Registering a Vietnamese Brand Abroad: US, China, EU and ASEAN

As Vietnamese businesses expand into export markets, protecting their trademarks abroad becomes essential. A trademark registered in Vietnam only provides protection within Vietnam, so separate steps are needed to secure rights in each target market. This article outlines the main routes and considerations.

Two main routes to foreign protection

Businesses generally have two options for protecting a mark overseas:

• Filing directly with the national or regional trademark office of each country, following that jurisdiction's own procedures.
• Filing an international application through the Madrid System, which allows a single application to cover multiple member countries.

The right choice depends on how many markets are involved and whether those markets are Madrid members.

Considerations by market

Each major market has its own features to keep in mind:

• United States — applicants must indicate a basis for filing and, over time, provide evidence of use to maintain the registration.
• China — a first-to-file jurisdiction where early registration is important to avoid pre-emptive filings by others.
• European Union — a single EU trademark can cover all member states through the EU Intellectual Property Office.
• ASEAN — most member states can be reached through Madrid or through national filings, with local rules varying by country.

Planning ahead

Before entering a market, it is prudent to conduct a clearance search to check availability, confirm the correct classification, and consider registering local-language or transliterated versions of the mark where relevant. Filing early, before goods reach the market, reduces the risk of conflicts.

Frequently asked questions

Does my Vietnamese registration protect me abroad?

No. Trademark rights are territorial, so you need separate protection in each country or region where you operate.

Should I register in local language characters?

In markets such as China, registering a local-language version alongside the Latin-character mark is often advisable to prevent third parties from claiming it.

Can I use my Vietnamese application as a basis for Madrid?

Yes, a Vietnamese application or registration can serve as the basis for an international application through the Madrid System.

How LTV Law helps

LTV Law advises Vietnamese businesses on overseas filing strategy, coordinates searches and manages international and national applications in export markets — contact our team.

This article is for general information only and does not constitute legal advice.