Since the codification of well-known trademark recognition in the 2001 version of the PRC Trademark Law, this legal term has taken on a mythical status – with Chinese companies clamouring for its commercial benefit, and foreign brand owners pursuing it like the Holy Grail.
Unlocking China's well-known trademark myth
The battle for well-known status ensues as foreign marks still find it difficult to secure recognition. The new Provisions merely reflect the current practice, and brand owners must bear in mind that well-known status is only one part of a wider trademark strategy
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