Foundation to protect age-old brands
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
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.”