PAUL&SHARK - Trademark Recognition Study
Company overview
PAUL&SHARK was founded in 1975 and is an internationally renowned premium leisure fashion brand under the Lida Ma S.p.A. group. The brand has gained widespread recognition among global consumers due to its iconic shark-shaped logo, full Italian craftsmanship, and design philosophy blending freedom, relaxation, and elegance. PAUL&SHARK holds significant advantages in fabric innovation, waterproof and windproof technologies, and nautical-style design. It has now become a key representative of Italian high-end lifestyle, with products distributed across numerous countries and regions worldwide
Research background
As PAUL&SHARK's market presence in China continues to grow, the brand faces potential risks of counterfeiting and misrepresentation. In 2013, an agent from Lida Ma S.p.A. discovered a clothing store in Wuhan selling products branded 'GULAO&SHARK (Ancient Shark)', whose graphic logo closely resembles 'PAUL&SHARK (Paul Shark)', differing only in minor details of the shark's pectoral fins and tail. This visual similarity may lead consumers to mistakenly believe the two brands are related or identical, constituting trademark infringement. To gather objective data to support legal actions for brand protection, the client commissioned a market research study to assess consumer awareness and the level of brand confusion.
Research scope
In March 2013, CEIDEA Research was commissioned by PAUL&SHARK to conduct a specialized consumer awareness and brand confusion assessment in Wuhan and surrounding areas. The study primarily employed random intercept interviews, focusing on shopping malls, branded retail stores, and areas with high concentrations of target consumers. Interviews were conducted with consumers aged 18 to 50 who possess medium to high purchasing power. Survey content included: whether consumers recognized the 'PAUL&SHARK' brand, whether they had purchased or learned about its products, their ability to identify the brand's graphic and textual trademarks, and whether they mistakenly perceived 'GULAO&SHARK' as a sub-brand or the same brand as 'PAUL&SHARK.' The study also included visual illustration tests to evaluate the degree of graphic confusion.
Expected outcomes
This study will provide PAUL&SHARK with quantified data on consumer brand awareness and the level of confusion regarding similar trademarks, identifying the public's probability of misjudging visual elements and brand ownership. The findings will serve as key evidence to support trademark infringement litigation in the Chinese market, strengthening the brand's legal foundation for intellectual property protection. Additionally, the results will provide empirical support for future marketing strategies and anti-counterfeiting initiatives in China, further solidifying its premium international brand image.
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