China: trademark office recognizes and protects Ferrari

Ferrari is the first Made in Italy symbol to which the Chinese Trademark Office has awarded the coveted 'well-know trademark' status, a protection that is much stronger than the simple registration of a trademark.

Thanks to this recognition, which equals 45 registrations (the number of possible classes of goods), no-one in the whole of China can produce or sell a single sock, perfume or gadget with the symbol of the Maranello car manufacturer.

Only a few brands have requested and obtained recognition through the courts: 26 in the latest round of decisions by the Trademark Office, 10 of which were non-Chinese and include Jaguar, Walt Disney, McDonald's, Lancôme, Motorola and Dupont.

This type of very strong protection can be obtained in the framework of judicial or administrative cases. Previously, it was possible to make a 'peaceful' request for recognition, but only 300 companies were successful, and they were all strictly Chinese.

The Chinese Trademark Office is stringent: the applicant is required to provide proof of 'obvious fame' in a country of one billion, three hundred million people, it takes into account such factors as a company's commitment to investing in the country (with a return in terms of earnings and employment), references to press campaigns and television spots on the China Central Television network. And that is not all. Rituals are also welcomed, such as the filmed documentation of ceremonies and the public signing of contracts in the presence of the local authorities.

(Source: Il Sole 24 Ore)