Burberry is at risk of losing the exclusive rights to its famous tartan print in China.
If Burberry loses the exclusives rights to the design that is synonymous with the brand, then its brand value will be greatly diminished in China with the expected flood of counterfeit products.
Burberry is appealing the decision by the Chinese trademark office to cancel trademark protection on the design because they claimed “Burberry has not used the check print in the country enough over the last three years,” reports China Daily.
The final decision will not go into effect until after the appeal process. According to a company released statement, Burberry is “confident that our appeal will be successful.”
“In China, its been very difficult traditionally for major companies to protect their brand,” Corbett Wall, a Shanghai-based managing partner of +CW Associates, a retail consultancy in China, told Bloomberg. “The whole idea of intellectual property is still at its beginning stages.”
About 39 percent of Burberry’s sales are from the Asia Pacific region based on data compiled by Bloomberg.
image credit: burberry