h e g r o u p
red in Brazil, Mexico, Costa Rica, Panama,
Colombia, the U.S., Saudi Arabia, Qatar,
and the United Arab Emirates.
The brand registration process is not free of
problems and peculiarities. Good practices
for success indicate that the best thing is to
start to register the brand as soon as possi-
ble when a target country has been identi-
fied. Since this is often a slow process (the
brand registration process, for example, in
Brazil could take from 2 to 3 years without
including any possible legal problem along
the way) and full of uncertainties due to in-
compatibilities with other brands previously
registered in the country. Therefore, the
most logical approach is to start to register
the brand even before staring operations in
a territory. There have been cases where
our Group has already faced these types
of problems, such as with the Brazilian oil
company Petrobras which has registered
its “FCCPlus” product in several countries,
particularly in Latin America, and the OSCO
construction group that registered its “FCC
Construction” brand in Canada.
Any company that wants to grow must cer-
tainly branch out internationally. A glocal
brand will undoubtedly contribute to this
process, facilitating the recognition of our
activity and conveying to the market a way
of doing and understanding things and this
is an extraordinary source of value for FCC
and a springboard for its growth.
Consequently, most of our peers are al-
ready operating under a brand which aims
to become a glocal one. They have beco-
me aware that internal-external recognition
grows and this generates more business
opportunities, supporting the various Group
activities beyond its portfolio diversification
and the numerous markets where they al-
ready operate.
A common task, seizing synergies
In a globalised world and in view of our in-
ternational expansion process, it is essen-
tial to count on the involvement and disci-
pline of all areas and divisions to protect our
corporate brand and the distinctive signs
inspired therefrom as well as any other dis-
tinctive sign or new corporate name rela-
ted to any of the activities requiring exter-
nal visibility and is used in the market for
commercial and/or advertising purposes.
In this respect, our Intranet contains the
“Brand Registration and Management Po-
licy”, a document that was prepared jointly
by the Corporate Marketing and the Brand
and Mercantile Department of the Group’s
legal department. A unified brand policy
for managing and protecting the neces-
sary industrial property rights is necessary
for protecting the corporate image and its
reputation and safeguard the FCC Group’s
industrial property rights vis-à-vis third par-
ties. It is also essential to avoid possible fu-
ture ownership conflict against competitors
or other companies.
In line with the contents of the aforementio-
ned document, the brand is currently being
registered in the company’s target cou-
ntries. In addition to the European Union,
where our property rights date back many
years, the brand is currently being registe-
(Countries where the FCC
brand is currently registered
or in the process
of registration)
(Link to the Brand Registration
and Management Policy)
