Commercial Slogans: Branding Tools and Their Legal Protection

By Enrique Cheang, E.C.V. & Asociados

Commercial slogans are short, memorable phrases designed to help a brand remain in the minds of consumers. Rather than simply accompanying a logo or product, they convey a company’s personality and core values, often becoming a key element of its identity. A well-crafted slogan can distinguish a business from its competitors and foster an emotional connection with its audience, reinforcing recognition and loyalty over time.

Famous examples illustrate this role clearly. The phrase “Just Do It,” associated with Nike, and “Because You’re Worth It,” used by L’Oréal, have both achieved global recognition, transcending advertising campaigns to become part of broader cultural discourse. These slogans encapsulate brand messaging in a concise and impactful way, demonstrating how language can shape perception and influence consumer behavior.

From a legal perspective, commercial slogans can be registered as distinctive signs, allowing companies to secure exclusive rights over their use. This registration provides protection against unauthorized copying or imitation, helping to preserve the value and integrity of the brand. The initial term of protection for a registered slogan is typically ten years, after which it can be renewed indefinitely, provided the mark remains in use and continues to meet the applicable legal requirements.