A marketing institute based in Shanghai surveyed 400 young people in 2009. About 90% of the respondents thought Qiaodan Sports belongs to Michael Jordan, the Beijing Daily reported.

　　Even if Jordan loses the lawsuit, Chinese brands such as Qiaodan are not winners either.

　　The case reflects a big problem for Chinese brands—copycatting (盲目模仿), commented the Beijing Business Today.

　　Critics point out that Qiaodan Sports’ reputation and sales would receive a big blow, as customers are unwilling to be referred to as common buyers of copycat goods.

　　Trademark preemptive (抢先的) registration is a global issue. In some cases, it even has become a tool of business competition.

　　Shaolin Temple, for instance, found in 2004 that more than 1,000 brands containing “Shaolin” had been registered without the approval of the temple in the US, Japan and Europe.

　　To deal with that, the temple set up the Henan Shaolin Temple Industrial Development Co, to protect the temple’s intellectual property rights, Xinhua news agency reported.

　　The company has registered about 100 Shaolin-related brands in China and has applied to register “Shaolin” brands in over 100 countries, Xinhua said.

　　Companies with a global vision are fully aware of the importance of trademarks.

　　Although Facebook is inaccessible on the Chinese mainland, it has registered two Chinese trademarks in 2011 and an English trademark in 2007.

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