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This article discusses the rural habitat of the Black Rural Community of Quilombo Mutuca, located in the south of the state Mato Grosso - Brazil. Specific policies and programs for quilombola communities recognized their rights for land tenure, ways of life and culture. Despite this advance, the community continues to fight for land and its right to remain and for the maintenance of its ways of life, for longer than 130 years, in the face of intense pressure from agribusiness in Mato Grosso. ; Este texto trata do habitat rural na Comunidade Negra Rural do Quilombo Mutuca, localizada no Sul do estado de Mato Grosso – Brasil. Analisa a luta dessa comunidade pelo território e territorialidades à luz das políticas públicas territoriais implementadas nos últimos 20 anos. As políticas e programas específicos para comunidades quilombolas reconheceram o direito às terras, aos modos de vida e a sua cultura singular. Apesar desse avanço, a comunidade segue na luta pela terra e seu direito de permanência e pela manutenção de seus modos de vida, de mais de 130 anos, diante da intensa pressão do agronegócio no Mato Grosso.

Standard accounts of the concept of 'modern brand' consider it to have developed in the late nineteenth century with the second industrial revolution and to have a range of unique characteristics, including a personality of its own and to be protected by law. Modern brands are considered to have succeeded proto brands, which relied essentially on quality and origin for differentiation. To trace this path, standard accounts build strong links between law, brand identity and product differentiation, suggesting that law and brand are 'symbiotic'. Looking at a country with early, yet relatively weak, trademark law and a poorly structured registration system and focusing on the previously little analysed case of the Brazilian South American Tea industry during the period 1875-1913, it suggests that we need to consider two other types in the evolution of brands: 'proto legal brands' and 'differentiated proto brands'. So doing, this account provides an innovative view of legislation and registration, and their problematic contribution to anti-competitive protectionism.