Chinese Brands Have Begun Their Assault

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Ive been an intellectual property (IP) lawyer for more than 25 years. I advise my clients on how to use, defend and protect their IP assets, and have litigated their rights in the federal district courts, courts of appeal and the U.S. Supreme Court. I represent U.S. and foreign companies. I help clients decide on brand names, work on product marketing and protection strategies and advertising approval. I do a lot of work going after counterfeiters, especially for luxury goods companies. I also counsel on patent law and protection, and work extensively in copyright law, including with publishers, artists, and media companies. Ive been lecturing and advising clients about IP rights on the Internet since the early 1990s. Ive had the privilege of taking leadership roles in professional organizations dedicated to advancing IP rights worldwide.

The author is a Forbes contributor. The opinions expressed are those of the writer.

Mark 2014 as the year the tide started to turn. The brand value tide. This year, we see a lot of talk devoted to the just-released fact from the Interbrands Best Global Brands report that both Apple Apple and Google’s Google’s brands exceed 100 billion dollars in value, marking the first time any company, let alone two, has cracked that barrier. However, the role of technology in our economy has not been news for a long time. Even so, the fact that another tech company, Chinas Huawei Technologies Co., Ltd., has cracked the top 100 in brand value, is momentous. China may be on the upswing for imports (up 7% last quarter according to the most recent survey). But exports grew at over twice that rate (15%).

Chinas manufacturing dominance has been from its manufacturing for others. Developing its own brands has not been Chinas strength. Chinese companies have not been developing strong and dominant brands in the U.S. market.

 

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