On December 16-17, World Trademark Review (WTR) held the China Brand Strategy 2021 online. With insights from both domestic and international brand owners, plus key government agency representatives, Brand Strategy China 2021 is a unique forum which drills down into best practice and draws on the unique perspectives of the visionaries at the forefront of the industry. Quality Brands Protection Committee of China Association of Enterprises with Foreign Investment (QBPC) supported the event. A number of QBPC member representatives attended the forum.
QBPC Chair Michael Ding made the keynote speech. He believed that with brand protection strategy becoming more crucial as part of the global strategy, businesses had strong demand for more strategic and cost-effective brand protection and management. He highlighted five aspects in brand strategy. First, fully understand the business strategy. Different business strategies will link to different brand protection measures. Second, work with business colleagues to figure out the opportunities and challenges. There are always risks and opportunities in running the business. It is especially important for legal department to figure out the risks and identify how IP can support. Third, closely follow up the latest changes in law and regulation as well as the best industrial practice, continuously to improve brand protection legal capability. Fourth, both internal and external communication are crucial, which will continuously improve IP awareness within the enterprise, maintain and strengthen brand reputation among customers and channels. Last but not least, to be “legal person with business sense”. Ensure the trust building and the smooth communication with business colleagues. Michael also mentioned the continuous efforts made by Chinese government on IP protection, which benefited brand owners a lot. However, strategically how to do a better brand protection strategy and maximize the value of brand to business was a continuously challenge as well as an opportunity for us. The forum could be a good chance for participants to learn more insights from each other and have a good takeaway.
The forum comprised six sessions across two half days. The theme of the first session was Keeping Up with the Law, which drilled down into the latest administrative, criminal, and civil law amendments and reveal how brands can adapt; With the theme of Embracing New Tools to Enhancing Protection, speakers from the second session discussed new issues coming from the digital world and how to utilize cutting-edge tools to counter theme; The theme of the third session was Combating Bad Faith. Trademark and brand protection experts explored the latest approaches to deal with bad faith filings in this session; The fourth session focused on Online Shopping, guests explored emerging challenges and provide tips on how to facilitate meaningful collaboration with different parties and stakeholders; Speakers from the fifth session mainly talked about Enforcement Within and Outside the Border, they shared how they successfully combat counterfeiters, nationally and internationally; During the last session, guests revealed effective and evolved strategies for a profitable and secure licensing programmed under the topic of Creating a Win-win Solution through Trademark Licensing.