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Cheng is a senior associate in the commercial, IP and IT team. She is experienced in all aspects of brand management, protection, exploitation and enforcement of trademarks. In the UK, she has been advising clients on IP issues since 1998 and has represented clients from virtually every business sector. Cheng has handled famous and valuable brands as well as single trademarks for start-up companies.
She enjoys the strategic nature of contentious registry proceedings and portfolio management. Whenever advising on protection, exploitation or enforcement of IP rights, her focus is on achieving the best results, often by active negotiations and exercising a keen eye in spotting and overcoming potential disputes.
Cheng is a qualified solicitor and has practised in a number of other leading City law firms. She spearheaded the trademark prosecution practice in a US law firm in London and was the head of trademarks in a boutique IP law firm prior to joining Penningtons Manches Cooper in 2022. Cheng is an active member of the European Communities Trademark Association (ECTA) and was a UK member of its Law Committee for over 10 years. She was also in the Emerging Issues Committee of the International Trademark Association (INTA) and has given roundtable talks in the USA. More recently, Cheng was a member of the ECTA Council and was a speaker at conferences in Athens, Munich and Larnaca.