China plays an important role for European companies as it is the second most important business partner of the EU. As China applies the first-to-file principle to trademarks, it is important to register your trademark as soon as possible. However, as Chinese is the mother tongue in China, having a Chinese name and trademark is crucial in this market. Legal history has shown us that if a company does not have a Chinese language trademark, the market will create a name. If that name is consequently registered by someone else, enormous legal conflicts will arise. Furthermore, other conflicts can arise if there are problems with the meaning of the trademark. In order to overcome Chinese legal and Chinese language problems, and in order to show which considerations are important with Chinese translations and transliterations, this workshop will discuss how to make the correct translation and transliteration for your Chinese trademarks.

Members of the MARQUES China Team will share their experiences and discuss strategies.