time-honored brands may not necessarily be used as trademarks. A time-honored brand can only be used as a trademark if it is defined as a brand with a long history, products, skills or services passed down from generation to generation, distinctive Chinese traditional cultural background and profound cultural background, which has been widely recognized by the society and formed a good reputation.

Legal basis

Notice of the Ministry of Commerce on Further Improving the Protection and Promotion of Chinese Time-honored Brands

(2) Strengthening the management of signs and plaques. The logo of China's time-honored brand has been registered with the official logo of the Trademark Office of the State Administration for Industry and Commerce, and its related rights belong to the Ministry of Commerce. The logo of a Chinese time-honored brand or words or graphics similar to the logo cannot be registered as a trademark. Chinese time-honored enterprises can use Chinese time-honored brand logos and characters in corporate promotional materials, and those used for product packaging or advertising should meet the requirements of relevant laws and regulations. No other organization or individual may falsely use the logo and characters of Chinese time-honored brands. It is necessary to strengthen the management of certificates and plaques of time-honored Chinese brands in strict accordance with the requirements of the Notice of the Ministry of Commerce on Printing and Distributing the Provisions on the Use of Signs of Time-honored Chinese Brands (Shanggaifa [27] No.137), and no organization or individual may make, forge, alter, sell or use them fraudulently. The hanging place of Chinese time-honored brand plaque should be consistent with the registered address in the business license of the enterprise, and chain enterprises should only be hung at the headquarters of the enterprise.