A trademark war over coffee creamer in Yunnan
Has Coffee-Mate (咖啡伴侣) become genericized in Chinese? Go Kunming looks at a spat over Nestle's trademarked brand of coffee creamer:
The Yunnan Coffee Industry association is standing behind Hogood, insisting that Nestlé should not continue to "monopolize" the Coffee-Mate trademark and that Nestlé should let Chinese companies use the name on their own products.
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"Coffee-Mate" has served to describe such a coffee flavor additive for many years. Looking from the perspective of the inherent of the meaning of "Coffee-Mate", the term directly describes this type of product's quality, function and usage, lacking any striking characteristics. But Nestlé uses "Coffee-Mate" as a product name. Objectively speaking, this dilutes the name's striking characteristics when used as a trademark.
