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A LONG HISTORY: MORE THAN 75 YEARS HELPING BUILD GREAT BRANDS
Our story begins on March 12, 1947, when José María Eguía Zanon, a certified public accountant, decided to enter the field of intellectual property with the registration of trademarks and patents in Córdoba. The name under which he started out was EGUÍA & ASOCIADOS. That same year, José brought in his son, Jorge Raúl Eguía, who at the time was only 18 years old.
José was a man of many pursuits. He stood out as the director of the newspaper Comercio y Justicia, a Córdoba morning daily devoted to economics and law. For that reason, before long he left the management of the firm in the hands of his son Jorge.
A couple of years later, Jorge followed in his father’s footsteps and took control of the family’s most important business at the time, the newspaper.
That is how the firm came into the hands of a recently incorporated partner, Dr. Paula Scadutto. The intellectual property firm was renamed EGUIA & SCADUTTO.
In 1990 Dr. Scadutto passed away, and the firm was left without a head.
That same year, Jorge Eguía retired from his position as director of the newspaper, and Javier Eguía, his son, returned to the country after a 12-month study exchange abroad.
A concerned Jorge, thinking about his son’s future, encouraged him to return together to the legal practice of trademarks and patents, the very one he had left behind years earlier.
Javier accepted and proposed partnering with Dr. Scadutto’s heirs, who declined to join the renewed project. Fortunately.
Circumstances forced the Eguía family to start their professional space all over again. What did not look very promising at the time turned out to be a very fortunate starting point for the industrial property firm.
The arrival of Dr. Verónica Cima, some time later, was an extremely important contribution to the firm. So much so that today she is one of its 3 partners.
A few months later, we were surprised by our rapid growth in trademark and patent registration, copyright, industrial models, and utility models. All thanks to Jorge’s contacts and the great dedication of Javier, who began to play an increasingly prominent role in client service.
In 1992, Jorge fell ill and reduced his involvement in the firm, which forced Javier to train very quickly by studying in Buenos Aires. That is when the contribution of engineer Jorge Eguía (Javier’s brother), also a partner of the firm, came into play; he gave his all to move forward and continue the family’s history in intellectual property.
In 1994 Jorge, the principal director of the trademark and patent firm, passed away. It was a hard test that led the Eguía team and family to give even more effort, humility, and work to move forward. And step by step, growth continued at a dizzying pace.
Under this motto, in 1996 we set out to strengthen our communication channels with our clients and friends. The result was a quarterly newsletter.
That communication initiative featured commentary and arguments on trademark registration, trademark watch, and invention patents, along with testimonials from members of our prestigious clientele, who shared their experiences with simplicity, told their anecdotes, left us their testimony, and told their stories.
When we launched this newsletter project, we felt that beyond the topics of trademark registration, invention patents, and intellectual property (copyright, utility models, and industrial models), we wanted to convey a sense of currency from the very name of this printed medium.
So we set out to find a name that would deepen our commitment. A brand that would be associated with the unstoppable dynamics of information on the subject we deal with. That is how ASUS MARCAS came about.
We produced a pilot edition with current material and distributed it as part of Estudio Eguía & Asociados’ participation in a series of business fairs. That was the kick-off for what was a major project at the time.
“ASUS MARCAS will continue along the path begun in March 1996, in this same format, from which we will try to bring our readers, friends, and clients the respect we feel both for our work and for those who respect their own work and want to safeguard it. To that end, we will keep contributing our experience and dedication to doing what we do best: protecting their trademarks and invention patents.”
Javier Eguía, current director of Eguía Marcas y Patentes.
“Fifty years ago, Dr. Jorge Raúl Eguía opened the doors of the first firm in Córdoba specializing in industrial law. Since then we have devoted ourselves to the hard work of growing and training in order to offer more and better services to our clients.”
