Nhung Mai Pham

In recent years, many businesses operating in Vietnam have chosen to use Chinese, Japanese, or Korean characters, or other non-Latin scripts. This trend is particularly common in sectors such as food and beverage, cosmetics, fashion, tea and coffee, and restaurants. However, many businesses encounter unexpected difficulties when filing trademark applications and are surprised to receive refusals or protection granted only on a very limited basis.

A corporate brand name is like a person’s name – a marker of identity that affirms credibility. As such, a brand name represents an enormous intangible asset for a business. For this reason, quite a few companies attempt to borrow someone else’s name. A notable recent trend is the borrowing of foreign brand names. We were recently asked to file a trademark application for a company in the beauty sector.

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