For our client UPS, Eligon secured official recognition of its Chinese mark as a Beijing Key Trademark for Protection by the Beijing Trademark Association (BJTA).
The Challenge
In China, formal recognition programs, such as the BJTA Key Trademark Protection List, are administered at the local level and operate without a centralized national framework. As a result, recognition is selective and requires a strong evidentiary showing of reputation and use. For international logistics brands, this can be particularly important where distinctiveness challenges and enforcement constraints arise in practice.Eligon Strategy
Eligon advised on and executed a targeted recognition strategy, focused on building a persuasive record of LHBG’s reputation and commercial presence in China. The approach was designed not only to secure inclusion in the BJTA program, but also to generate evidence that can be leveraged across prosecution, enforcement, and litigation matters.The Result
The BJTA approved the application following review and public notice, with no objections filed. The recognition is now final and effective. UPS’s LHBG mark was recognized alongside a select group of globally recognized brands included in the same program cycle, including:- Disney
- Mercedes-Benz
- OLAY
- Red Bull
- LEGO
Why This Matters
The designation provides practical advantages in China, including:- Enhanced administrative and judicial support in enforcement actions
- Authoritative recognition of brand reputation, particularly valuable in overcoming distinctiveness-related challenges
- Persuasive evidentiary support in oppositions, invalidations, and ongoing appeals