Trademark monitoring refers to trademark proprietors’ collection and analysis of trademarks identical with or similar to their registered trademarks online or in the market through continuous search. Effective trademark monitoring helps enterprises cope with market risks.

Effective trademark monitoring has many benefits for a right holder. First, he or it can promptly file an opposition, or request for invalidation or administrative investigation and punishment against any infringement because of a trademark that is similar to his or its registered trademark and is likely to cause confusion among consumers, so as to eliminate potential confusion and prevent others from pampering famous brands and diluting the goodwill of his or its own brand.

Second, the right holder can find out, on the sideline, the dynamic business situations and brand layout or distribution of his or its competitors in the industry, and adjust his or its own strategic planning and brand strategy in a timely manner.

Third, the right holder can check and fill in the gaps in the trademark monitoring, grasp the changes of his or its trademark, and quickly respond to the abnormal situations of some trademark being rejected, opposed, invalidated or "cancelled" to protect the exclusive right to use his or its own trademark.

In short, trademark monitoring is one of the effective ways for right holders to protect their trademark rights. Practical and effective trademark monitoring can not only stop acts of illegal preemptive registration that hinder the development of their enterprises in a timely manner, but also help them save the cost for trademark rights enforcement.