Though I generally recommend foreign companies filing for trademarks in China avoid the Madrid system and file a national application – that is, an application directly submitted to the Chinese Trademark Office (CTMO) – the Madrid system does provide one minor advantage. National applications must include the applicant’s Chinese name, whereas Madrid applications have no such requirement. Companies often spend considerable time and money in determining their Chinese branding strategy, and rightfully so. The annals of advertising are filled with tales of inopportune translations when companies go abroad. Indeed, we work with marketing companies whose sole raison d’être is to help foreign companies with branding in China.
That being said, it’s no big deal if you haven’t come up with a Chinese name for your company but still want to file a trademark application in China. First, it’s important to distinguish between the Chinese name for your company and the Chinese name for your product. For some companies, the company name is the brand; for other companies, the company name is of little import. Second, and most importantly, an applicant’s Chinese name on a trademark application is solely used for internal purposes at the CTMO. It has no meaning, relevance, or effect in the outside world.
If you have already determined the Chinese name for your company, then by all means use it in the trademark application. But if you don’t have a Chinese name and you don’t have the time, money, or interest to create one, it doesn’t matter what name you choose. You will want to continue using that name for any further trademark applications (to maintain internal consistency). But in all other respects, it will be as if your company does not have a Chinese name, so when it comes time to select a Chinese name for use in commerce, you won’t be limited by your choice on the CTMO application.