The China market is hyper competitive. Brand protection is more important than ever especially when looking to enter into this fast moving market.

Michael Jordan, a global U.S. sports star, successfully entered into the Chinese market, but failed to register a trade mark application for his name in Mandarin (he only filed for the English version of his name). A local sporting goods store registered his name, Qiaodan in Mandarin and capitalised on it by selling sportswear under the name. Michael Jordan so far has been unsuccessful in reclaiming the rights to the Mandarin version of his name.

Want to avoid this costly mistake?

See below our top 5 tips to protect your brand in China and contact our specialist Trade Marks team for more insight about brand protection in China and other overseas markets.

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