Proceedings of the 2020 International Conference on Social Science, Economics and Education Research (SSEER 2020)

The Protection of Licensee’s Later Forming Goodwill in the Trademark Licensing—The legal analysis of “Wanglaoji” Trademark Dispute

Authors
Xiaowen Xiao, Yongtian Xiao
Corresponding Author
Xiaowen Xiao
Available Online 1 August 2020.
DOI
https://doi.org/10.2991/assehr.k.200801.075How to use a DOI?
Keywords
later forming goodwill, wanglaoji trademark, licensing contract, trademark protection
Abstract
The allocation of later forming goodwill between licensor and licensee is a crucial issue with theoretical and practical significance after the trademark licensing termination This paper will analyze the hot debating case throughout China due to the trademark licensing between GPHL and Hong Kong HDG involving the dispute of “wanglaoji” trademark, JDB Co. has created great later forming goodwill of “wanglaoji” trademark independently in the trademark licensing, but who should possess the added value of the trademark is uncertain thanks to the lack of appointment in the licensing contract and no regulation in Chinese Trademark Law. JDB Co. has used its own trademark, trade dress, unique commodity packaging and decoration to form the value-added benefits and later forming goodwill, so it is concluded that it’s lawful for JDB Co. to transplant the goodwill from “wanglaoji” brand to “jiaduobao” brand because the licensee’s interests should be also protected.
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Proceedings
2020 International Conference on Social Science, Economics and Education Research (SSEER 2020)
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
1 August 2020
ISBN
978-94-6252-998-4
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.200801.075How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Xiaowen Xiao
AU  - Yongtian Xiao
PY  - 2020
DA  - 2020/08/01
TI  - The Protection of Licensee’s Later Forming Goodwill in the Trademark Licensing—The legal analysis of “Wanglaoji” Trademark Dispute
BT  - 2020 International Conference on Social Science, Economics and Education Research (SSEER 2020)
PB  - Atlantis Press
SP  - 313
EP  - 316
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200801.075
DO  - https://doi.org/10.2991/assehr.k.200801.075
ID  - Xiao2020
ER  -