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Why Chinese Name?
China has a first-to-file system that requires no evidence of prior use or ownership, leaving registration of popular foreign marks open to third parties.
Foreign companies should register appropriate Internet domain names and Chinese language versions of their trademarks.
Source: U.S. Commercial Service

Prevention
Develop and register a Chinese language version, and do so throughout the other jurisdictions of Greater China, including Hong Kong, Taiwan, Macao and Singapore.
If you do not create a Chinese mark, the market will do so, creating a Chinese "nickname" for your product. Your company may not like the image this mark projects, or someone else in China may like it so much they register it in their own name, forcing you to buy it back.
Source: U.S. Embassy Beijing

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Press

KQED, Public Broadcasting for Northern California, Pacific Time: What's In a Brand Name?

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"For U.S. companies heading to China, translating a brand name can be a tricky business. A California wordsmith is helping companies find the right characters to sell their products in Asia."

Reported by Sasha Khokha. Date: Thursday, June 9, 2005

From English to Chinese

The Fresno Bee: "From English to Chinese: U.S. companies turn to Fresno man for help in translating brands, logos . . ."

By Robert Rodriguez. Photo by Richard Darby. Date: Tuesday, November 23, 2004

The Sacramento Bee: "Character reference: A Fresno man's company helps U.S. clients assure that their messages in Chinese don't get lost in translation . . ."

Date: Tuesday, November 30, 2004