Case Studies

Background

A small British company produces a very successful line of clothing under the brand name SHO.

The British company distributes its clothing locally in ASEAN through a dealer. The dealer reported to their British partner that they had become aware of cheaper ‘fake’ SHO branded clothing becoming available on the local market. The British company hired investigators to look into this.

Upon carrying out a market survey, the investigators discovered that several shops were actually selling counterfeit SHO clothing.

Background

An up-and-coming European fashion boutique chain was approached by a local business to open an outlet in an ASEAN country. The local company requested a 5-year exclusive dealership agreement with the European boutique chain.

The licence was granted exclusively for the use of the trade mark amyclick with the European boutique’s logo. In addition, the local outlet committed itself to exclusively selling the amyclick branded clothing which was to be supplied by the European company only. The local outlet agreed that no other brands would be sold in their store.

Background

A European electronics producer with an internationally recognized brand for personal computers (BHT) is interested in setting up business in South East Asia. Upon carrying out their initial research into one of the ASEAN markets, they soon discovered that a prior registration for their brand existed in that market, having been submitted by a local party 5 years before. The local registration covered stereo systems and electronic radios. The European company was advised by a local attorney that the trade mark registration by the local party would effectively block any application put forward by the European company.

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