Shinsegae cedes claim to BTS brand after legal stoush
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South Korean department store franchise Shinsegae has relinquished its claims to the K-pop boy band BTS brand name following a threat of legal action by the band’s representatives.
“We renounce all trademark rights related to BTS,” read a statement from the firm released this week. “Shinsegae supports the activity of BTS, which leads the Korean wave.”
The band has struggled to claim ownership of the brand name since 2013 when it was discovered to have already been registered by Shinhan Corporation as part of a “Back to School” campaign. Shinsegae purchased the brand in 2018 for use in its various product ranges, including apparel.
Shinsegae’s trademark application for the BTS brand was rejected by the South Korean state patent office after the band’s management Big Hit Entertainment filed an objection on grounds of absurdity, given the band’s global popularity. Shinsegae initially appealed the decision.
Questions & Answers
Q.Why did Shinsegae initially claim the BTS brand name?
Why did Shinsegae initially claim the BTS brand name?
Shinsegae bought the brand in 2018 to use across its product ranges, including apparel. This was after Shinhan Corporation had originally registered it for a 'Back to School' campaign in 2013.
Q.What was the immediate cause of Shinsegae relinquishing its claim to the BTS brand?
What was the immediate cause of Shinsegae relinquishing its claim to the BTS brand?
Shinsegae renounced its trademark rights following a threat of legal action from BTS's representatives. This came after their initial appeal against the state patent office's rejection of their application.
Q.When did the band BTS first discover issues with their brand name ownership?
When did the band BTS first discover issues with their brand name ownership?
The band first struggled to claim ownership of the brand name in 2013. This was when they found it had already been registered by Shinhan Corporation for a 'Back to School' campaign.
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