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Ésta no es mi marca, me la han cambiado

15 octubre 2012 - 6:00 - Autor:

¿Por qué cambian de nombre las marcas en otros países? Fue en mi último viaje a Australia donde, caminando por la calle, me percaté de la existencia de una cadena de comida rápida que utilizaba un logo muy similar –casi idéntico- al de la multinacional norteamericana Burger King. La deformación profesional hace a uno ver plagios donde no los hay, pero en el caso en cuestión los logos eran demasiado parecidos. La cadena se llama Hungry Jack´s y “casualmente” comparte producto estrella, la hamburguesa Whopper, con la cadena americana. ¿Casualidad? No, derecho de marcas.

En efecto, no es éste el primero ni será el último caso en el que las marcas cambian de denominación en función del país. Si lo pensamos detenidamente, esto no tiene demasiado sentido por cuanto que las marcas son precisamente reclamos que permiten al consumidor identificar los productos o servicios que tienen un mismo origen empresarial. Así, cambiar la denominación de un país a otro carece, en principio, de sentido.

Entonces, ¿por qué Burger King es Hungry Jack´s en Australia o las patatas Lays son Walkers en Reino Unido? ¿por qué un producto adquiere distintos nombres en función del país en que nos encontremos?

Los motivos son principalmente dos. Empecemos por la causa jurídica. El derecho de marcas es un derecho territorial, lo que significa que protege a su titular únicamente en aquéllos territorios en los que ésta ha sido registrada. Ello significa que si la empresa Coca Cola no hubiese registrado su marca estrella en algún país (y siempre de conformidad con lo dispuesto por los tratados internacionales y la legislación del país concreto), podríamos registrar dicha marca y explotarla en ese territorio.

Éste es el caso, por ejemplo, de Hungry Jack´s. La compañía norteamericana Burger King, cuando se decidió por la expansión a Australia, se topó con que la marca Burger King había sido registrada ya por un tercero. Las opciones que le quedaban al gigante americano eran dos, adquirir la marca del titular originario o registrar una nueva, que fue lo que ocurrió.

Este caso, el de Burger King es uno más de los cientos que se dan en el mundo. No busque un coche Opel en Reino Unido, pregunte mejor por un Vauxhall. No vaya a comprar un móvil a The Phonehouse, vaya mejor a The Carephone Wharehouse. No pida en Grecia un helado Magnum, pida en su lugar un Magic. No se sorprenda tampoco si va a Nueva Zelanda y no encuentra su desodorante AXE, Lynx le servirá.

Pero el cambio de denominación en función del lugar no responde únicamente a motivos legales, sino que en ocasiones se debe a cuestiones lingüísticas o culturales. Ése fue precisamente el motivo para que la marca Mitsubishi se decidiese a comercializar en los países cuya lengua oficial era el español su todoterreno “Pajero” como “Montero”. Por similares motivos, el fabricante Nissan optó por cambiar en los mismos países el nombre de su Nissan Mocco por MR Wagon.

PD: Y sí, la hamburguesa Whopper sabe igual en Madrid, en Nueva York o en Sidney.

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Y no, ni la Whopper ni el Big Mac saben igual en todos los lados… Y eso lo sabe casi todo el mundo…

También se dá caso de Coronita en España y Corona en el resto del mundo ¿Por qué? porque en España, siendo una monarquía, no se permitió ese nombre ya que la única corona es la del Rey.

estoy muy de acuerdo con la causa juridica y cultural, pero no es cierto no todas las hamburgesas saben igual en ningun pais del mundo , una de las razones es el control de calidad que difiere en cada pais .

No hay que irse tan lejos.En España la cerveza Mexicana Corona Extra se comercializa como Coronita,los helados Frigo se llaman Ola en Portugal,Belgica,etc.

Creo que el caso de Frigo es ligeramente diferente. No es que la marca Frigo se denomine de forma diferente en cada país. Es que Unilever compró diferentes fabricantes de helados en cada país, y decidió dejar en cada uno su marca, compartiendo productos y aspecto (el corazón).

Ojo que os equivocais, que hay marcas como Vauxhall que es porque existia esa marca antes y era mejor que cambiarla por opel.
http://es.wikipedia.org/wiki/Vauxhall_Motors

En Colombia las papitas Lays se llaman Margarita pero son las mismas y con el mismo logo y sabores iguales. O tambien con la Gaseosa Fanta de Coca Cola, aquí se llama Crush y en los demas paises Fanta

Las franquicias de comida suelen tener en cuenta un factor: la homogeneidad. Con ello quieren que sea el lugar del mundo que sea su comida tenga un aspecto y sabor reconocible. Otra cosa es que motivos culturales o gustos en algún país el sabor no sea exactamente igual pero por norma general es lo que intentan.

