Diferencia entre Marca, Nombre Comercial y Nombre Personal
Date | 17 July 2017 |
Published date | 17 July 2017 |
Author | Ignacio Sánchez Echagüe |
Law Firm | Marval O'Farrell Mairal |
La actora, Alberto Merlo e Hijo SA (Alberto Merlo), es una empresa que se dedica al negocio inmobiliario. En este juicio había demandado el cese de uso de la marca “MERLO” y el cese de la denominación “Merlo” para distinguir servicios de corredor inmobiliario por el demandado Raúl Héctor Merlo (Raúl Merlo). La acción se sustentó en la titularidad de la marca “MERLO” (mixta), en las clases 35, 36 y 42.
La actora también pidió la medida cautelar dispuesta en el artículo 50 del Acuerdo ADPIC, exigiendo el cese de uso y promoción de las denominaciones “Raúl Merlo”, “R. Merlo” y “Merlo”, así como también su uso en cuanto estuvieran incluidas en los sitios remax.com y remaxayres.com.ar. Invocó, como sustento de su pedido, el emblemático fallo “Toselli”, en virtud del cual se había ordenado a un familiar el cese de una marca que coincidía con su apellido “Toselli” que quería usar para servicios inmobiliarios.
El juez de primera instancia admitió la demanda, considerando que la actora había probado la verosimilitud en el derecho y el peligro en la demora, y otorgó la medida cautelar y ordenó a la parte demandada cesar de inmediato en el uso y promoción de la denominación “MERLO” en cualquier función que fuere.
Apelada la decisión por la demandada, ésta fue revocada por la Cámara.
En su presentación, el demandado alegó la caducidad de instancia; planteó, en subsidio, la aclaratoria sobre la decisión en cuanto se refería a la voz “Merlo” y la frase “en cualquier función que fuere”; y pidió la reposición con apelación en subsidio. Manifestó que su nombre es Raúl Héctor Merlo, y que lo usa en tarjetas personales, marquesina del local, carteles y web, pero siempre asociado a la inmobiliaria Remax y no en función marcaria, sino para identificarse como martillero y franquiciado de aquella empresa.
También manifestó que no era aplicable la doctrina de los fallos...
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