Renato Aragao, a comedian who has won over generations of Brazilians, is struggling to use the “Didi” brand at the age of 88. The comedian is banned from using the name he was known by on television to launch products and services. Apparently this is the end of an era of about 60 years of ownership.
Purchased from a Chinese company
According to Folha de São Paulo which relayed information from journalist Ricardo Feltrin the Didi brand was acquired by the Chinese company Beijing Didi Infinity, the same company that previously acquired the Didizinho brand.
Advertising
In general the National Institute of Industrial Property (INPI) notifies the owner of duly registered trademarks in good time before the impending expiration of their rights to the trade name. This means that the owner has the opportunity to resort to appropriate renovation measures.
However, in the case of the Didi brand, owned by Renato Aragão, there is no information about what motivated the comedian not to renew the contract to maintain his rights to the brand. “Didi” has been synonymous with comedy and family entertainment for decades and is now under new management. This can mean radical changes in the scope of use and distribution of the iconic brand.
It’s not the end
Despite losing the rights to the trademark, the comedian from “Os Trapalhões” can continue to use it without any legal obstacles. This happens because the process simply prevents Renato Aragão from taking full control of the Didi brand. According to the law, the Chinese company also cannot prevent the Brazilian comedian from using the trademark on products and services that previously bore the trade name.
On Tuesday 12, Renato Aragão announced to the public his official return to the theater stage with a musical show about Didi’s life: “Adorável trapalhão: O Musical”.
also read