Marketing in China – do you own your own brand?

Brand reputation can mean everything so some companies are surprised and shocked to learn about how their brands are being used in China. An article, in the Telegraph, looks at the issue of how Chinese manufacturers and retailers are registering well-known brands for their own use. Examples given include “a man named Liu Mingxi has the right to produce garments…under the "Asda" label” and a clothing company that has the right to sell its ties under the Hermes brand. The issue arises because in China the brand belongs to the first person to register the name. This differs to the U.S and U.K ‘where the rights to a brand are determined on use and on whether there might be confusion if another company starts using the same name.’ Some companies are already in court; others are unaware of how their brand is being used. Read the full article here http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9234766/Asda-in-China-Thatll-be-Mr-Liu-in-Shenzhen.html