Century-Old Time-Honored Brand Awarded Only 5k for Infringement: Brand Recognition Proves Critical
2025-06-19 | 发布于：赛立信市场研究
A "century-old time-honored brand" refers to an established brand with a long history, inheriting products, craftsmanship, or services through generations. Rooted in distinct traditional Chinese cultural heritage, such brands enjoy wide social recognition, reputable standing, broad public support, and significant brand value.
The "Yidege" Case
A certain ink company, claiming to be the trademark registrant of the century-old renowned brand "Yidege," discovered infringing products on the market. It purchased five bottles of ink from the defendant’s premises via notarized means, with outer packaging bearing phrases like "Yidege Ink."
The plaintiff filed a lawsuit, alleging the defendant’s unauthorized use of the "Yidege" trademark infringed its exclusive right to the registered trademark. It sought court orders to cease the infringement and award 50,000 RMB in economic damages.
Court Ruling:
The plaintiff asserted "Yidege" was a "century-old" and "renowned brand" during litigation but failed to submit evidence of brand recognition—even when queried by the court during the hearing.
While the court found the defendant’s actions constituted trademark infringement, the plaintiff’s insufficient proof of brand recognition impacted the ruling. After considering the defendant’s infringement circumstances, the court awarded only 5,000 RMB in compensation.
The Critical Role of "Brand Recognition"
The lack of historical heritage proof is a common challenge, directly affecting legal recognition of a time-honored brand’s status and influence. Inadequate evidence often leads to unsatisfactory compensation, as seen in the "Yidege" case.
Despite claiming its "century-old renowned brand" status, the plaintiff’s failure to provide brand recognition evidence resulted in a 5,000 RMB award—far below its claim—even after infringement was established.
Why "Brand Recognition" Matters
As a key dimension of brand value, brand recognition directly influences consumer purchasing decisions and market competitiveness. It also serves as powerful evidence to secure higher compensation in IP disputes.
This case highlights a critical lesson: Robust proof of brand recognition is essential for protecting time-honored brands and maximizing legal remedies.
