How Many Trademarks Should You Register In China?

Our trademark clients often ask how many trademarks they ought to register in China. The answer is not as straightforward as it may seem.

Register the Brands You Use or Plan to Use

As an initial matter, companies should register the brands they are actually using (or plan to soon use) and on the goods or services actually in use in China. But sometimes clients are unable to register their actual trademark (either because it was too descriptive or too similar to an existing registration) and instead opt to file applications for a similar trademark they have no intention of ever using. Their rationale is that if they can register the similar trademark, it would block any applications for their actual trademark. This is not an approach I recommend, but it's not as bizarre as it sounds. Just because their application was rejected doesn't mean a trademark squatter's application for the exact same mark would be rejected. China Trademark Office (CTMO) examiners are not