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China urged to value own brands

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A partner from one of the world’s most renowned IP law firms spoke at the first International Trademark Forum in Beijing on 20 June, arguing that greater brand awareness in China would improve the country’s economy. Kevin Smith, trademark specialist with Sughrue Mion, said: ‘Many people think of China as the world's manufacturer of goods for foreign companies. However, there are many Chinese goods and services that have opportunities to be sold overseas under Chinese brands.’

Before giving his speech, Smith had spent time with members of the non-profit Chinese Trademark Association (CTA), talking about how China should safeguard its brands in the future. He stressed that such a wide range of marks should not be left to underachieve on the world stage. ‘It is important that Chinese brand owners – from large computer manufacturers and food exporters to smaller companies with a single trademark – know how to protect their intellectual property rights in overseas markets, and how to build a globally recognisable and durable brand.’

‘The power and potential for Chinese brand owners is enormous, but it is important that they lay the proper foundation to promote and protect their brands so that they can be competitive in the global marketplace.

‘The CTA is considering the establishment of an Alliance with foreign IP firms to help their members in China protect their intellectual property rights in international jurisdictions, including the US, Middle East and Latin America.’