial Property (INPI-Br), where she worked in the Presidency and in the International Relations Division. Furthermore, she has a Masters Degree in the field from the Economics Institute (IE) of the Federal University of Rio de Janeiro (UFRJ) and a post-graduate degree in Intellectual Property Law from PUC-Rio and has several published papers on intellectual property.
Branding goes beyond thinking about a catchy name and color scheme to compose the trademark that will represent the company’s products or services. Today, more than ever, it is imperative to consider the values that the brand communicates because consumers and even commercial partners seek to associate with companies with shared values. Poor branding decisions can be costly in terms of reputation, reduced profits and forfeited commercial partnerships.