Overcoming the great wall of name squatting in China: How do well-known foreign brands react when unscrupulous profiteers swipe their Chinese names?
August 19, 2013 Leave a comment
Published on 2013-08-10 17:16:39
MONIKER MAYHEM: OVERCOMING THE GREAT WALL OF NAME SQUATTING IN CHINA
How do well-known foreign brands react when unscrupulous profiteers swipe their Chinese names?
ECONOMIC OBSERVER/Worldcrunch
BEIJING — Bottega Veneta, the Italian luxury brand best known for its leather goods, recently renamed itself Bao-Die-Jia in Chinese. But because the Italian apparel has been commonly known by another Chinese homonym, Bao-Ti-Jia, the renaming caused some public outcry, not to mention enthusiastic debate on the Internet. Bottega Veneta has refused to comment, except to say that it has never had an official Chinese moniker before. But it is widely assumed that the Italian fashion house felt obliged to rename itself in Chinese simply because other Chinese businessmen had preemptively registered the name that was well known to the public. In fact, many other successful foreign brands in China have experienced the same sort of so-called “name squatting”. The only difference is that instead of recognizing the setback discreetly, they often resort to legal recourse. Hermès was probably the first apparel company to encounter this dilemma. As early as 1977, the brand registered its English name and trademark in China — but not its Chinese one. Read more of this post










