How Ferrero became well-known and went 3D in China
03 September 2010
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Virna Chung and Peter Ollier, Hong Kong
Konnie Zhu, head of legal for Ferrero in China, explained how brand owners can obtain well-known status and register three-dimensional trade marks yesterday
"I would strongly recommend a three-dimensional trade mark because it has a longer protection period and it can be renewed indefinitely," said Zhu, speaking on the second day of the Asia-Pacific IP Forum in Hong Kong.
Zhu gave her presentation after Ai-Leen Lim, a partner of Bird & Bird in Hong Kong, had outlined how companies can secure registration for three-dimensional trade marks.
Lim explained that three-dimensional trade mark can be used to protect trade dress, product packaging and product design. 
"Not many people are aware that three-dimensional marks can be used to protect such elements and this is actually a secret tool in your tool box if you use it effectively," she said.
Lim used examples to show what makes a three-dimensional trade mark registrable in China. Comparing successful and failed applications for different marks, such as the Sprite bottle, the Zebra pen and the Zippo lighter, she...
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