I.Brief History of China's Protection of Well-Known Marks

A.The Current Institutional Structure of Well-Known Mark Protection
B.How Did the Current Institutional Structure Evolve?

II.Theory Underlying China's Current Institutional Structure on Well-Known Mark Protection

A.Internal Forces (Economic, Political, and Legislative)
B.External Forces (the U.S., International Treaties, and International Standards)
C.Chinese Trademark Law and the Evolving Legislative Intent

III.The Nuts and Bolts of Enforcing Well-Known Mark Rights in China

A.Opposing the Registration of Well-Known Marks in China
B.Opposing the Use of Well-Known Marks in China

IV.Well-Known Mark Protection in Representative Case Law

A.Ferrari v. Jiajian
B.Starbucks Corp. v. Shanghai Xingbake Coffee Corp.200
C.Reconciling Ferrari with Starbucks

V.Prospect for Change in the Current Well-Known Mark Protection Regime

A.Private Right vs. Public Policy
B.Dilution Protection
C.Unifying the Standards Across the Country for Recognizing Well-Known Marks

VI.New Impetus for Change

A.Economic Impetus for Change
B.Political Impetus for Change
C.Legislative Impetus for Change

VII.Conclusion