{"id":21581,"date":"2009-07-03T21:14:41","date_gmt":"2009-07-03T20:14:41","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=21581"},"modified":"2009-07-03T21:14:41","modified_gmt":"2009-07-03T20:14:41","slug":"international-trademarking-problems-for-apples-iphone","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/international-trademarking-problems-for-apples-iphone\/","title":{"rendered":"International Trademarking Problems for Apple’s iPhone"},"content":{"rendered":"

\"iphone-china\"Apple is facing a problem that is certainly not new to the world of branding and international trademarking.\u00a0 There are over one billion people in China, and many of them desperately want an iPhone (rumor has it that over 1 million Chinese consumers already own one having gotten them through unofficial channels – via ComputerWorld<\/a>).\u00a0<\/p>\n

Apple’s problem isn’t a lack of demand for the iPhone around the world, it’s trademarking roadblocks.\u00a0 First up — China and a little company named Hanwang who owns the trademark for i-phone in that country.<\/p>\n

Back in 2002, Apple registered the iPhone trademark in China, but according to a ComputerWorld article, the registration only covered computer hardware and software, not phones or mobile phones.\u00a0 Seems like a big oversight.\u00a0 In 2004, a company named Hanwang registered i-phone in the phone equipment\u00a0and mobile phone categories.\u00a0 So now Apple has a big problem.<\/p>\n

What should Apple do?\u00a0 Let’s look at the choices:<\/p>\n

    \n
  1. Apple can try to purchase the trademark rights from Hanwang (who did sell a handset called i-phone at one point).\u00a0 Rumor has it Apple has not approached Hanwang to begin negotiations.<\/li>\n
  2. Apple can apply to the trademark office asking to have Hanwang’s trademark revoked.\u00a0 Rumor has it this process takes several years and usually doesn’t work.\u00a0\u00a0To date, Hanwang claims to have not been contacted by the trademark office about any such filing.<\/li>\n
  3. Apple can rebrand the iPhone for the China market.\u00a0 This is not uncommon for brands that don’t translate well into foreign languages.<\/li>\n
  4. Apple can ignore everyone and release the iPhone as the iPhone in China and let the chips fall where they may.\u00a0 Typically, this is not a good strategy to follow for so many reasons.<\/li>\n<\/ol>\n

    What do you think?\u00a0 What should Apple do?\u00a0 It seems as though they should try to negotiate a reasonable deal to obtain the iPhone trademark in China, but if Hanwang isn’t amenable to a deal, then is it really that big of a deal if the iPhone needs to go by a different name in China?\u00a0 Which is more important, the name or the product?\u00a0 While there is value to the iPhone brand name, the Apple name certainly can carry its own weight.\u00a0 I don’t think a different product name would be a sales killer in this case.\u00a0 Would you still want or buy an Apple iPhone if it’s name were changed to Apple aPhone?\u00a0 What if it were changed to Microsoft iPhone?\u00a0 Would your answer change?\u00a0 Again, I think the Apple brand name is more important in this case.\u00a0 I don’t think I’d sweat it too much if I were in Apple’s shoes.\u00a0 The potential 1 billion audience far outweighs the initial investment in rebranding the product.<\/p>\n

    Your thoughts?<\/p>\n

    Image: <\/em>Flickr<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

    Apple is facing a problem that is certainly not new to the world of branding and international trademarking.\u00a0 There are over one billion people in China, and many of them desperately want an iPhone (rumor has it that over 1 million Chinese consumers already own one having gotten them through unofficial channels – via ComputerWorld).\u00a0 […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[4591,928,4611,4581,1404,4571,4601],"class_list":{"0":"post-21581","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-apple-china","8":"tag-corporate-brand","9":"tag-global-brand","10":"tag-hanwang","11":"tag-international-branding","12":"tag-iphone-china","13":"tag-iphone-trademark","14":"entry"},"yoast_head":"\nInternational Trademarking Problems for Apple's iPhone<\/title>\n<meta name=\"description\" content=\"With a 1 billion member audience, does it matter if it's called 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