What is real
is not external form.”
As the largest economy in the world and with the largest population, China is a very attractive market for foreign companies, but it is not easy to enter there.
You should know that every foreign company in order to enter on the Chinese market must follow some other steps besides application for the registration of its Latin trademark in China. Among them, the need to design the corresponding Chinese trademark, apply for its registration in a timely manner to adapt to the cognitive custom of Chinese consumers and exploit the Chinese market.
You should also translate your brand into Chinese, design corresponding Chinese trademarks, conduct trademark searches and apply for the registration of the Chinese trademarks in China in a timely manner for the purpose of use and protection.
To increase your chances of approval simultaneously apply for registration of several alternative Chinese trademarks in case one or more of them might fail in obtaining registration.
Transliteration in short
One way of translating your brand in Chinese is by transliteration. This means the translation is based on the sonority of your brand’s name. Each Chinese character has a corresponding sound transcribed in pinyin (alphabetic and phonetic transcription system of Chinese ideograms), so you can use this method to transcribe any brand by using characters with similar sounds. It is a fast and easy solution.
By translating that way only the sound will be taken into account. Therefore, your translation may be meaningless or at least strange, considering each character has particular meaning. However, the Chinese will still be able to pronounce the name of your brand and make the connection with the Latin name of it. But you still have to check the final pronunciation of your brand name in mandarin does not have a homonym meaning something that can jeopardize the image of your brand.
We are currently dealing with a really interesting case where our client, a top company in the field of food supplements, owned by an investment fund from UK, is in the position of not being able to market products on the Bulgarian market due to a local firm which so far has not been interested ( learn more )
As of July 2018, we are handling a case regarding the banking industry. Our client is a private equity US firm which has completed the acquisition of a subsidiary bank from a giant group in this field. They intend to rebrand the business and step by step to reach the objective to strengthen the Eastern ( learn more )
Wide known fact: When an owner has a pending trademark application is entitled to market goods and services bearing the brand that is still to be registered. However, he can meet the situation in which the registration could not go smoothly. For instance, if conflicts are arising with earlier marks, then the brand might not ( learn more )