{"id":5338,"date":"2021-07-08T11:44:34","date_gmt":"2021-07-08T01:44:34","guid":{"rendered":"https:\/\/trademark-registration.com.au\/?p=5338"},"modified":"2021-09-28T09:14:50","modified_gmt":"2021-09-27T23:14:50","slug":"chinese-language-trade-marks","status":"publish","type":"post","link":"https:\/\/trademark-registration.com.au\/overseas-application\/chinese-language-trade-marks\/","title":{"rendered":"4 Things to Know About Chinese Language Trade Marks"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">China is Australia\u2019s largest trading partner, with two-way trade between China and Australia contributing to more than 24% of Australia\u2019s total trade for the 2017-18 financial year. Therefore, when developing your business and determining its growth, you must account for potential expansion into China and the best way to protect your trade mark when doing so.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This article will take you through four things you should know about Chinese language trade marks, including: <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>what they are; <\/li><li>their importance; <\/li><li>how to develop a Chinese language trade mark; and <\/li><li>important lessons learned from a prominent case.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">1. What is a Chinese Language Trade Mark?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A Chinese language trade mark refers to the Chinese language version of your English trade mark. Where brands do not develop Chinese language trade marks themselves, consumers will likely refer to the brand by a Chinese name. This makes it important that you develop and register a Chinese language trade mark for your brand and register it before entering the Chinese market.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. Importance of Chinese Language Trade Marks<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">You cannot overlook the importance of Chinese language trade marks, with several benefits to having one. For example, one of these benefits is the marketing aspect. Therefore, appealing to consumers in China will be much easier with a memorable Chinese language trade mark.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Chinese language trade mark is also an excellent way to prevent others from copying your trade mark. It is not unheard of in China for people to apply for trade mark registration for Chinese language trade marks of foreign brands, enabling them to sell counterfeit products. Having a Chinese language trade mark provides an excellent channel for <a href=\"https:\/\/trademark-registration.com.au\/protection\/trade-mark-infringement\/\">preventing such infringement<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3. Developing a Chinese Language Trade Mark<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The Latin alphabet is not widely used in China, resulting in several options for developing a Chinese language trade mark. You can find the different options for developing a Chinese trade mark in the table below:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td>Literal translation<\/td><td>If your trade mark has a Chinese equivalent in the dictionary, you will be able to translate it literally. For example, personal care brand dove could use \u767d\u9e3d (literal meaning: dove).<\/td><\/tr><tr><td>Transliteration<\/td><td>Transliteration refers to directly translating the sound of a word. For example, the French luxury fashion house Dior is called \u8fea\u5965 in China (pronounced \u2018di ao\u2019).<\/td><\/tr><tr><td>Loose translation<\/td><td>If your trade mark does not have a Chinese equivalent in the dictionary, you can also choose to loosely translate it while adapting to the Chinese language.<\/td><\/tr><tr><td>Creative translation<\/td><td>You can choose to adopt a creative brand name in China that has a limited resemblance to your original trade mark. This is a good way to adapt your trade mark to be more familiar to Chinese consumers.<\/td><\/tr><tr><td>Combination<\/td><td>Combining transliteration and translation is a unique way to maintain the essence of your original trade mark while appealing to Chinese consumers. The most famous example of this is Coca-Cola\u2019s trade mark \u53ef\u53e3\u53ef\u4e50 in China (pronounced \u2018ke kou ke le\u2019). This maintains the sound of Coca-Cola while incorporating the Chinese words for \u2018happiness\u2019 and \u2018delicious\u2019.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">4. Penfolds Trade Mark in China<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Treasury Wine Estates is an Australian global winemaking and distribution company based in Melbourne. They are widely known for making Penfolds wine. When expanding into China, Penfolds registered their English name \u2018Penfolds\u2019. However, they did not consider seeking protection for the Chinese transliteration of their name (\u2018Ben Fu\u2019).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When a Chinese businessman registered three versions of the Chinese language name, Penfolds\u2019 business in China was disrupted. Chinese hotels removed Penfold wines, with hotel owners having concerns they would be involved in a trade mark dispute. Treasury Wine Estates took legal action against the businessman, and the Chinese language trade marks were cancelled after the businessman failed to show genuine use of the trade mark.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While the courts decided in favour of Treasury Wine Estates, the dispute disrupted their business for a period of time. This serves as a critical reminder to <a href=\"https:\/\/trademark-registration.com.au\/protection\/ignoring-brand-protection\/\">seek trade mark protection<\/a> for a Chinese language version of your trade mark before conducting business in China.