Michael Rank is a China specialist for Trade Marks Directory Service (TMDS), a London-based company that works for brands by examining newly published trademark applications from across the globe. Below are some dodgy trademark applications they discovered in China.
China is becoming as obsessed with celebrities and brand names as the West, with Hollywood blockbusters packing the cinemas and a plethora of magazines and websites devoted to promoting A-list film and pop stars, intermingled with adverts for famous fashion labels and cosmetics.
Inevitably perhaps, Chinese companies are cashing in on the trend and the names of famous film stars are beginning to crop up in trademark application.
Would you like to be in Clooney’s shoes?
A Shanghai businessman cheekily applied to use the names George Clooney and Lenny Kravitz for his line of clothes, underwear, shoes and swimwear, while an entrepreneur from Beijing wants to use Warren Beatty to promote his clothing collection – let’s hope it doesn’t look like Dick Tracey’s wardrobe.
The sweet smell of ….iodine?!
Fashion and cosmetic brands are equally tempting, and a company in the booming southern city of Guangzhou has no qualms about ripping off the names Chanel, Yves Saint Laurent and Lancome for a slightly unlikely selection of goods including veterinary drugs, tincture of iodine and air fresheners – not exactly what you would call luxury merchandise!
Outrageous examples such as this crop up in the Chinese trademark journals regularly, which is why monitoring new trademark applications is crucial to the protection of a healthy brand.
You can find out more about Trade Marks Directory Service here, or by emailing info@tmds.com
- Earlier on Danwei: Gucci, Yahoo, Zeta-Jones, Nike, David Beckham