With the staging of the 2014 World Cup and the 2016 Olympics, ambush marketing has become an increasing subject of attention in Brazil, says Paulo Parente Marques Mendes.
Ambush marketing is a form of marketing in which companies that do not have any relationship to an event attempt to benefit from its prestige and status, without the consent of the organisers and/or sponsors.
In this context, it is important to emphasise that the Brazilian doctrine avoids a literal translation of ambush marketing, because the term ‘ambush’ has a pejorative meaning in Portuguese.
Consequently, it makes the distinction between marketing of lawful and unlawful association. In our opinion, ambush marketing is a practice that violates the rights of third parties and should be understood as negative behaviour and/or conduct.
To continue reading, you need a subscription to WIPR. Start a subscription to WIPR for £455.
In-house feature articles, the archive and expert comment require a paid subscription. Subscribe now.
Want to give it a try? We are offering a two week free trial to the WIPR website – register and select “Free Trial” to begin access to the full WIPR archive and read the latest news, features and expert comment. Begin your free trial here.
Is your 2 week free trial about to end? Upgrade to a 12 month subscription for £455 now.
If you have already subscribed please login.
If you have any technical issues please email tech support.
Brazil, ambush marketing, Olympics, World Cup