WIPO China: Guide to International Trademark Searches
在当今全球化浪潮中，品牌的重要性日益凸显。作为品牌核心要素之一，商标在出海企业的竞争力中扮演着关键角色。对于资源有限的中小企业而言，一个强有力的商标不仅能够有效区分与竞争对手的产品，还能在国际市场中树立独立形象，为企业的可持续发展和全球化战略奠定坚实基础。
In today’s wave of globalization, brands are becoming increasingly important. As one of the core elements of brands, trademarks play a key role in the competitiveness of enterprises going abroad. For small and medium-sized enterprises with limited resources, a strong trademark can effectively differentiate products from those of your competitors and establish an independent image in the international market, laying a solid foundation for its sustainable development and globalization strategy.
什么是商标
What is a trademark
商标是能够将一家企业的商品或服务与其他企业的商品或服务进行区分的显著标志，文字、图形、字母、数字、三维标志、颜色组合和声音等，均可以作为商标。商标是受保护的知识产权。
A trademark is a distinctive sign capable of distinguishing the goods or services of one enterprise from those of other enterprises. Words, graphics, letters, numerals, three-dimensional symbols, color combinations, and sounds can all constitute trademarks. Trademarks are protected by intellectual property rights.
企业应拥有自己的商标
Businesses should have their trademarks
商标不仅是企业的面孔，更是其声誉和价值的载体。在竞争激烈的全球市场中，一个独特且易于识别和记忆的商标可以加深消费者对品牌的印象，令品牌脱颖而出。
A trademark is not only the face of a business but also the carrier of its reputation and value. In the highly competitive global market, a unique, easily recognizable and memorable trademark can deepen consumers' impression of a brand and let it stand out.
同时，商标可以保护品牌的独特性，增强品牌辨识度，商标一旦注册成功，企业就拥有了该商标的独家使用权，防止他人仿冒。此外，作为无形资产，商标传递了企业对产品质量和服务承诺的保证，提高企业的市场价值。
At the same time, a trademark can protect the uniqueness of a brand and enhance brand recognition. Once a trademark is successfully registered, the enterprise owns the exclusive right to use it to prevent others from imitating it. In addition, as an intangible asset, a trademark conveys the enterprise's commitment to product and service quality and enhances its market value.
中小企业若想成功出海，在全球实现商标保护，那么国际商标注册不但可以为企业的国际化扩张提供知识产权的法律保护，企业品牌还可以在不同市场也能保持品牌的统一性，提高企业的竞争力及品牌价值。
For a small and medium-sized enterprise that wants to go abroad and obtain trademark protection globally, an international trademark registration can help secure legal protection of intellectual property rights for its global expansion, maintain the unity of the enterprise brand in different markets, and improve its competitiveness and brand value.
通过在目标国家或地区注册商标，企业可以在全球范围内保护品牌免受侵犯和滥用，为拓展和成功发展全球业务奠定坚实基础。商标一旦进行国际申请并获得保护，企业可以减少竞争对手在不同国家及地区使用相同或相似商标时产生的侵权风险及经济损失。
By registering a trademark in a target country or region, an enterprise can protect its brand from infringement and misuse internationally, laying a solid foundation for the expansion and development of its global business. Once a trademark has been filed and protected internationally, an enterprise can minimise the risk of infringement by competitors using the same or similar trademarks and the ensuing economic loss in different countries or regions.
商标是地域性权利——商标只在注册的国家或地区受到保护。由世界知识产权组织（WIPO）管理的马德里体系为在全球多个国家或地区注册和管理商标提供了一个方便、经济的解决方案。
It is important to know that trademarks rights are territorial rights— they are only protected in the countries or regions where they are registered. The Madrid System, administered by the World Intellectual Property Organization (WIPO), provides a convenient and cost-effective solution for registering and managing your trademarks in multiple countries or regions worldwide.
