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A trademark ruling in Louis Vuitton's favor has landed in China as something closer to provocation than protection.
The victory triggered a wave of public backlash, turning the legal outcome into a reputational liability. In winning the courtroom argument, the brand may have opened a harder one.
The case for the ruling Trademark protection is a standard commercial right, and pursuing enforcement through proper legal channels is unremarkable for any intellectual property holder.
Louis Vuitton had a defensible position on the law.
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