BEST PORTUGAL BRANDS
Article by Isabel Maria
Authorship, Trademark Rights:
opportunities and risks for
Portuguese brands
“International Fairs: In an increasingly globalized world, international trade fairs, such as those dedicated to the Home sector & Living, are an essential showcase for design brands seeking new markets and opportunities. However, This exhibition also brings challenges, especially with regard to the protection of copyright and intellectual property rights.”
Why protect design in this environment?
Just like the Birkenstock, which fights for its products to be recognized as “applied works of art”, many Portuguese brands face the same dilemma every day: how to protect unique creations in such a competitive market?
Sandals, furniture, or decorative objects can be more than functional — they represent know-how, cultural heritage and creative innovation that, without adequate legal protections, become vulnerable to imitations and unwanted copies.
The importance of design protection becomes even more evident, when we consider the crucial role of International Fairs, calendar that now begins. These events are not just showcases for brands’ talent and creativity, They are also arenas where the risk of misappropriation of ideas is high. The absence of legal measures can transform an opportunity for global exposure into a threat to the unique value of creations, compromising the effort and identity that each piece carries.
The Fairs: stage of opportunities and threats
International fairs like Maison&Objet, in Paris, ou at Salone del Mobile, in Milan, are fundamental to the promotion and commercial activity of brands, however, These platforms are also places where innovative designs can be quickly copied by low-cost manufacturers, who do not invest in authenticity or authorship values. Brands that do not register their designs or patents may see their products replicated, often even before they enter international markets and the worst thing is that in a highly successful brand, This battle can become against the world.
CHAPO Suspension Lamp Natural Black Cork Incandescent;
Lamp E27 Dimensions Ø 50 cm x H 14 cm – Design by Blackcork Sofalca
What Portuguese brands can learn from
cases like Birkenstock?
- Registration and legal protection: Before exhibiting a product at such an international fair, It is crucial to ensure your copyright protection, or industrial design records;
- Valuing authenticity: Communicate, communicate, communicate. Telling the story and creative process behind each piece not only reinforces brand value, but also creates an emotional connection with customers, very difficult to replicate;
- Proactive action: Participate in associations and aggregator networks that promote authentic design and intrinsic values of the brand in initiatives linked to Industrial Tourism or platforms such as Portugal Faz Bem, helps strengthen the visibility of ethical and creative brands;
- Market monitoring: After the launch of new products, It is essential to monitor the market constantly, both physical and digital, to identify possible imitations or copies. Visual search tools and specialized platforms can help brands detect intellectual property violations, which allows you to act quickly to protect your rights;
- Strategic partnerships: Establish collaborations with other brands, institutions or bodies linked to design and the industrial sector in which it operates, could be a differentiator. These partnerships not only offer legal and strategic support, but also reinforce the ability to create a sustainable and protected innovation ecosystem, raising recognition of its existence and values.
Protection is an investment in the future!
Portuguese brands, especially those that combine design with artisanal heritage, have a competitive advantage that deserves to be protected. By investing in intellectual property and effective communication strategies, can ensure that your products not only stand out at international fairs, but also stand the test of time and copying.
Calendar International fairs 2025: where brands can shine
- Maison & Objet (Paris): One of the largest design and decoration fairs in the world, will take place from the day 16 January and then again in September.
- Environment (Frankfurt): Perfect for decoration and housewares brands, in February.
- Furniture expo (Milan): The epicenter of furniture design in April.
- DecorHotel (Lisboa): A national platform in October for brands looking to enter the hospitality market.
To find out more about International Events and Fairs 2025, follow the next ones Articles of our
Blog Best Portugal Brands.