“También se dá caso de Coronita en España y Corona en el resto del mundo ¿Por qué? porque en España, siendo una monarquía, no se permitió ese nombre ya que la única corona es la del Rey.”

MENUDA CHORRADA

A ver, lo de Coronitas creo que viene más de la marca de tabaco Coronas que de la monarquía.

Lo de Corona/Coronita no es mas que por el vino de bodegas Torres. Ni casa del rey ni chorradas.

Es verdad se equivocan.. En todos lados las cosas no saben igual el Whopper no sabe igual aqui en Venezuela que en Madrid yo mismo lo comprobe, ademas un ejemplo es la mayonesa kraft en España sabe acida y no me gustaba aqui en Venezuela si me gusta y es la mejor. Mientras que alla les gusta la hellmans aqui a nadie le gusta muy pocas personas aqui compran esa marca sabe malisima pero en españa a mi me gusto mas la hellmans.

La historia de Corona/Coronita no tiene nada que ver con la monarquía. Es por razones jurídicas, ya que hay un vino de La Rioja con un nombre similar y pertenecen a la misma categoría, impidiendo que usaran el nombre que se usa en el resto del mundo.

Buenas noches,buena noticia; yo siempre me he decantado por la razón lingüística; voy a aportar mi granito de arena: por ejemplo en España existe Alcampo,pero no lo busques por Europa porque lo que encontrarás son supermercados Auchan, lo que aquí es su marca blanca.

Un saludo!

Lynx existe tambien en el Reino Unido como substituto de Axe. El antes mencionado frigo es HB, el papel higienico Scottex se llama Andrex ( si, si el del perrito) y la sidra conocida como Bulmers en Irlanda , por alguna extrania razon la llaman Magners…. y espera que me voy al super y vuelvo con 2 o 3 ejemplos mas.

Interesante articulo, ya que siempre me pregunte el motivo para estos cambios.

Yo creo que podía estar mejor el artículo, hay una 3 opción y es que la multinacional llega al país y compra las marcas locales y le pone su logotipo, vease el caso de frigo

Es Carphone Warehouse, cuidado con la ortografía

Tambien ocurre con Dunkin’ Coffee que solo es asi aqui pues su nombre verdadero es Dunkin’ Donuts pero como ya existe la marca Donuts pues no le dejo usar su nombre.

La coca-cola se llama así en todas partes :)
problem?

Otro ejemplo,en Guatemala hay una cerveza que se llama Gallo y en USA se llama Famosa,y en Mexico le llaman sabritas y le llaman lays aqui en Estados Unidos.

En cuanto al comentario anterior en Honduras también se les pusieron “Lays” como en USA, pero yo las conocía por los comerciales mexicanos como “Sabritas” antes que llegaran a a centro América como producto.

Cuando llegaron como “Lays” yo no sabia que eran las mismas Sabritas que siempre quise probar. Solo sabia que el logo de la carita sonriente era el mismo que el de la tele. Por eso no tienen tanto éxito en Honduras.

Y luego hay gente a la que le da igual todo, como Nokia, que no ha tenido ningún problema en comercializar la marca “Lumia” aunque en español y según la RAE signifique “Prostituta”. :P

Sí, yo también probé el Whopper en Sydney hace 3 años y sabía igual en el Hungry Jack’s de Oxford Street que en de la Plaza de los Cubos de Madrid… pero mejor probar la hamburguesa de parrilla en una de las BBQ típicas de aquellas tierras con una carne vacuna excelente. Te olvidarás de volver al Hungry Jack’s :)

Lo de la cerveza Corona es falso, aquí se puede comprobar:

http://sitadex.oepm.es/Localizador/buscarDenominacion.jsp

Crush y Fanta son dos productos distintos. Fanta es una marca de The Coca Cola Company y Crush es de Schweppes

Se parece a Pumper Nic, de Argentina. Ya no existe, pero era similar a Burger King justamente.

Pues mira que bien, a los políticos se les conoce como corruptos en todo el mundo, voy a registrar la marca y vuelvo

También ocurrió con el modelo de móvil de HTC “chachacha” que en otros países de denomina “cacha”. Lo que hubiese dificultado su venta en España

Perdón se llama CHACHA

Carlos, estas equivocado con tu caso “coronita”. Lo que comentas no es más que una leyenda urbana.

