Vietnam

With a population of approximately 87 million people, Vietnam is a huge market for brand owners. Many Vietnamese are brand-savvy consumers and, as a result, major international companies have made long-term commitments to protecting and enforcing their trademark rights here. Chief among the challenges they face is the rampant problem of counterfeiting, with sophisticated counterfeit goods entering the market from China as well as being produced locally. However, commentators recognise that the Vietnamese authorities have made significant strides in tackling trademark infringement. Fortunately for rights holders, there is a wealth of talent among local and international firms in the market. Foreign firms file trademarks through local agents, due to legislation preventing them from doing so directly.