FREE-RIDING EFFECT ON CONSUMER BRANDING RELATIONSHIPS DURING THE COVID-19 PANDEMIC:

EVIDENCE FROM TRADEMARK REGISTRATIONS IN BRAZIL

Resumo

The pandemic caused by the coronavirus, which is commonly referred to by the acronym COVID-19, has brought profound economic and social effects throughout the world. Despite the deep and widespread impact of the COVID-19 pandemic on the Brazilian society in terms of public health and economic activities, the word “covid” soon began to infiltrate the popular imaginarium. In this way, this study attempted to identify patterns related to trademark registrations associated with high-profile events, such as the COVID-19 pandemic, at the Brazilian Institute of Industrial Property (INPI). We provide evidence that the COVID-19 pandemic motivated several Brazilian entrepreneurs to take a free-ride on such dramatic event to brand their new products and services.

Keywords: trademarks; intellectual property; free-riding; covid-19