Chinese character marks in the eyes of the European public

This article discusses if the growing number of Chinese brands expanding to Europe has led to an increase in the number of Chinese character EUTMs. It offers insights into the possible hurdles to the registration of a Chinese character EUTM. Are there any distinctiveness concerns for Chinese characters specifically? And how is the issue of descriptiveness dealt with?

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First published in: European Intellectual Property Review, 2017 39 E.I.P.R. 764 - 769

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