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- Title
Lessons from Pfizer's Disputes Over its Viagra Trademark in China.
- Authors
CHOW, DANIEL
- Abstract
A basic lesson from Pfizer's trademark battles over Viagra in China is that if multinational companies (MNCs) have not already created a Chinese transliteration for their English-language trademarks, the Chinese media and Chinese consumers will immediately create one. The brand owner might then lose control or ownership of the Chinese transliteration as a trademark in China, which is exactly what happened to Pfizer's Viagra. Pfizer does not own the Chinese-language trademark by which Viagra is best known in China and in the entire Chinese speaking world. This lapse has resulted in a significant business loss for Pfizer. At least for global brands, U.S.-based MNCs may need to obtain a Chinese-language trademark registration in China before or at the same time that the brand owner launches its trademark or brand to the public in the United States. Obtaining a Chinese-language trademark before the English-language mark becomes public and the Chinese media subjects it to transliterations should allow the brand owner to establish its own Chinese-language transliteration for its English-language trademark and to exercise greater control over how the brand is presented in China.
- Subjects
CHINA; PFIZER Inc.; SILDENAFIL; INTERNATIONAL business enterprises; TRADEMARKS (International law)
- Publication
University of Maryland Law Journal of Race, Religion, Gender & Class, 2012, Vol 27, p82
- ISSN
1554-4796
- Publication type
Article