使用全球品牌数据库检索不同国家
和地区的商标
Searching for Trademarks in different countries
and regions with the Global Brand Database
在申请注册商标时，如果该商标的名称、图案或设计与已经注册或正在申请中的商标相同或相似，那么这个商标将不被允许注册。因此，在申请商标注册之前，进行全面的检索至关重要。通过识别近似或相同的商标来避免与申请商标冲突，有助于优化申请策略。
When applying for a trademark registration, if the name, pattern, or design of the trademark is identical or similar to a trademark that has already been registered or applied for, then the trademark cannot be registered. Therefore, it is crucial to conduct a thorough search before applying for trademark registration. Identifying similar or identical trademarks with the mark to be applied to avoid potential conflicts can help optimize the trademark application strategy.
全球品牌数据库 (https://branddb.wipo.int/zh) ，也可以在eMadrid中查阅，可以帮助检索目标市场中已有的近似或相同商标，以便制定品牌战略，避免浪费时间和申请成本。
The Global Brand Database (https://branddb.wipo.int/en/), also available under eMadrid, can help enterprises check for existing similar or identical trademarks in the target market and make a proper branding strategy to avoid wasting time and filing costs.
该数据库涵盖多个来源的品牌数据，如国家和地区商标局的数据以及通过马德里体系注册的商标。
The database covers brand data from several sources, such as the data of national and regional trademark offices and trademarks registered through the Madrid System.
图：WIPO | Photo：WIPO
如何利用全球品牌数据库检索国际商标呢？我们一起来看看五种常见的检索方式吧！
How can we search for trademarks with the Global Brand Database? Let's take a look at 5 common ways of searching!
1. 通过号码查找
1. Search by number
号码搜索包括快速搜索和高级搜索。使用高级检索，可以选定号码的类型，如申请号、注册号或优先权号。因此如果你已经知道商标号码的类型，高级搜索是更佳的选择。
The search by number includes a quick search and an advanced search. With the advanced search, you can select the type of number, such as the application number, the registration number, or the priority number. Thus, the advanced search is a better choice if you already know the type of trademark number.
2. 通过名称查找
2. Search by brand name
如果你有心仪的商标名称，想要检索目标市场中现有的近似或相同商标，那么可以在全球品牌数据库通过快速搜索，品牌名搜索和高级搜索这三种方式进行商标查找。
If you have a brand name in mind and want to search for similar or identical existing trademarks in your target market, then you can conduct a trademark search in the Global Brand Database through three ways: quick search, brand name search, and advanced search.
3. 通过商品和服务分类查找
3. Search by goods and services
如果你对某一市场感兴趣，想要检索该市场中已有的商标，那么你可以通过商品和服务分类查询相关商标。
If you are interested in a particular market and want to search for existing trademarks in that market, then you can search for relevant trademarks through the goods and services classification.
4. 通过品牌标志查找
4. Search by Brand Logo
“按品牌标志查找”功能利用人工智能商标图形检索技术，能够让潜在近似商标的查找结果更精确。
The “Search by Brand Logo” function utilizes artificial intelligence trademark graphical search technology to enable narrower and more accurate search results for potential similar trademarks.
5. 组合式检索
5. Combined search
当检索条件为两个及两个以上时，全球品牌数据库提供了筛选器功能和高级搜索以实现组合式检索。
The Global Brand Database provides a filter function and an advanced search for combined searches when two or more search criteria are used.
另外，通过商标代理人或律师为您进行全面的商标可注册性检索也是一个不错的选择。
Alternatively, it would be a good idea to get trademark agent or attorney to conduct a full trademark clearance search for you.
商标是企业品牌价值的根基。WIPO的马德里体系为中国企业提供了一个高效、便捷的“一站式”国际商标保护方案，对于每一个有志于登上国际舞台的企业来说，马德里体系都值得深入了解和积极应用。
Trademark is the foundation of the enterprise’s brand value. WIPO’s Madrid system provides Chinese enterprises with an efficient and convenient “one-stop” solution for international trademark protection. It is worthy of in-depth understanding and active utilization for every enterprise that aspires to enter the global stage.
想要进一步了解马德里体系？对该体系如何运作有疑问？您可以参加我们为您量身定制的独家中文互动网络研讨会!
Want to learn more about the Madrid System? Have questions about how the system works? You can join our exclusive and customized interactive webinar in Chinese!
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