How to Protect Your Brand in an Age of Trade Wars
Trade tensions and trade mark tactics: is China redrawing the global map?
In April 2025, the United States escalated its trade offensive with a sweeping set of tariffs that have shaken the global economy. These measures include a blanket 10% rate on all imports, with some countries, most notably China, facing punitive rates as high as 125%. Whilst this tax has been temporarily suspended until August, many companies are already taking action to future proof their trade operations, including diversification of their trade mark portfolios to complement these changes.
The tariffs are framed as a push for fairer trade, but China’s response has been largely strategic rather than retaliatory. Instead, Beijing is accelerating its efforts to diversify trade relationships and manufacturing bases, thereby reducing its reliance on the U.S. altogether. This pivot is not new, but the latest trade war has added urgency.
At the heart of this strategy is the Belt and Road Initiative, China’s global infrastructure and investment program. Through this initiative, China has strengthened ties with countries across Asia, Africa and Latin America, building ports, railways and digital infrastructure that support alternative trade routes and reduce exposure to U.S. pressure.
Brazil: a key ally in Latin America
One of China’s most significant recent moves is its expanded partnership with Brazil. In May 2025, the two countries signed a wide-ranging trade and investment agreement that included lower tariffs on agricultural exports and green technologies, joint infrastructure projects, including port upgrades and logistics corridors and collaboration on digital trade and environmental standards. This deal positions Brazil as a critical supplier of food, minerals and energy to China, and a gateway to broader Latin American and Caribbean markets.
Africa’s rising role in global manufacturing
As China looks to diversify its supply chains, Africa has emerged as a popular option for manufacturing investment, alongside the more commonly used South-East Asian region. Countries like Ethiopia, Kenya, Ghana, and Rwanda are attracting attention due to competitive labour costs, improved infrastructure and regional agreements that simplify cross-border trade. For many companies, Africa offers lower export tariffs, a central production base as well as a growing consumer market.
How does this affect trade mark strategy?
In this shifting landscape, as companies move operations and enter new markets, trade mark owners should by wary of relying on a traditional approach to geographical trade mark protection. Not only is registration in new manufacturing centres and consumer markets essential, but changes to supply chains can increase the risk to counterfeiting, so revised enforcement measures must also be considered. Furthermore, global south companies should be vigilant of the changing practice of their market competitors.
The 2025 trade war represents more than a dispute over tariffs; it shows an acceleration of the shift to multilateral global commerce. China’s growing relationships with Brazil, sub-Saharan Africa and other emerging markets indicates a broader shift away from U.S.-centric trade. From a trade mark perspective, the rapidly evolving global economy can impact filing and enforcement strategies, both directly and indirectly. It is therefore an opportune moment for a portfolio review.
