Shaanxi is following a number of other provinces by formulating its own trademark strategy to help transform local industry and stimulate economic growth.

"As a key part of intellectual property, trademarks are now more than a symbol of a company," said Li Zhongwei, director-general of the provincial administration of industry and commerce.

"They have turned into intangible assets representing core competitiveness, which integrate marketing concepts, quality control systems and innovation in companies."

The local government announced a guiding opinion in March that set a target of 70,000 trademarks in the province by 2020. The plan also calls for 100 nationally well-known trademarks and 3,500 provincially famous brands.

To reach the goal, the administration cooperated with international organizations to host a series of conferences including lectures about the Madrid system for international registration of trademarks held in conjunction with the World Intellectual Property Organization.

The administration has also offered awards for companies with established brands. "The government will award 1 million yuan ($150,000) to each nationally well-known brand," Li said.

The policy also encourages development of trademarks on farming products.

"Each industry and commerce bureau branch in the province should register at least one agricultural trademark a year and help to apply for famous trademarks," Li noted.

The move has helped companies and farmers realize the value of trademarks and supported the growth of agriculture, he said.

Over three years the province added 1,899 agricultural trademarks, 40 more than the total before 2006. In the first half of this year, 1,370 applications were filed.

As a result, Shaanxi's administration was "appointed by the State Administration of Industry and Commerce to attend a high-end international seminar organized by the Asia-Pacific Economic Cooperation to share our experiences", Li said.

China Daily

(China Daily 11/10/2010 page17)