What's In A Name?

Select the right brand for the Chinese market

- Hoh Jerick

From being an under-developed country for its years of war and poverty, China today has tremendously reaches its peak as the second largest economy, just below the United States. However, instead of being complacent as a runner-up, China and its neighbour across the Southeast ocean, Taiwan, is still ever-growing.

Venturing into a large market is vital for a company’s expansion. However, just as vital is for the company venturing into China to be alert of potential challenges in using and securing a suitable brand, as Pfizer learnt.

The first challenge companies face is that China and Taiwan apply the first-to-file system for trademark registration, meaning an individual or company does not have to prove use or an intention to use in order to register a mark as long as they are the first to file the application.

This signifies the issue faced by a trademark proprietor with a famous brand that has been in use for a number of years to be objected for registration simply because they did not file their application first.