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LimeGreenIP News

Total Brand Care: How to legally obtain your desired brand

Brands can use trademarks to gain a competitive advantage in today’s crowded marketplace.  An iconic trademark can be one of your biggest assets; a core component of your identity; and a practical solution to prevent others profiting from your success.  But navigating the complexities of trademark law around the world is a challenge for many brands.  The steps to obtain brand clearance vary across borders, so understanding the advantages and potential pitfalls of filing in each jurisdiction will allow you to succeed where others have failed.

In Episode Six of our Total Brand Care series, Julia Anne Matheson (Partner, Washington, D.C.) and Helen Xia (Partner, Beijing) talk to James Nurton about the benefits of registering marks; the difficulties that international brand owners face in China; and some of the biggest trends impacting trademark prosecution, including the rise of new technologies such as artificial intelligence.

Watch the full interview here.

You can find out more about our Total Brand Care offering on our website.


East Asia (comprising China, Japan, Korea and Taiwan) features prominently in the latest Brand Benchmarking report, while China specifically tops the list of challenging jurisdictions but also – more reassuringly – is rated as the country doing most to improve trademark protection. Read more here.