A escolha do nome comercial
Autor | Robson Zanetti |
Cargo | Advogado. Doctorat Droit Prive Université de Paris 1 Panthéon-Sorbonne. Corso Singolo Diritto Privato Universitá degli Studi di Milano |
O nome comercial designa o fundo de comércio, ou a empresa, nas suas relações com os clientes, não se confundindo com a denominação social que identifica a pessoa jurídica, e não sua atividade. É sob este nome que a empresa é explorada. Ele pode ser cedido com ou sem o fundo de comércio/ponto, e não se confunde com a marca, porque nós podemos ter várias marcas e um só nome comercial.
Este nome pode ser constituído por uma denominação, que pode ser um termo de fantasia, ou então um nome patronímico. Ele também pode se referir ao nome da sociedade que o emprega, ao termo que a empresa escolhe como sinal, marca, ou ainda como uma sigla. O nome comercial deve possuir um poder identificador, e não criar nenhum risco de confusão com outras empresa.
A denominação escolhida não deve ser usual, ou genérica, porque se assim o for, esta parte não estará protegida por si só. A distinção de um nome comercial pode ser adquirida através de um uso prolongado que, aos olhos da clientela, toma forma e aparece para o distinguir de outras atividades desenvolvidas pelos seus concorrentes.
A denominação também não pode ser contrária à ordem pública, aos bons costumes, nem estar vedada por uma lei especial. Desta forma, entendemos que o termo \”maconha\” não pode ser usado no nome comercial, bem como não podem ser utilizadas as bandeiras...
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