Cookie Time has come up against a Chinese company in a fight to preserve its logo but the dispute could take years to settle.
The New Zealand business has filed an opposition to the application by Qingdao Chengze Trade to register the Cookie Time logo in China, but has been told it could take up to two years for the case to be heard.
The application blocks Cookie Time’s attempts to secure its own trademark, as it has already done in Australia, Canada, Japan, the US and Europe.
Cookie Time says the application contains an exact replica of its own corporate logo.
Cookie Time general manager Lincoln Booth told the NBR the issue was a major concern, especially taking into account Apple's stoush over the iPad trademark in China, in which a local company is chasing a ban on imports and exports.
He said Cookie Time had big plans for growth and its brand equity was part of that.