By then, we were backed by half a century of experience as industrial property agents, covering a wide range of services: searches and registrations of trademarks for goods, services, slogans, and advertising phrases; drafting of specifications and drawings; prosecution of industrial models, utility models, invention patents, and intellectual property of every kind, in Argentina and around the world.
“Today, Estudio Eguía is expanding under the leadership of Javier and Jorge Eguía, accompanied by renowned professionals. We form a team that constantly updates its knowledge in order to offer service in line with our clients’ demands.”
“Over the course of half a century, we have walked in step with the needs of the market.
That is why we also handle bar code procedures and provide advice on food regulatory approvals at the national, provincial, and municipal levels.
Our firm has a complex and modern computer network that gives us real-time access to every trademark registered in Argentina. In addition, through the Internet we put the world within our clients’ reach and communicate with colleagues across the planet, thus meeting the expansion needs of the companies we represent.”
“More than fifteen hundred clients in Argentina and abroad back our efforts. On this special occasion we want to thank them for entrusting us with the protection of their intangible assets and interests. Their support throughout this story, which now spans five decades, has allowed us to become the most important firm outside Buenos Aires in the field of industrial and intellectual property.
Because our work would not be possible without you, we believe the best way to celebrate these first fifty years is to renew our permanent commitment to training, so that the quality of our services always exceeds your expectations. Thank you very much.”
Javier Eguía
With a consolidated team in place, we adopted new technologies for more effective process management and new hardware — quite novel at the time.
This allowed us to make the opening of offices in other Argentine provinces a reality.
Major companies from the interior of the country, and even from Buenos Aires, entrusted us with their trademarks and patents.
Eguía’s nationwide expansion was already a reality.
“Our philosophy of respect for the client, serious work, ongoing training, zealous safeguarding of the assets entrusted to us, camaraderie and the pursuit of excellence for our people, a great deal of imagination, and enormous effort gradually led EGUIA & ASOCIADOS – Registro de Marcas y Patentes – to become one of the largest firms in the country, with thousands of clients and tens of thousands of trademarks and patents under management.” Javier Eguía
We extend our work to Patagonia
The significant growth we experienced between 1995 and 2000, with rising demand beyond the center of the country, encouraged us to chart a new course in our business history.
Noticing that the origin of the trademark registrations we handled went beyond the city of Córdoba, we decided to bring our particular style to other provinces. Thus, we announced the opening of the Neuquén branch of ESTUDIO Eguía & Asociados in October 1998.
At the same time, in Neuquén we introduced ourselves to the business community at the II Trinational Business Integration Conference, organized by the Unión de Empresarios Neuquinos (U.E.N.) and held in Zapala during the same month our branch opened.
“Since April we have been closer to our clients, because Estudio Eguia & Asociados launched its site on the web. At our address, www.eguia.com.ar, they can make, at the pace of the web, the same inquiries about our specialty: trademark and patent registration. The invitation is open to anyone who wishes to try the interactive trademark search service or our effective name-generation service for new products and services.
A new way of also sharing the history of our firm, who we are, who has already chosen our services, and who our suppliers are.
Finally, we have put ASUS MARCAS, our newsletter, online.”
In August of that year, we created a new space for those wishing to acquire an already registered trademark, or for those who intended to sell their own.
“Whoever buys an already registered trademark saves time. But they undoubtedly also enjoy greater security: they avoid the risk of oppositions by third parties. Every trademark holds an intrinsic value that allows it to be inserted into and identified with new projects. They are names that have not yet been developed and whose potential to grow lies dormant. Buying a trademark is a guaranteed investment, since the legal framework defends its exclusive use.
This space is open to those who have trademarks to sell or owners who wish to license them, authorizing a third party to use them.
With this gallery of trademarks for sale, Estudio Eguía & Asociados wishes to bring supply and demand together.”
“Estudio Eguía & Asociados became the first trademark and patent firm in the country to certify its services under the ISO 9002 Quality Standards.
