Foun­da­tion to pro­tect age-old brands

China Daily (Canada) - - FRONT PAGE -

the fa­mous herbal tea brand, which was founded in the Qing Dy­nasty (1644-1911).

“It is very im­por­tant for stu­dents to know more about th­ese brands. They can help pro­mote them, and in turn help boost their business,” Chen said.

Guangzhou Baiyun­shan has sev­eral time-hon­ored brands such as Chen­liji, Pan­gaoshou andHe­jigong.

“It is not an easy job to pro­tect th­ese brands, given that we are op­er­at­ing in a very harsh com­pet­i­tive en­vi­ron­ment,” Chen said.

Baiyun­shan fi­nally pre­vailed in a long-run­ning le­gal bat­tle last year with Hong Kong-based JDB Group, another herbal bev­er­age pro­ducer, in­volv­ing the pack­ag­ing and trade­marks .

Guang­dong High Peo­ple’s Court ruled that JDB must stop us­ing sim­i­lar pack­ag­ing — a well-known red can — to Wanglaoji and or­dered JDB to pay Wanglaoji’s par­ent company 150 mil­lion yuan in com­pen­sa­tion in­curred.

JDB claims it was au­tho­rized to use the Wanglaoji trade­mark un­til 2010 and then se­cured rights for an ex­ten­sion to use it un­til 2020 from a for­mer vice-chair­man of Guangzhou Baiyun­shan, who was later con­victed of tak­ing

for

losses bribes from JDB. It plans ap­peal against the rul­ing.

Ac­cord­ing to Chen, Wanglaoji is plan­ning to do­nate the pay­out amount to the new ed­u­ca­tion foun­da­tion.

Fig­ures from the China’s Time-hon­ored Brands Com­mit­tee show the num­ber of such brands has de­creased from more than 16,000 in the early 1950s to just 1,128 in 2014.

“Such brands have been in dif­fi­cul­ties in China over the years,” said Zhang Jian, the com­mit­tee’s sec­re­tary­gen­eral.

“En­hanced aware­ness and knowl­edge among young peo­ple will help pro­tect and re­vi­tal­ize them.”

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