The trade mark systems of many countries operate a first to file system, putting a legitimate brand owner on the back foot if someone else has registered their trade mark. This can leave the brand owner with an uphill battle to retrieve their brand. An extreme example of this was reported in The Daily Telegraph online:
"Manolo Blahnik has emerged victorious in a 22-year legal battle that prevented the luxury British shoemaker from selling in China.
The country’s highest court has now invalidated a trade mark using the shoemaker's name that has been owned by a Chinese businessman following years of legal wranglings."
The cost of battling for 22 years can only be guessed at, and to be fair. The morale of the story is simply to be the first for file for your trade marks in overseas markets. The international trade mark system makes this pretty straight forward to do. To arrange a discussion on this at a time to suit you please use: https://calendly.com/jdip/zoom-chat