In markets with large Chinese-speaking populations, the public often prefer to use a Chinese-language version of the trade mark, rather than the English language trade mark, because it is easier for them to pronounce.
If you have not established your own Chinese-language version of your trade mark, Chinese-speaking consumers will tend to adopt their own informal version of your English-language trade mark, which may then become the more valuable trade mark right in the market but which you will not own or have control over. This can be dangerous as the informal Chinese-language version of the trade mark that is adopted in the market may potentially convey a negative meaning or connotation which can adversely impact upon the value of your business. With this in mind, it is advantageous to proactively select and register a Chinese-language version of your trade mark in order to more effectively market to Chinese-speaking consumers and in order to control the meaning and perception of the Chinese-language version of the trade mark that is conveyed to the public.
Tips on selecting a Chinese-language version of your trade mark
When selecting Chinese characters for the Chinese-language version of your trade mark, you should ideally combine both a positive meaning and phonetic similarity in major dialects, including Cantonese and Mandarin. Also, depending upon the particular market in which you will be using the trade mark, either traditional or simplified Chinese characters may be more appropriate. However, if possible, protection of a Chinese-language version of the trade mark in both traditional and simplified Chinese characters is advisable.