January 19, 2006
Can Starbucks Keep the Xing out of Xingbake Café?
As the beloved Yogi Berra said, “It ain’t over until it’s over.” That’s an apt way to describe Starbucks' continued attempts to protect its name and logo in China, as I discussed in an earlier post.
China, a place notorious for ignoring copyright law with rampant piracy, is changing for the better. In December 2004, based on a 2001 law to protect international trademarks, the Chinese court ruled in favor of Starbucks and against an infringement by Xingbake Café. In Romanized Chinese, Xingbake translates to Starbucks (Xing = Star; Bake = Bucks).
Now back to Yogi Berra. Yesterday, Xingbake Café appealed the Chinese court ruling. All I can say is that it’s a good thing that Starbucks sells a gallon of coffee for $12.88, the most expensive “fuel” in the world. Personally, I’m glad Starbucks has the financial resources to defend one of the most recognized and valued brands in the world. Aren’t you, even if you pay more for a gallon of Starbucks than a gallon of Bud ($9.73) or a gallon of Evian Spring Water ($5.12)?
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