Traditionally mercantile industrial property has become a tool of trade and antitrust law. However, despite, its status, it is not receiving uniform treatment by andean juridical entities. These jurists possess neither a common legal model, nor objective patterns regarding the phenomena of confusion and distinctivity. This arises from a lack of commercial background together with a lack of judicial and administrative awareness about common market elements and the reach of today´s trademarks. the differing approaches to decision making among juridical bodies leads to inconsistencies in decisions and a weakening of healthy criticism and generates speculation and juridical instability. Such inconsistencies impede the jurisprudential structuring of the law of intangible assets. A change in judicial profiles and their subjective attitudes to an objective commercial juridical model would benefit the market. Such a harmonized judicial attitude would create certainty and juridical certainty which would, in turn, enhance confidence in decision-making and competition in equal terms in market economies.