La marca Corona ya estaba registrada en españa desde antes que llegase la cerveza de Mexico. Puedes consultarlo online en el registro de patentes y marcas, donde además de ver que está registrada en 1963, los derechos los tiene UNILEVER. Además verás que hay muchísimas marcas registradas con la palabra “corona” o “coronas” sin que tenga nada que ver con la monarquía española.

Faltaría una tercera razón, que ya se ha nombrado en los comentarios: empresas que adquieren marcas locales. Opel/Vauxhall, es un buen ejemplo de ello. Las dos compañías son de General Motors desde hace ya casi un siglo, pero no fue hasta los años 80 cuando, para ahorrar costes, se empezaron a fabricar los modelos idénticos para ambas marcas en Alemania.

Y una cuarta: confianza y conocimiento de marca. BBVA Francés no es más que el banco del BBVA en Argentina, pero le mantienen el Francés porque es lo que la gente conoce. Matutano cambió su marca a Lays mucho después de que la comprar la compañía americana. Es muy costoso, en tiempo y en dinero, hacer que el consumidor vea a una marca nueva con los mismos ojos con los que ve una de toda la vida.

Otro ejemplo es el de Dunkin’ Donuts, que aquí en Ejpaña se llama Dunkin’ Coffee porque la marca Donuts está registrada por Panrico (es Panrico, no?).

Vale, me tengo que leer los comentarios de los demás antes de poner el mío.

No es verdad que las hamburguesas de Nueva York sepan igual que las de Madrid, se nota que no has probado ninguna. Saben 300 veces mejor, tanto que para mí explica porque se comen tantas hamburguesas en EEUU y hay tanto obeso.

En Venezuela, la gaseosa (o el refresco) Sprite, sabor a lima-limón, que pertenece a Coca-Cola, se comercializa bajo el nombre de Chinotto.

Alguien lo dice por ahí en otro comentario antes, pero el artículo no pasa ni de puntillas por uno de los motivos más habituales, que es el caso de algunos de los ejemplos que se citan: la compra de una marca local por parte de una internacional.

Habría más cosas que puntualizar, pero tampoco es plan.

Con todos los respetos, un poco bluff

Y en Alemania las ausonia always se llaman siempre. Parece que cualquier lengua extrajera vende mas que la nuestra

Pues lo de Chilly se podrían haber planteado un cambio de nombre de marca al llegar a España y decir en la tele aquello de “en los más íntimo quiero [tschili]“. De hecho si tenemos en cuenta que en alemán o inglés se habla tb de “chili con carne”, no me parece un nombre adecuado para una marca en muchos países.

Un caso parecido ha ocurrido con los dominios y los denominados dominers, grandes compradores de dominios, muchas marcas y productos han tenidio que ir comprando a precio de oro dominios que apenas valian 6 euros. En otros caso existia el concepto de coupa de un dominio haciendo imposible un cause legal por apropiacion. Es dificil este asunto de marcas y territorios cuanto mas cuando empiezan a dar cause a las licencias de Creative Commons. creative commons

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Alejandro Touriño

Alejandro Touriño en ECIJAAlejandro es Licenciado en Derecho por la Universidad de Santiago de Compostela; Máster en Derecho Internacional y Relaciones Internacionales por la Universidad Complutense de Madrid y Máster en Práctica Jurídica por la Escuela de Práctica Jurídica de la Universidad Complutense de Madrid. Ha realizado cursos de postgrado en instituciones de prestigio como la University of Brighton, la WIPO Academy o el Instituto de Empresa, en materias relacionadas con el Derecho Comparado, la Propiedad Intelectual y el Derecho del Entretenimiento.

En la actualidad ejerce su actividad Profesional como Responsable del área de Information Technology de ECIJA, asesorando a clientes nacionales e internacionales, tanto en sede judicial como extrajudicial, en cuestiones relacionadas con Derecho del Entretenimiento y las Nuevas Tecnologías, centrando su actividad en la Propiedad Intelectual, Contratación de Software, Nombres de dominio, regulación jurídica de Internet y Redes Sociales. Alejandro compagina su labor profesional con la docencia en másteres universitarios, y es colaborador asiduo de prensa jurídica especializada.

Alejandro es, asimismo, miembro de la alianza europea de Nuevas Tecnologías ‘World IT Lawyers’, miembro de DENAE (Asociación Española de Derecho del Entretenimiento), y del Comité de Dirección del capítulo español de CSA (Cloud Security Alliance).

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