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Panoramic shot of Quingdao

Brands and the Madrid International Trademark System

Commemorating the 125th Anniversary of the Madrid System

Since its inception, the Madrid System has become the system of choice for protecting marks internationally, with over one million marks registered and 98 members representing 114 countries.

The "Brands and the Madrid International Trademark System" event took place on November 15 and 16, 2016, in Qingdao, China. The occasion commemorated 125 years of the Madrid System, and highlighted the System’s growth as it continues to support multinationals, SMEs and entrepreneurs across the globe.

The event was organized by WIPO in cooperation with the State Administration for Industry and Commerce of the People’s Republic of China (SAIC) and the People’s Government of Shandong Province, with assistance from the Qingdao City Government of Shandong Province.

Shot of the podium during the event
(Photo: WIPO)

Day one – Global Development of Brands and the Madrid System

Madrid System members and experts offered insights into the System’s evolution over the last 125 years, including its role in trade facilitation and economic development, experiences in joining and operating under the System, and perspectives on its use to support trademark owners in protecting and promoting their brands worldwide.

Participants were welcomed by His Excellency Mr. Guo Shuqing, Governor of Shandong Province. His Excellency Minister Zhang Mao of SAIC and WIPO Deputy Director General Ms. Wang Bingying were the keynote speakers.


Session one: 125 Years of the Madrid System – A View from Members

The Madrid System has evolved over the last 125 years to become the world’s preeminent international trademark registration system. 

Members shared their views on key developments that have helped to create a convenient and cost effective system for trademark owners seeking to protect and maintain their marks worldwide.

Moderated by Marcus Höpperger Director, Madrid Registry, WIPO


Ms. Ana Cariño Fraisse

Technical Adviser, Support Unit, Spanish Patent and Trademark Office (OEPM), Madrid, Spain

Dr. Carolin Hübenett

Head, International Registrations Team, German Patent and Trade Mark Office (DPMA), Munich, Germany

Ms. Larisa Boroday

Deputy Head, Trademark Examination Department, Federal Service for Intellectual Property (ROSPATENT), Moscow, Russian Federation

Mr. Miguel Angel Margain

Director General, Mexican Institute of Industrial Property (IMPI), Mexico City, Mexico

Ms. Benita Aileen V. Villapando

Intellectual Property Rights Specialist III, Bureau of Trademarks, Intellectual Property Office of the Philippines (IPOPHIL), Taguig City, Philippines

Mr. Joel Blank

Intellectual Property Attaché, Patent and Trademark Office (USPTO), United States Department of Commerce, Beijing, China

Mr. Masatoshi Otsuka

Deputy Director, Trademark Division, Japan Patent Office (JPO), Tokyo, Japan

Mr. Nikoloz Gogilidze

Chairman, National Intellectual Property Center (Sakpatenti), Mtskheta, Georgia

Session two: The Madrid System and Economic Development

The Madrid System supports the facilitation of effective trade. This panel reflected on the System’s vital role in trade and economic development.

Moderated by Tao Junying, Senior Counsellor, Madrid Registry, WIPO


Mr. Zhou Hao

Head, Data Development Section, Economics and Statistics Division, WIPO

Mr. Huang Longhua

Vice-Major, Qingdao Municipal Government



Mr Günther Marten

IP Attaché (Beijing), European Union Intellectual Property Office (EUIPO), Alicante, Spain

Mr. PYUN, Young-Sug

Division Director, Patent Attorney, Convergence Trademark Examination Division, Young-Sug, Korean Intellectual Property Office (KIPO), Daejeon Metropolitan City, Republic of Korea

Mr. Abderrahim Jallaoui

Head, Opposition and New Distinctive Signs Unit, Moroccan Industrial and Commercial Property Office (OMPIC), Casablanca, Morocco

Mr. Önder Erol Ünsal

Trademark Expert, Member of Re-examination and Evaluation Board, Turkish Patent Institute (TPI), Ankara, Turkey

Mr. Christopher Joel Kiige

Director (Industrial Property), African Regional Intellectual Property Organization (ARIPO), Harare, Zimbabwe

Mr. Rory Voller

Deputy Commissioner, Companies and Intellectual Property Commission (CIPC), Pretoria, South Africa


Session three: Expanding into New Markets

Current and future members offered views on preparing to join or operating under the System.

Moderated by Matthew Forno, Senior Counsellor, WIPO


Ms. Celia Poole

General Manager, Trade Marks and Designs Group, IP Australia, Woden ACT, Australia 

Ms. Jacqueline Taylord Heliang

Head, Legal Department, African Intellectual Property Organization (OAPI), Yaoundé, Cameroun

Mr. Seng Hong

Head, International Mark Registration Division, Department of Intellectual Property, Ministry of Commerce, Phnom Penh, Cambodia

Mr. Tanapote Ekkayokkaya

Head, Trademarks Division, Department of Intellectual Property (DIP), Ministry of Commerce, Nonthaburi, Thailand

Mr. José Luis Londoño Fernández

Deputy Superintendent for Industrial Property Affairs, Superintendency of Industry and Commerce (SIC), Ministry of Industry, Commerce and Tourism, Bogotá, Colombia

Mr. Rogelio Canales Chávez

Executive Director, National Center of Registries (CNR), San Salvador, El Salvador

Session four: Supporting Global Branding

User associations provided perspectives on the use of the Madrid System to support trademark owners in protecting and promoting their brands internationally.

Moderated by Mr. Yang Yixin, Director General, Administration for Industry and Commerce of Shandong Province


Dr. Huang Hui

Senior Partner, Wan Hui Da, International Trademark Association (INTA), Beijing, China

Mr. Jean-Pierre Maeder

Attorney-at-Law, Former Group Head of Trademarks and Special Delegate, Intellectual Property Advocacy, Nestlé, Vevey, Switzerland

Mr. Wang Peizhang

Secretary General, China Trademark Association (CTA), Beijing, China

Mr. Wang Ruiyong

Vice President, Tsingtao Brewery Company Limited, Qingdao, China

Day two – Companies in Qingdao using the Madrid System to help safeguard their brands

SAIC invited all attendees to participate in a special visit to the Qingdao offices of Haier Group on the morning of Wednesday November 16, 2016.

About Haier Group

Since its establishment in 1984, Haier Group has become the world leader in household appliances. After acquiring Sanyo’s white goods business in Japan and South East Asia in 2011, and purchasing New Zealand-based Fisher & Paykel Appliances in 2012, Haier continued its global expansion by signing a memorandum of strategic cooperation with GE earlier this year to integrate GE’s home appliances business.

Today, Haier has set its sights on becoming a leading Networked Enterprise, building e-commerce “ecosystems” and co-creating value for all stakeholders. Haier’s global brands include Haier, Casarte, Goodaymart, AQUA, Fisher & Paykel (F&P) and Leader.