based on our analysis of the industry’s current thinking on the matter, the following are five key steps to successful brand expansion in China:

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- File Early: China’s first-to-file system for trademark registration, combined with the trademark office’s new push to speed up processing times, makes it essential for brand owners to file a mark well in advance of a Chinese brand introduction.

- File Often: Due to China’s unique single-class filing system, filing in only one category can leave brands vulnerable to squatters looking to claim marks in other categories.

Companies need to protect their brands across all sectors, not just those in which they are active. This means increased paper work but it also limits the potential for a trademark squatter to scoop up trademarks associated with non-traditional products.

- Think Three-Dimensionally: Successful Chinese trademarks need to address the country’s three linguistic elements of form, sound and meaning. The literal translation of a Western brand doesn’t always work. When it comes to creating a great Chinese trademark, it is essential to focus on what the brand means, how it looks, and how it sounds; this often requires a combination of translation and transliteration.

- Invest in Rigorous Anti-Counterfeiting Measures: The best way to fight counterfeiting is to implement a systematic approach to identifying the source of the problem. The time spent pursuing the leaders of counterfeiting practices will vastly outweigh the cost of systematically going after each individual infringer.

- Communicate with Customs: The front lines in the war against counterfeiting may lie in the customs offices. Educating agents about what to look for in copycat products makes their job spotting counterfeit goods easier.

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