From the "Jordan" Dispute* Corporate Brand Consciousness

The "Jordan" dispute was established in 1984. Jinjiang County Daily Necessities Factory was renamed as Jordan Sports in 2000. Since then, Jordan Sports has grown rapidly.

Its turnover soared from 45.6 million US dollars in 2007 to 456 million US dollars in 2010, with 4,000 to 5,000 stores. Its Chinese trademark "Jordan" and the graphic trademark were recognized by the State Administration for Industry and Commerce in 2005 and 2009 respectively as "China Famous Trademarks".

Recently, former NBA superstar Michael Jordan has filed a lawsuit in a Chinese court. Prosecute China's Jordan Sports Company for infringing on its name rights. He stated that the company used his name without his consent. This incident caused widespread concern. The Shanghai Second Intermediate People's Court has officially accepted the case concerning Michael Jordan's v. Jordan Sports and Shanghai Baihe Trade Co., Ltd.'s dispute over the right of name.

According to Xinhua News Agency, Jordan Sports is not the first time that the "Jordan" brand has caused a storm. Prior to Jordan's personal prosecution, Nike, which owns the "AirJordan" high-end brand, also accused Jordan of sports trademark infringement, but did not succeed.

A survey on a famous domestic portal website titled “Do you think China’s Jordan Sports is infringement” survey shows that 74.5% of netizens think “infringement”, 20.1% of netizens think “not infringing”, and 5.3% of netizens believe that “not to say ". In the survey titled “Do you think that the American trapeze Michael Jordan will win”, 40% of netizens believe that “Will” and 30% of netizens think “No”.

Regardless of the final result, before the conclusion of the proceedings, the door to the listing of Jordan Sports has been closed. Analysts of investment banks analyzed that for a company like Jordan Sports, the brand is the core asset. Jordan Sports entered the litigation process because of the alleged infringement of the brand, which constitutes a major event affecting the production and operation of Jordan Sports, making the future performance of Jordan Sports tremendous. Uncertainty, so although Jordan Sports has already passed the CSRC's listing review in the previous period, but there is no official listing transaction, before the conclusion of the proceedings, Jordan Sports is unlikely to be listed on the transaction.

From the "Jordan" dispute *** corporate trademark awareness "Jordan" dispute in the end is the trademark dispute. According to the “China Entrepreneur” website, taking a traditional furniture industry as an example, a survey in 2011 showed that in Guangdong, where half of the country’s market is located, 2,000 of the surveyed furniture companies have submitted Less than 30% of trademark registration applications.

In stark contrast to the lack of awareness of most corporate trademarks, it is the speculative mentality of some companies in the field of trademarks. In the birthplace of Jordan Sports - Jinjiang, Fujian, there are "Kobe Sports", "Yao Ming," "Yi Jianlian" and other brands, in addition to Kangta, Beiba, Rui riding, stepping, stepping, new step Such brands as “Anta” follow the trend of “Anta”, this “free rider” style brand strategy is popular in Jinjiang, and Jinjiang is just a microcosm of China’s huge “shanzhai” corporate group.

The development of self-owned brands is a long-term task. According to Interbrand's 2011 global brand value list, 49 of the top 100 global brands are from the United States, 38 from Europe, 7 from Japan, and 2 from South Korea, while China only Taiwanese HTC (microblogging) was selected. It can be seen that China, as the second largest economy in the world, has a long way to go to develop its own brands.

Experts believe that rushing to other people's trademark may account for some cheap, but they may lose long-term development opportunities and have no benefit to the country’s economic image. Chinese companies must go through the “big-name” and “famous celebrity”. "We will continue to develop our own intellectual property rights and establish a truly world-renowned brand in China."