How brands build consumer trust across different generations and countries

Lusheng Press Editor

28 Jun 2019

The 11th China Trademark Festival will take places in Yinchuan this year

Rouse and Lusheng law firm will cooperating with INTA to hold a Forum at China Trademark Festival which host by China Trademark Association, it will take place in Yichuan, China on 5-8 July.Introducing the team who will be in Yichuan in July.

2019 CTA Attendees list

Adelaide Yu


Theresa Mak


Genie Huang


May Zhang


Xu Yi


Amanda Yang


Meryl Wang


Andrew Cao


Tracy Cui


Wang Jing


Alice Hou


Zoe Liu


Carla Guo


We are delighted that our principal of Trademark Team, Lusheng Law firm, Member of the rouse network, Amanda Yang, has been invited to as forum’s moderator.

Forum’s agenda as following:

Topic: How brands build consumer trust across different generations and countries

Global brands need to reach out to consumers crossing different generations and spanning different countries.  How do they successfully achieve this whilst maintaining brand integrity?   

Panellists will explore these concepts as they relate to trademark, copyright and advertising laws in the US and China will offer insight on the following questions:

  • How does the promotion of a global brand differ across generations?
  • How does the promotion of a global brand differ between China and US?
  • Is there a pattern or trend in trademark use and protection compared to 10 years ago?  Shorter campaigns and activations?
  • What issues have use of social media or use of slogans / slang?  Do the current trademark and advertising laws provide enough protection? 
  • What are the challenges faced by trademark departments in head office versus local office?
  • What are the challenges faced by a Chinese brand going abroad for the first time?


Time: Saturday, July 6 th, 1:30 pm – 3:30pm

Venue: VIP Reception Hall 2, Yinchuan International Convention Center Hotel


Amanda Yang, Principal, Trademark Team, Lusheng Law Firm, Member of the Rouse Network



1:30 pm – 1:40 pm  


David Lossignol, INTA 2019 president

1:40 pm – 2:00 pm   

Inheriting 130 years of British Spirit

Lexie Morris,General Manager-China,Whittard 

2:00 pm -2:20 pm   

How to Build a Strong Brand Image in China

Angela Shi, Senior Brand Protection Manager, New Balance

2:20 pm – 2:40 pm  

Inheriting and Transforming, Creating World-class Excellent Brand

Guo Chenhui, Director of Intellectual Property, Suning Yigou Group Co., Ltd.

2:40 pm – 3:10 pm   Group Discussion

3:10 pm -3:25 pm     Q&A

3:25 pm 3:30 pm      Closing remarks

To find out more about the conference, please click here