Desafio Contra O Marketing De Emboscada
Marcas da Copa e dos Jogos 2016 foram registradas em tempo recorde, agilidade que deveria ser uma rotina para proteger empresas instaladas no país.
A cinco meses dos Jogos Olímpicos e Paralímpicos Rio 2016, as ações de marketing e de publicidade dos patrocinadores, dos apoiadores e dos fornecedores oficiais estão dirigidas à grande audiência desses dois eventos. As cotas de patrocínio variam de R$ 40 milhões a R$ 400 milhões para cada empresa. Um investimento alto para conquistar um público estimado em 4,3 bilhões de pessoas em todo o planeta, que estará de olhos no Rio e no Brasil, segundo dados divulgados pelo Comitê Olímpico Brasileiro (COB). E ninguém quer ficar de fora dessa festa.
Também atrás da enorme audiência estarão empresas não patrocinadoras que terão como único recurso o marketing de emboscada, uma estratégia ilegal para divulgar suas marcas, pegando carona nos eventos do Rio 2016 fora e dentro das arenas esportivas e na internet.
Para se protegerem do marketing de emboscada, por associação ou intromissão, as empresas patrocinadoras, os apoiadores e os fornecedores oficiais - com a colaboração do Comitê Olímpico Internacional (COI) e o COB - terão que montar equipes campeãs contra as infrações à propriedade intelectual, como, por exemplo, uso não autorizado de marcas, falsificações, fraudes, comércio informal e paralelo, entre outras.
Também para os organizadores será um desafio olímpico a proteção intelectual das marcas, dos símbolos e dos produtos oficiais dos Jogos. Um pacote que inclui sete símbolos, marcas nominativas (com suas abreviações e traduções), três mascotes e 64 pictogramas, ambientações, fontes gráficas, sem falar nas tochas e nas chamas olímpica e paralímpica.
Nessa disputa de gato e rato no marketing de emboscada, os patrocinadores oficiais e organizadores devem se valer da Lei do Ato Olímpico, sancionada em 2009, e que determina a fiscalização e a repressão por parte das autoridades brasileiras a qualquer ação ilegal de marketing. Tanto controle se justifica. Os Jogos Rio 2016 custaram mais de R$ 5,6 bilhões, e a metade do dinheiro que o...
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