Abstract
Legal harmonization is essential as the need to exchange goods, trade, and services between and among countries becomes more liberized. Aiming towards a common legal framework with shared characteristics to minimize disparities in regional legal fields, the Association of Southeast Asian Nations (ASEAN) is determined to build a legal structure capable of regulating key issues affecting that common goal. Cooperation related to intellectual property (IP) issues has seen steady growth, influencing the development of each nation’s IP systems and the region’s overall socioeconomic progress. In the field of trademarks, businesses have faced difficulties with procedures and related policies due to the differences in trademark regulations between countries, particularly in the protection of non-traditional trademarks, since the protection regimes of different countries vary. Therefore, research on the issue and the suggestion of viable solutions are necessary. Based on ASEAN’s common spirit of eliminating differences in national laws, this article aims to identify challenges and propose recommendations for harmonizing trademark law in ASEAN.