JiaoXia - Brand Trademark Distinctiveness Survey
Company overview
JiaoXia (BANANAUNDER) is a premium sun protection brand founded in 2012 by JiaZhi Holdings Limited in Hong Kong. Since its inception, JiaoXia has focused on the research and sales of high-end sun protection products, quickly establishing a strong market presence through its high-quality products and distinct brand positioning. Beyond functionality, JiaoXia places emphasis on consumer experience and fashion appeal, earning strong consumer favor. As a company committed to innovation and premium quality, JiaoXia has expanded its operations both domestically and internationally, rapidly building its influence in the sun protection sector. However, in recent years, JiaoXia has encountered trademark-related disputes, primarily concerning the visual similarity and product design between JiaoXia (BANANAUNDER) and Bananaphy (BANANA).
Research background
As the JiaoXia (BANANAUNDER) brand continues to grow and solidify its leadership in the premium sun protection market, it faces a trademark dispute with the Bananaphy (BANANA) brand. The dispute primarily centers on the visual similarity and name resemblance between the two brands, which may impact consumer brand recognition and the legal rights of the brands. To clarify the differences between the brands and to demonstrate the clear distinctions between JiaoXia (BANANAUNDER) and Bananaphy (BANANA) in terms of trademark design and product appearance, JiaZhi Holdings Limited decided to conduct a professional market research study to collect and analyze consumers' authentic perceptions, in support of JiaoXia's legitimate trademark registration rights.
Research scope
In December 2019, JiaZhi Holdings Limited commissioned CEIDEA Research to conduct a consumer survey in the Shenzhen and Xiamen regions, aiming to objectively and fairly understand consumers' perceptions and differences regarding the JiaoXia (BANANAUNDER) and Bananaphy (BANANA) brands. The key components of the survey include: first, assessing consumers' recognition and impressions of the trademark designs, product aesthetics, and brand names of both JiaoXia (BANANAUNDER) and Bananaphy (BANANA); second, analyzing consumers' brand preferences when purchasing sun protection products, as well as their opinions on brand identifiers and trademark similarity; and third, evaluating whether consumers can clearly distinguish between the two brands and whether they perceive sufficient differences between them. The study will integrate direct consumer feedback with market behavior analysis to provide data support for JiaoXia's position in the trademark dispute, ensuring a favorable position for the brand in future trademark registration processes.
Expected outcomes
Through this research, JiaZhi Holdings Limited expects to obtain authentic consumer opinions, clearly identifying the differences between JiaoXia (BANANAUNDER) and Bananaphy (BANANA) in terms of brand image, trademark design, and market perception. The research report will provide scientific evidence demonstrating the distinct differences between the two brands in terms of appearance and naming, serving as data and legal support for the trademark registration application of JiaoXia (BANANAUNDER). Ultimately, the findings will help JiaZhi Holdings Limited effectively address the trademark dispute, protect the brand's legal rights, promote further market development for the JiaoXia brand, and strengthen consumer recognition and trust in the brand.
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