Every major brand is grappling with the issue of intellectual piracy. While infringements on property rights are a problem around the globe, the Chinese are especially guilty of rampantly "borrowing" ideas or adapting successful product and entertainment ideas, making them their own without much concern.


The U.S. Government, tired of China's lackadaisical attitude about the issue, finally filed a complaint with the World Trade Organization. Protecting companies' intellectual properties from being ripped off has become an onerous task, but billions of dollars are at stake. Even worse, brand equities can be eroded... .

Business Week reports on just one recent incident in a short article in the magazine's May 28th issue, titled The Great Walt of China. Apparently, a Japanese TV news crew shot footage of Beijing's Shijingshan Amusement Park in early May. Caught on film: a fake Mickey and Minnie Mouse, Snow White and Donald Duck among other copyrighted Disney properties.
This has understandably caused a real problem for Disney, whose attorneys made contact with Beijing's Copyright Bureau to express their displeasure. Since Disney owns a park in Hong Kong, and has no contractual agreement with the amusement park in Beijing, the entertainment giant was bound to protect its interests.
By May 12th, no Disney characters were seen in the park, while Park General Manager Liu Jingwang stated that "he didn't understand all the fuss." He then went on to say, "We have our own mascots. We don't need to imitate other people." This led Disney Asia spokeswoman Alannah Goss to say, "We appreciate the efforts of the Beijing Copyright Bureau in dealing with this situation."
Regardless who the guilty parties are who pirate the intellectual property of companies: the loss of revenue in real sales dollars and the damage done to brands, their values and reputations, can be catastrophic. Whether unique products, services, or other intellectual properties are being pirated, everyone stands to lose.
When companies work so hard to build equity--there is too much at stake to not be vigilant and not protect one of their most important assets–their brands.