A process of more than a year of work, which culminated in the satisfaction of having achieved the goal.” A new milestone in the history of our firm.
The idea arose from the wish to optimize the service provided to clients, in order to support them in their growth.
This mobilized the entire firm and forced us to rethink internal and external quality strategies until we reached the optimal standards.
A great effort that was crowned in 2000, when we became the first firm in the country to certify its processes under the ISO 9002:94 Quality Standard.
We stood out again in 2003, under the ISO 9001:2000 quality standard, awarded by prestigious international certification bodies.
“What could be considered a goal achieved has today become a starting point that commits us to keep working in the permanent pursuit of greater benefits for all our clients.”
We base the development and maintenance of our leadership on the seriousness and professionalism of our services.
The first trademark and patent firm from outside Buenos Aires, in the country’s history, to join this international forum.
Because our persistent wish has always been to grow, improve, and strengthen our services, a year and a half after launching our website, in November 2000, we decided to improve it and give users a closer, simpler experience based on their questions.
Users could submit any inquiry or question, for example: why should I register my trademark? Who is Estudio Eguía & Asociados? Which practice areas do you offer besides trademark registration? Who are your clients?
These questions were answered by the firm’s own staff, which led the team to learn more about the company and, in turn, to provide personalized answers.
We started the year by giving users the convenience of checking the status of their matters.
As promised a few months earlier, in March 2000, the improvement to the web portal arrived. With “Eguía on line”, every client received a card and a personal code so they could check the status of their matters from the comfort of their home or office: trademarks, patents, oppositions by or against third parties, dates, certificates, utility models, and so on.
It was a value-added service, unique in the country, for all clients of Estudio Eguía & Asociados.
In 2001, despite the country’s delicate situation, we kept betting on growth and landed in Rosario. Driven to write a new story in that province, with a new office in one of the most important cities outside Buenos Aires.
The need for a personal presence, and the goal of achieving greater fluidity and better advice for clients in the Rosario area and its surroundings, led us to carry out the project.
“We value the collective wealth of that territory, wealth that must undoubtedly be protected.”
Marcelo Alderete, regional director at the time, introduced new clients to all the advantages of having the advice of the most prestigious trademark and patent firm outside Buenos Aires. He advised entrepreneurs, business owners, and industries eager to protect what was theirs — working as a team with Guillermo Felippa, general coordinator of Eguía & Asociados.
“Our mission has always been to meet companies’ needs for security and growth, a message we began to communicate at the Feria Pymes Argentina 2001.”
Guillermo Felippa.
From 2000 onward we began to have a strong international presence. We attended numerous international fairs — for example, ASIPI 2015 in Colombia, Panama 2017, Mexico 2023 — spaces where thousands of companies present products, news, prototypes, and new designs and brands with global repercussions.
Our arrival at these large and prestigious venues led to strategic alliances with various correspondents across MERCOSUR and worldwide.
We began relationships with meticulously selected delegates, members of prestigious international associations such as INTA (International Trademark Association) at the global level and ASIPI (Inter-American Association of Intellectual Property) in Latin America.
“All of them have solid experience in intellectual property and maintain international departments with which we keep fluid and effective communication, thus ensuring the speed and efficiency of our services.”
Javier Eguía.
Recently, in September 2024, we opened a new franchise in the province of Tucumán.
We professionalized our digital communication channels — Instagram, the blog on our website, and WhatsApp — with the goal of keeping users connected and informed.
We are developing new strategies to carry out new projects in Argentina and abroad, including MERCOSUR. We constantly challenge ourselves to grow and strengthen our intellectual property practice areas around the world; we will keep making history.
We trust in the quality of our work and in our values, which have allowed us to build a history marked by the seriousness, commitment, and effort that define us today.
Av. T. Malbrán 4011 P2
Cerro de las Rosas, Córdoba
Mon–Fri 8:30–13:30 / 14:30–17:30
