Advanz Fidelis IP Sdn Bhd

WTR Research

The WTR 1000 focuses exclusively on trademark practice and has firmly established itself as the definitive 'go-to' resource for those seeking world-class legal trademark expertise.

Bronze - Agencies

A reputable and reliable IP specialist, Advanz Fidelis is a safe pair of hands for any trademark-related matter. Its experts provide insightful counsel at every stage of the brand life cycle, creating value for service users in many ways, including identifying unseen IP assets and implementing strategies to develop and commercialise them. Its rigorously client-centric approach is apparent in its disputes practice, in which the focus lies on early, swift and satisfying resolution and not stoking the fire so that matters progress to costly proceedings. All members of the management strata, Jern Ern Chuah, Pui Keng Lim and Siew Ling Lee form a strong core to an excellent team: Chuah founded Advanz Fidelis and, though recently retired as CEO, continues to play a central role as one of the set’s top IP strategists. Lim captains the trademark group and does a superb job ensuring the delivery of a high-quality service. Lee supervises the advisory practice wherein she counsels patrons – including many Chinese-speaking companies – through their most challenging contentious issues.

Firm Profile

Advanz Fidelis IP Sdn Bhd is a corporation of IP specialists focused on all aspects of intellectual property. Since its creation in 2000, Advanz Fidelis has offered fully integrated IP services under one roof – from registration and portfolio management to advice on contentious matters, and from advisory and consultation to the implementation of policies relating to clients’ IP needs.

Strength in IP services

The people at Advanz Fidelis make up a well-rounded and technical team, allowing it to cover a broad range of industries. With expertise in a wide range of disciplines, Advanz Fidelis is specifically equipped to assist clients with all levels of IP development. The consulting arms of Advanz Fidelis are divided in four areas:

  • technical research and development;
  • legal and regulatory;
  • business advisory; and
  • commercialisation.

This enables Advanz Fidelis to be a leading, comprehensive provider of IP services.

The team at Advanz Fidelis comprises 30 professionals who come from a variety of backgrounds and include registered patent, trademark and industrial design agents, lawyers (non-practising), engineers, business advisers and commercialisation and accounting professionals.

Advanz Fidelis possesses a strong trademark team which regularly push the boundaries in IP prosecution strategies, resulting in a number of success stories for novel IP filings and registrations in Malaysia. The consulting team has also been very active, undertaking a large amount of dispute resolution work and negotiations, as well as acting in an advisory capacity. Of note is Advanz Fidelis’s involvement as IP adviser to the state of Sarawak and development of policies and frameworks for key government agencies.

Advanz Fidelis helps to develop IP strategies for clients by reviewing their IP portfolios and identifying how best to protect and commercialise existing and future intellectual property.

Advanz Fidelis’s strength also lies in its IP education services. Using an easy-to-understand view of intellectual property, it has been successful with its programmes, with attendees easily able to comprehend and appreciate key IP concepts.


What differentiates Advanz Fidelis from its competitors is its business-centric approach to intellectual property. Client advice is rendered from a business perspective, enabling clients to understand better the importance and benefits of intellectual property to their businesses. Advanz Fidelis is focused on ensuring that its end results have an enriching and beneficial effect on all of its clients.

Advanz Fidelis’s professionals have a wealth of experience spanning a diverse variety of topics. Aside from standard IP prosecution activities, Advanz Fidelis is involved in:

  • the creation and development of comprehensive training programmes;
  • IP portfolio auditing and strategy;
  • negotiation and commercialisation of IP assets;
  • strategic advice on dispute resolution cases;
  • development of IP policy frameworks;
  • development of IP management systems; and
  • negotiation of transactions and commercial agreements.

Advanz Fidelis continues to improve and innovate on the services that it provides, and aims to offer clients a comprehensive range of services that can meet and exceed their requirements. Advanz Fidelis operates on a common philosophy of client service that is delivered to a single standard of excellence, enabling the creation of sustainable and measurable results for its clients, regardless of the discipline.


Advanz Fidelis has regularly been recognised as a leading IP practice in Malaysia by its peers, overseas associates, survey groups and IP industry publications. It frequently wins awards and mentions, either by itself or through its consultants.

As of 1 July 2018, Advanz Fidelis IP Sdn Bhd is a member of the QANTM Intellectual Property Group.

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