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Key Takeaways<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As Australia\u2019s largest trading partner and providing access to a population of nearly 1.4 billion people, expanding your business to China is a critical consideration. As with all business decisions, you need a strategy, including a <a href=\"https:\/\/trademark-registration.com.au\/protection\/5-tips-from-lawyer-managing-ip\/\">strategy for your intellectual property<\/a> (IP). For example, some things to know about Chinese language trade marks include:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>what a Chinese language trade mark is;<\/li><li>the importance of Chinese language trade marks;<\/li><li>how to develop a Chinese language trade mark; and&nbsp;<\/li><li>the lessons learned from Penfolds.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">If you need help developing an IP strategy in China or <a href=\"https:\/\/trademark-registration.com.au\/applying-for-an-overseas-trademark\">registering a Chinese language trade mark<\/a>, our <a href=\"https:\/\/trademark-registration.com.au\/trademark-lawyer\">experienced trade mark lawyers<\/a> can help. Get in touch with them on <span class=\"AVANSERnumber\"><a href=\"tel:+611300657423\" class=\"dynamic-number\">1300 657 423<\/a><\/span> or by filling out the form on this page.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Frequently Asked Questions<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1625708429780\"><strong class=\"schema-faq-question\"><strong>What is a Chinese language trade mark?<\/strong><\/strong> <p class=\"schema-faq-answer\">A Chinese language trade mark refers to the Chinese language version of your English trade mark. This may be a translation, transliteration, loose translation, creative translation, or a combination of the translation and transliteration of your English trade mark.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1625708440781\"><strong class=\"schema-faq-question\"><strong>Why do I need a Chinese language trade mark?\u00a0<\/strong><\/strong> <p class=\"schema-faq-answer\">There are a number of benefits of having a Chinese language trade mark. This includes appealing to Chinese consumers, preventing trade mark infringement, and easily enforcing your trade mark rights.<\/p> <\/div> <\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>China is Australia\u2019s largest trading partner, with two-way trade between China and Australia contributing to more than 24% of Australia\u2019s total trade for the 2017-18 financial year. Therefore, when developing your business and determining its growth, you must account for potential expansion into China and the best way to protect your trade mark when doing [&hellip;]<\/p>\n","protected":false},"author":13267,"featured_media":4172,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","editor_notices":[],"footnotes":""},"categories":[97],"tags":[122,133,151,169,269],"class_list":["post-5338","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-overseas-application","tag-medium-business","tag-trade-mark-registration","tag-overseas-trade-mark","tag-large-business","tag-chinese-language-trade-mark"],"acf":[],"yoast_head":"<!-- This site is optimized 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Registration"},"image":{"@id":"https:\/\/trademark-registration.com.au\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/trademark-registration.com.au\/#\/schema\/person\/9c6fb29bc5cc2f7f8385fb0915dfcba1","name":"Emily Young","image":{"@type":"ImageObject","inLanguage":"en-AU","@id":"https:\/\/secure.gravatar.com\/avatar\/6e57e391e46a395b7511347ef5222ffe93d07aace237faa9d7a50c47630d2234?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/6e57e391e46a395b7511347ef5222ffe93d07aace237faa9d7a50c47630d2234?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/6e57e391e46a395b7511347ef5222ffe93d07aace237faa9d7a50c47630d2234?s=96&d=mm&r=g","caption":"Emily Young"},"description":"Emily is a Legal Content Writer at LegalVision, where she is able to combine her interests of writing and the law. She graduated with a Bachelor of Laws (Hons) from Bond University in 2018.","url":"https:\/\/trademark-registration.com.au\/author\/emilyyoung\/"},{"@type":"Question","@id":"https:\/\/trademark-registration.com.au\/overseas-application\/chinese-language-trade-marks\/#faq-question-1625708429780","position":1,"url":"https:\/\/trademark-registration.com.au\/overseas-application\/chinese-language-trade-marks\/#faq-question-1625708429780","name":"What is a Chinese language trade mark?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"A Chinese language trade mark refers to the Chinese language version of your English trade mark. This may be a translation, transliteration, loose translation, creative translation, or a combination of the translation and transliteration of your English trade mark.","inLanguage":"en-AU"},"inLanguage":"en-AU"},{"@type":"Question","@id":"https:\/\/trademark-registration.com.au\/overseas-application\/chinese-language-trade-marks\/#faq-question-1625708440781","position":2,"url":"https:\/\/trademark-registration.com.au\/overseas-application\/chinese-language-trade-marks\/#faq-question-1625708440781","name":"Why do I need a Chinese language trade mark?\u00a0","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"There are a number of benefits of having a Chinese language trade mark. 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