As Sharp and Hisense square off in trademark tussle, brand reputation takes centre stage 12 Jun 17
Sharp Corporation has initiated an unfair competition lawsuit against Chinese brand licensee Hisense, which produces and markets Sharp branded televisions in the Americas. A rare instance of a brand, rather than patents, taking centre stage in a tussle between tech giants, the dispute also highlights the delicate balancing act that must be walked when initiating action that could harm brand reputation.
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