Antarctic E-commerce - Consumer Recognition Study of the Crocodile Trademark
Company overview
Antarctic E-commerce, formerly known as Antarctic Man, was founded in 1998 and headquartered in Shanghai. The company specializes in brand licensing, one-stop e-commerce ecosystem services, and supply chain management, and is a publicly listed corporation. Since 2015, its GMV has approached RMB 5 billion, with a sales achievement of RMB 630 million during the 2016 Double Eleven shopping festival. Currently, the company operates multiple brands, including Antarctic Man, Antarctic Man Home, Cardi-Luo Crocodile, Paranduo, and PONY COLLECTION, among others.
Research background
The trademark of the Cardi-Luo Crocodile brand visually resembles that of the La Kaste Crocodile brand, potentially leading to market confusion. To prevent trademark infringement and protect its brand image, Cardi-Luo has commissioned a consumer research study to evaluate consumer recognition of the two trademarks, ensuring the distinctiveness of the trademark and the differentiation of the brand image. The research objectives include assessing differences between the trademarks themselves and the differences in consumer perceptions of the brand images they represent.
Research scope
In November 2020, CEIDEA Research was commissioned by Cardi-Luo to conduct a consumer survey targeting residents in key first and second-tier Chinese cities. The study employed a random questionnaire format to assess consumers' awareness and recognition of the Cardi-Luo Crocodile and La Kaste Crocodile trademarks. The primary focus was on identifying differences in consumer perception between the two trademarks, evaluating visual distinctiveness, and analyzing differences in brand image associations. The research aims to provide data support for the official certification of Cardi-Luo's trademark, ensuring the uniqueness of its brand symbols and preventing potential brand confusion in the marketplace.
Expected outcomes
Through this study, Cardi-Luo will obtain detailed data on consumer differentiation between its trademark and the La Kaste Crocodile trademark, enabling a deeper understanding of how consumers perceive and recognize the brands in the market. The findings will provide a scientific basis for trademark protection and brand image development, ensuring that the company can make more informed and decisive decisions in future brand management and trademark usage. Company Profile Antarctic E-commerce, formerly known as Antarctic Man, was founded in 1998 and headquartered in Shanghai. The company specializes in brand licensing, one-stop e-commerce ecosystem services, and supply chain management, and is a publicly listed corporation. Since 2015, its GMV has approached RMB 5 billion, with a sales achievement of RMB 630 million during the 2016 Double Eleven shopping festival. Currently, the company operates multiple brands, including Antarctic Man, Antarctic Man Home, Cardi-Luo Crocodile, Paranduo, and PONY COLLECTION, among others. Research Background The trademark of the Cardi-Luo Crocodile brand visually resembles that of the La Kaste Crocodile brand, potentially leading to market confusion. To prevent trademark infringement and protect its brand image, Cardi-Luo has commissioned a consumer research study to evaluate consumer recognition of the two trademarks, ensuring the distinctiveness of the trademark and the differentiation of the brand image. The research objectives include assessing differences between the trademarks themselves and the differences in consumer perceptions of the brand images they represent. Research Content In November 2020, CEIDEA Research was commissioned by Cardi-Luo to conduct a consumer survey targeting residents in key first and second-tier Chinese cities. The study employed a random questionnaire format to assess consumers' awareness and recognition of the Cardi-Luo Crocodile and La Kaste Crocodile trademarks. The primary focus was on identifying differences in consumer perception between the two trademarks, evaluating visual distinctiveness, and analyzing differences in brand image associations. The research aims to provide data support for the official certification of Cardi-Luo's trademark, ensuring the uniqueness of its brand symbols and preventing potential brand confusion in the marketplace. Expected Outcomes Through this study, Cardi-Luo will obtain detailed data on consumer differentiation between its trademark and the La Kaste Crocodile trademark, enabling a deeper understanding of how consumers perceive and recognize the brands in the market. The findings will provide a scientific basis for trademark protection and brand image development, ensuring that the company can make more informed and decisive decisions in future brand management and trademark usage.
Scan to add our research consultant