Legal fights over brand names heat up as tensions rise between the two superpowers
The long-running trade troubles between China and the United States have taken a new turn this time over something as basic, yet powerful, as brand names. A trademark war is now unavoidable between the two global giants, and it’s creating stress for businesses caught in the middle.
On one side, the U.S. is blaming Chinese companies for registering American brand names before the original companies can, frequently to sell, lay off or block their entry into China. On the other hand, China is calling out American companies for “squatting” on trademarks claiming names in China without actually using them for business.
This tug-of-war escalated when a Chinese court ruled against a major American fashion brand, giving the rights to its name in China to a local company. In the U.S., officials are now fixing down on Chinese products and applications, quoting intellectual property violations and unfair use of trademarks.
But this isn’t just a legal disagreement over names and logos. It’s part of a bigger picture—a reflection of the deepening distrust and economic competition between the two nations. And it’s forcing companies to reexamine how they operate globally.
This isn’t just a business issue anymore it’s become political,” said international trade expert Lisa Grant. “Companies are now having to navigate a minefield of rules, lawsuits, and shifting treaties.”
Multinational brands are already complaining to their legal teams, working with local experts, and trying to protect their names in both markets. The fear? Losing their brand identity in the world’s two biggest economies or being shut out altogether.
While trade talks between the U.S. and China are still happening off and on, this new trademark battle is making it difficult to find common ground. And the longer it drags on, the more it could impact global trade, consumer prices, and even how companies choose to innovate.
In this high-stakes battle over names, one thing is clear: the fight isn’t just about trademarks anymore it’s about power, influence, and who gets to lead the global economy.
