Many brands operating in China choose to use two names to represent themselves to Chinese customers: one composed of Chinese characters and another that is alphabet-based, such as an English name. Brands that choose to use both face the unique visual identity challenge of having separate logos for each or incorporating the two names into one, simple logo design.

The battle over the Cabernet trademark has yet to be won as the State Administration for Industry and Commerce reconsidered its previous judgment made in June 2008 that the Cabernet trademark belonged to Yantai Chang Yu Group (SZSE: 000869).

Hormel Foods, the producer of the canned, precooked meat product known as SPAM®, has been working on a recipe exchange website as a continuation of its “Break the Monotony” campaign. The site aims to improve SPAM’s image and persuade more consumers to purchase the canned pork products.

You must have heard about the famous fashion brand Anna Sui, but do you know Sui by Anna Sui? Recently, when taking a walk around Jiu Guang and Parkson, popular department stores in Shanghai, you are going to find Sui by Anna Sui’s stores standing out in high-traffic locations areas. Does this mean Anna Sui has launched a sub-brand?

NineDeerKing, also known as Worthy, is a registered menswear brand based in Jiangsu Province. In November 2008, the Trademark Appeal Board (TAB) repealed the brand for brand plagiarism, citing its brand name and brand identity are too similar to King Deer (鹿王), an Inner-Mongolia-based apparel brand specialized in cashmere sweaters.

The famous Dumpling Restaurant Group “Goubuli” has formally launched its English brand name “Go Believe”.

The new English name has been adopted, in the group executives’ words, to improve worldwide awareness of the 150 years history famous dumplings as well as to better protect the brand name.