{"id":14734,"date":"2025-06-26T18:12:52","date_gmt":"2025-06-26T23:12:52","guid":{"rendered":"https:\/\/nexo.legal\/?p=14734"},"modified":"2025-07-15T17:18:34","modified_gmt":"2025-07-15T22:18:34","slug":"generic-brand-colombia","status":"publish","type":"post","link":"https:\/\/nexo.legal\/es\/generic-brand-colombia\/","title":{"rendered":"\u00bfPor qu\u00e9 no puedes registrar una marca gen\u00e9rica como \u201cCaf\u00e9 Medell\u00edn\u201d?"},"content":{"rendered":"\t\t
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Many entrepreneurs are surprised when they try to register a brand and the response is:<\/span>
<\/span>\u201cYour application was denied due to lack of distinctiveness.\u201d<\/b><\/p>

But what does that actually mean?<\/span><\/p>

In this article, we\u2019ll explain <\/span>why names like \u201cCaf\u00e9 Medell\u00edn\u201d can\u2019t be registered as trademarks<\/b>, what kinds of names are legally prohibited in Colombia, and\u2014most importantly\u2014<\/span>what types of names <\/b>can<\/i><\/b> help you protect and grow your business<\/b>.<\/span><\/p>

What is distinctiveness in your brand\u2014and why does it matter?<\/b><\/h2>

Before we dive into what you can or can\u2019t register, it\u2019s essential to understand the concept of <\/span>distinctiveness<\/b>.<\/span><\/p>

Distinctiveness is what allows a brand to <\/span>identify your business in the market<\/b> and distinguish it from others.<\/span><\/p>

If a consumer can\u2019t associate the brand with a specific company, then the brand isn\u2019t fulfilling its basic function\u2026 and the <\/span>Superintendence of Industry and Commerce (SIC)<\/b> in Colombia will reject the application.<\/span><\/p>

Why can\u2019t you register a name like \u201cCaf\u00e9 Medell\u00edn\u201d?<\/b><\/h2>

Although it might sound like a great name, \u201cCaf\u00e9 Medell\u00edn\u201d is a textbook example of a brand that is <\/span>both generic and descriptive<\/b>.<\/span><\/p>

  • \u201cCaf\u00e9\u201d<\/b> is the product itself.<\/span><\/li>
  • \u201cMedell\u00edn\u201d<\/b> refers to the place of origin.<\/span><\/li><\/ul>

    There\u2019s nothing in that name that makes it unique or sets your business apart from others also selling coffee in Medell\u00edn.<\/span><\/p>

    That\u2019s why it fails the distinctiveness test: it\u2019s not original, not creative, and <\/span>doesn\u2019t clearly indicate a single business source.<\/b><\/p>

    \"brand<\/p>

    What types of trademarks <\/b>cannot<\/i><\/b> be registered in Colombia?<\/b><\/h2>

    According to <\/span>Andean Decision 486 of 2000<\/b>, the following types of names are not eligible for trademark registration:<\/span><\/p>

    \ud83d\udeab Generic Terms<\/b><\/h4>

    What are they?<\/b> Words that directly name the product or service itself, without any identity.<\/span>
    <\/span>Examples:<\/b><\/p>

    • \u201cBread\u201d for a bakery<\/span><\/li>
    • \u201cWater\u201d for beverages<\/span><\/li>
    • \u201cComputer\u201d for electronics<\/span><\/li><\/ul>

      \ud83d\udc49 If the name <\/span>is<\/span><\/i> the product, it can\u2019t be a trademark.<\/span><\/p>

      \ud83d\udeab Descriptive Terms<\/b><\/h4>

      What are they?<\/b> Names that describe characteristics, qualities, or benefits of the product or service.<\/span>
      <\/span>Examples:<\/b><\/p>

      • \u201cDelicious\u201d for food<\/span><\/li>
      • \u201cAffordable\u201d for shops<\/span><\/li>
      • \u201cFast\u201d for delivery services<\/span><\/li><\/ul>

        \ud83d\udc49 They may sound appealing, but they\u2019re too common to be protected.<\/span><\/p>

