Private Firms Aiming to Register Name Brands

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Last updated at: (Beijing Time) Wednesday, January 15, 2003

Private Firms Aiming to Register Name Brands

Trademarks of 13 private firms were among the 40 name brands recently announced in the eastern commercial hub Shanghai, the largest number since the annual proclamation was initiated in 1996.

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Trademarks of 13 private firms were among the 40 name brands recently announced in the eastern commercial hub Shanghai, the largest number since the annual proclamation was initiated in 1996.

"Most private firms are now interested in establishing brands of their own," said Gu Renda, vice director of the municipal administration of industry and commerce. "The changes are just amazing, as not a single private business was on the list in the first three years of the proclamation."

The administration of industry and commerce has joined hands with the municipal trademark association and the federation of private enterprises in recent years to promote public awareness of trademarks and their legal significance.

In January 2000, "Chuanqi" -- a hotpot sauce -- made the headlines of local newspapers as the first trademark of a private company ever to become a name brand in Shanghai.

The news encouraged other private firms, which had come to realize that name brands are essential to attract consumers amidst intense market competition.

"A company has to build up its intangible assets such as brands, reputation and distribution channels in order to survive," said YuXijun, vice president of Shanghai Mingyuan Industrial Group Co. Ltd, whose registered trademark "Chantilly" was listed as one of Shanghai's name brands this year.

"Even if Coca Cola suffered great losses, it could restart itself again overnight, just because the name 'Coca Cola' is invaluable," he added.

Of all the 235 name brands announced in Shanghai over the past seven years, 26 were the trademarks of private firms, about 11.6 percent of the total.

The name brands are selected according to a number of indicators including their market share, customer satisfaction and popularity, and are protected by the municipal administration of industry and commerce from trademark infringement, said Xing Dongsheng, an official in charge of trademark affairs at the administration.

By teaming up with its counterparts in the eastern provinces of Jiangsu, Zhejiang, Anhui, Fujian and Jiangxi, the administration had set up an interprovincial network to protect name brands and fight counterfeited goods, he added.

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