Protection and Management of Trademark of "Confucius Institute"

Abstract: Confucius Institute Headquarters which are named “Hanban” is a public sector belonging to Chinese Ministry of Education, taking charge of 495 overseas Confucius Institutes all over the world. As a famous Chinese... [ view full abstract ]

Abstract: Confucius Institute Headquarters which are named “Hanban” is a public sector belonging to Chinese Ministry of Education, taking charge of 495 overseas Confucius Institutes all over the world. As a famous Chinese brand, Confucius Institute plays the leading role in the expansion of Chinese Culture to the overseas’ markets by spreading Chinese culture and displaying Chinese soft capacity.
However, as a public sector, how to manage the “Confucius Institute” trademark go to the overseas’ market and how to protect Intellectual property are a brand-new task for Confucius Institute Headquarters. This paper finds three lessons from this case. First, public institution should take the strategic view then make trademarks registered in advance; Secondly, they should build their trademark manage system for renewal and prevent of infringement; thirdly, they should try their best to prevent the well-known trademark dilution. And most of all, they should learn to balance the market orientation and the essence of public sector.