Wote Holdings - Consumer Awareness Research on the 'Da Guo Jiu' Brand Trademark
Company overview
Wote Holdings was established in 2007 and is headquartered in Guangzhou. The group adheres to a diversified development strategy, integrating both online and offline platforms, as well as expanding into both domestic and international markets, gradually establishing itself as a prominent and well-recognized enterprise across the Asia-Pacific region. Wote Holdings operates multiple brands, among which the sauce-flavor baijiu brand has achieved a certain level of market recognition. However, recently due to trademark similarity issues, the brand has faced legal challenges involving allegations of trademark infringement, prompting the group to actively seek solutions
Research background
The trademark of the sauce-flavor baijiu brand under Wote Holdings closely resembles that of another brand, and given the ongoing trademark infringement lawsuit, the company has engaged a third-party research firm to collect consumer feedback, aiming to understand consumer awareness and recognition of the brand's trademark. The primary objective of this research is to assess consumers' actual recognition of the brand trademark during consumption, and to provide data support for the forthcoming legal defense.
Research scope
In September 2020, CEIDEA Research was commissioned by Wote Holdings to conduct a consumer research project. The study primarily employed a questionnaire-based approach, targeting consumers in key one- and two-tier cities across China. The research covered consumers' recognition of the Wote Holdings sauce-flavor baijiu brand trademark, comparative recognition between the two trademarks, consumers' awareness and associations with the trademarks, as well as overall impressions of the brand image. The purpose of this research is to understand the differences in recognition between the two trademarks among consumers during actual consumption, providing relevant evidence and analysis for the legal case and ensuring that the brand's rights are adequately protected.
Expected outcomes
The final research report will provide detailed data on trademark recognition, offering Wote Holdings effective consumer perception evidence in court. Additionally, the report will help the company further understand consumers' attitudes toward the brand's trademark, providing data support for future brand positioning and trademark optimization.
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