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Programs and Events
Building brands abroad in the 21st Century

Building brands abroad in the 21st Century Seminar 

Thursday, January 22, 2015
Kerry Center
Beijing, China

Focused on Chinese corporations that seek to build strong brands outside China, the program starts with the practical aspects and business decisions of building brand capabilities (session 1) that lead to the need for international registration (session 2). Trademark owners can face serious threats to international expansion through instances of bad-faith registration, which only increase as squatters become aware of up-and-coming brands through the internet and international travel (session 3). In conclusion, a panel of experts will “Look Forward” at the best practices, the challenges and opportunities for brands.


1:00 pm–1:30 pm 
Welcome Remarks

Jiang Ruibin, CTA Secretary General
J. Scott Evans, Adobe Inc., INTA President
1:15 pm–2:30 pm 
New Challenges Building Brand Capabilities

  • How a brand is created or chosen.
  • Different models of brand development.
  • How the Internet can help/hurt a brand.

Katie Feng, Hogan Lovells

J. Scott Evans, Adobe Inc., INTA President
Karen Law, Alibaba
Iris Chao, Johnson & Johnson

Katie Feng, Hogan Lovells
J. Scott Evans, Adobe Inc., INTA President
Karen Law, Alibaba
Iris Chao, Johnson & Johnson
Zhao Lixia, Huawei

2:30 pm–3:00 pm  
Trademark Registration Part 1: Strategies in Overseas Markets: National, Madrid Protocol or CTM System?

  • Experiences in using different systems: national, CTM and Madrid Protocol
  • Comparison of the systems
  • Deciding which system to use


3:00 pm–3:15 pm    
Tea Break

3:15 pm–4:15 pm 
Trademark Registration Part 2: Chinese Experience with Bad-faith Registration in Overseas Markets

  • Bad-faith registration in Europe, Asia and US.
  • Avenues available to deal with instances of bad-faith.
  • Best-practices to prevent bad-faith registration.
  • The role of the internet in increasing the reach of squatters.

George Chan, Simmons and Simmons
Nie Xudong (聂旭东) of Jiangsu Hengshun Vinegar Industry Company Limited(江苏恒顺醋业股份有限公司) (member of Zhengjiang Vinegar Association)
Brand Owners

4:15 pm–5:00 pm   
Looking Forward: Conclusion Panel

  • Best practices for the growing company
  • Shared challenges/opportunities
  • How to deal with outside your home market – different cultures
  • The steps taken to add value to the brand, also from business point of view.

He Jing, Anjie Law Firm

Karen Law, Alibaba
Zheng Junwei, Geely

Registration and Information

Should you have any questions, please contact INTA’s China Chief Representative, Mr. Seth Hays at or Ms. Maysa Razavi at

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