As it is known, many universities cultivated their own brands during long operation and the value of relevant intangible assets is really hard to measure. However, the shortened forms of many universities' names were forestalled to register. Only within Zhejiangprovince, there are over 200 enterprises that included Zhe Da or Zhejiang University in their enterprise names. However, Zhejiang University has no shares in most of these enterprises. Such case also happened to Tsinghua University. Only searched in the Industry and Commerce Bureau of Haidian District, more than 200 enterprises' names bore the characters "Tsinghua" but had no relationship with Tsinghua University. Such name misuse is harmful to the university involved, consumers and market order.

Fortunately, universities begin to have brand protection and IPR awareness. "Bei Da", "Tsinghua" and "Fuda" were all legally registered as trademarks. To be mentioned, "Tsinghua" and "Fudan" were also determined as China Well-known Trademarks. Other universities like ShanghaiJiao Tong University are also filing applications for trademark registration.
                                                                                              　　Source: IPR in China