        \ud83d\udeab Common Use Terms<\/b><\/h4>

        What are they?<\/b> Words that have become widely used and no longer identify a single company.<\/span>
        <\/span>Examples:<\/b><\/p>

        • \u201cSuper\u201d for supermarkets<\/span><\/li>
        • \u201cExpress\u201d for delivery services<\/span><\/li>
        • \u201cLight\u201d for low-calorie products<\/span><\/li><\/ul>

          \ud83d\udc49 They no longer serve as business identifiers.<\/span><\/p>

          \ud83d\udeab Functional or Necessary Elements<\/b><\/h4>

          What are they?<\/b> Shapes, colors, or design elements that are standard or necessary for the product.<\/span>
          <\/span>Examples:<\/b><\/p>

          • Cylindrical shape of a water bottle<\/span><\/li>
          • Brown color for chocolate<\/span><\/li>
          • Rectangular box for cereal<\/span><\/li><\/ul>

            \ud83d\udc49 These can\u2019t be registered because they\u2019re essential or commonly used.<\/span><\/p>

            What types of trademarks <\/b>can<\/i><\/b> be registered?<\/b><\/p>

            Now that you know what to avoid, here\u2019s what <\/span>does<\/span><\/i> work when building a strong, protectable brand in Colombia:<\/span><\/p>

            \u2705 Fantasy or Invented Words<\/b><\/h4>

            What are they?<\/b> Terms created from scratch, with no prior meaning.<\/span>
            <\/span>Examples:<\/b><\/p>

            • Kodak (photography)<\/span><\/li>
            • Totto (backpacks)<\/span><\/li>
            • Bimbo (food products)<\/span><\/li><\/ul>

              \ud83d\udc49 They\u2019re unique and memorable\u2014no one else can use them first.<\/span><\/p>

              \u2705 Arbitrary Words<\/b><\/h4>

              What are they?<\/b> Real words, but unrelated to the product or service.<\/span>
              <\/span>Examples:<\/b><\/p>

              • Apple (for technology)<\/span><\/li>
              • Jaguar (for cars)<\/span><\/li>
              • Orange (for telecom services)<\/span><\/li><\/ul>

                \ud83d\udc49 They work because they\u2019re unexpected and not descriptive.<\/span><\/p>

                \u2705 Unique Combinations of Letters or Numbers<\/b><\/h4>

                What are they?<\/b> Letter-number blends that don\u2019t describe the product.<\/span>
                <\/span>Examples:<\/b><\/p>

                • 3M<\/span><\/li>
                • AXN<\/span><\/li>
                • D1<\/span><\/li><\/ul>

                  \ud83d\udc49 They offer a distinct identity and strong brand recognition.<\/span><\/p>

                  \u2705 Original Logos and Symbols<\/b><\/h4>

                  What are they?<\/b> Visual designs that don\u2019t directly describe the product.<\/span>
                  <\/span>Examples:<\/b><\/p>

                  • The Nike swoosh<\/span><\/li>
                  • Apple\u2019s bitten apple<\/span><\/li>
                  • Coca-Cola\u2019s polar bear<\/span><\/li><\/ul>

                    \ud83d\udc49 A distinctive visual can be just as powerful as a name.<\/span><\/p>

                    Final Tip: Don\u2019t bet on the obvious<\/b><\/h2>

                    We know coming up with a good brand name isn\u2019t easy. But if you want to <\/span>register your trademark in Colombia<\/b> and <\/span>protect your business seriously<\/b>, stay away from generic terms.<\/span><\/p>

                    Create something unique, different, and full of identity.<\/b><\/p>

                    And before you go all-in on your idea, make sure it doesn\u2019t already exist: a proper trademark search can save you a lot of trouble down the road.<\/span><\/p>

                    Do you already have a brand name and want to know if it\u2019s eligible for registration?<\/b>
                    <\/b>Need help getting your trademark registered in Colombia the right way?<\/b><\/p>

                    At <\/span>Nexo Legal<\/b>, we\u2019ll guide you through the entire process.<\/span>
                    <\/span>\ud83d\udce9 <\/span>Message us today\u2014we\u2019re here to help you protect what you\u2019ve built.<\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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