At present, the new start of intellectual property has attracted more people's attention. In intellectual property, trademarks are extremely reused, and trademark transactions such as trademark registration, trademark transfer, trademark purchase, and trademark trading are extremely popular. It is precisely because our country has promoted trademark law in recent years that Chinese people are paying more and more attention to trademarks. For enterprises and self-employed individuals, trademarks have become a must-have rather than an optional one.

We all know that trademarks are the main manifestation of distinguishing product categories, company nature, product quality, and protecting the brand. What many people don’t know is that a trademark is an intangible asset that can be used for trademark transfer, trademark licensing, and mortgage. Taking the well-known iPad trademark dispute, many of us believe that Proview is a 'malicious registration'. But as the evidence continues to emerge, in fact, long before Apple released the iPad, Proview had made a product called iPad and registered the global trademark of iPad. This was not a malicious registration. Does that mean Apple launched the iPad brand rashly without any market research? The answer is also no. Before Apple released the iPad, it had purchased the iPad trademark from Taiwan Proview through its secondary company in the UK, at a cost of nearly 35,000 pounds. However, Apple did not conduct a detailed review and neglected to mention that the ownership of the iPad trademark in the Chinese mainland market is in the hands of Shenzhen Proview, not Taiwan Proview.

From this case, we can see that before establishing a brand, a trademark must be registered or purchased to obtain brand protection. It is very unwise to promote a brand without a trademark, in case it is used by others. If you rush to register, you will lose more than you gain.

Therefore, brand creation requires a trademark first, and careful consideration needs to be taken when registering, including the services and trademarks that may be involved. All trademarks need to be registered at once to avoid the possibility that the trademark will not be available for new product development later.