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Why Chinese Name?
China has a first-to-file system that requires no evidence of prior use or ownership, leaving registration of popular foreign marks open to third parties.
Foreign companies should register appropriate Internet domain names and Chinese language versions of their trademarks.
Source: U.S. Commercial Service

Prevention
Develop and register a Chinese language version, and do so throughout the other jurisdictions of Greater China, including Hong Kong, Taiwan, Macao and Singapore.
If you do not create a Chinese mark, the market will do so, creating a Chinese "nickname" for your product. Your company may not like the image this mark projects, or someone else in China may like it so much they register it in their own name, forcing you to buy it back.
Source: U.S. Embassy Beijing

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Chinese Name?

Protect Your Brand Name in China

A U.S. trademark does not protect you in China. We work with your team to create the best Chinese name so you can start the process of protecting your intellectual property rights (IPR) in China.

As U.S. Commercial Service and the Department of Commerce advise, if you are seeking to distribute your products in China, it is essential that you register appropriate Chinese language versions of your trademark(s) well in advance. Failing to act can have devastating consequences for future business and translate to expensive problems.

Gain One Billion Customers

The Chinese-speaking world is quickly becoming the world's biggest consumer market. Even in the U.S., Chinese is the third most frequently spoken language. To rise above the global competition, it is crucial that you have a brand that is not only free from profane or negative associations in various Chinese languages (at a bare minimum), but one that also speaks to the hearts of Chinese ("differentiate or be lost in the crowd").

Get a Chinese Name for Yourself

Business is personal. People do business with people they like. When you do business with Chinese, your name plays a role in making a first impression, conveying an image, and expressing the quality of guanxi you will establish.

Do you need an official Chinese name? Consider:

  • Some Chinese decision makers you want to do business with may have difficulty remembering your non-Chinese name or knowing how it is pronounced. (Translation: It's good to help your Chinese associates remember your name. It's also good to save people face. When people don't know how to pronounce your name in English, they can always call you by your Chinese name without feeling embarrassed. )
     
  • If you don’t have an official Chinese translation of your name, Chinese business associates as well as reporters may create names for you.
     
  • There are hundreds of different ways an English name can be translated into Chinese. But only a carefully selected Chinese name will win respect. (Translation: By having a great Chinese name, you demonstrate that you are passionate about the Chinese market and culture.)
     
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