Start with what the business plans to do
Trademark planning starts with the activities a business conducts today and intends to conduct next. We consider brand names, graphic marks, packaging, products, sales channels and target markets together, looking both at current use and at the changes expected in the next phase.
A new brand needs a clear filing direction for its first products. An established brand adding categories, expanding channels or changing its identity needs to check how the new activities connect with existing rights. Businesses preparing for financing or a transaction also need to organise ownership, status and relevant restrictions for subsequent review and decisions.
Turn existing trademarks into a portfolio that supports decisions
A portfolio review goes beyond counting trademarks. It connects each representation with its application or registration records, rights holder, goods and services, and current status. Analysis should consider whether names in use match the recorded marks, whether new products have corresponding arrangements, and whether disputes, pledges or other restrictions affect the plan.
Against that baseline, core activities, related activities and future development plans are considered separately to identify matters requiring searches, further filings or investigation. Classes and specifications are selected around actual activities, balancing protection needs with future maintenance costs.
Put filings in a workable order
Where several marks, multiple products and a limited budget are involved, a plan should explain what to do first, why it comes first and what can proceed in stages. Liangma considers the business timetable, conflicts identified through searches and the level of risk to develop filing priorities and recommendations, including matters requiring a change of mark or further investigation.
For overseas markets, the specific country or region is identified first. Timing then takes account of existing local rights, available filing routes and coordination costs. Chinese domestic work and overseas arrangements are costed separately so that clients can see what each part of the budget covers.
Make the plan a basis for subsequent action
Planning deliverables cover a current portfolio inventory, class and mark analysis, a risk list, phased filing recommendations and a budget estimate. The plan should help decision-makers set priorities and allow brand, legal and product teams to work from the same information.
At the outset, the parties agree the search scope, trademarks and territories involved, report format and deliverables. Filing, dispute work and ongoing monitoring can then be connected through separate arrangements. Searches and planning inform decisions; application outcomes are determined through the relevant examination procedures.
