Controversy surrounding the “Pho Thin” case.
created, recently, the story of Pho Thin has caused a stir on all social networking forums about the story of brands, trademarks and franchising. The incident started in early February, when a pho restaurant named "Pho Thin" opened in Thu Duc City (HCMC) introducing itself as the "successor" of Pho Thin 13 Lo Duc Hanoi .
However, Mr. Nguyen Trong Thin, owner of Pho Thin restaurant at 13 Lo Duc, Hanoi, has affirmed that there is no such thing as someone being his "successor".
The name “Pho Thin” appears in 13 trademark applications filed at the Vietnam Intellectual Property Office by many different organizations and individuals.
Meanwhile, up to now, "Pho Thin" has been a familiar name to many diners when referring to pho.
According to the announcement on the website http://wipopublish.ipvietnam.gov.vn (digital library on industrial property supported by the World Intellectual Property Organization and built in coordination with the National Office of Intellectual Property), as of February 28, the name "Pho Thin" appeared in 13 trademark registration applications submitted to the National Office of Intellectual Property of Vietnam by many different organizations and individuals.
According to the list, among the organizations and individuals who submitted applications to register the name "Pho Thin", the applicants are Mr. Bui Chi Dat (known to many as the owner of Pho Thin Bo Ho store), Mr. Nguyen Trong Thin (owner of Pho Thin 13 Lo Duc Hanoi store), Pho Thin 13 Lo Duc Hanoi Brand Preservation and Development Partnership Company (legal representative is Mr. Nguyen Trong Thin)...
Brand stories have been a controversial topic on social media in recent days.
However, according to this website, currently in Vietnam, Mr. Bui Chi Dat and Ms. Bui Thi Thanh Nhan are co-owners of the trademark called "Pho Thin" for the restaurant service industry (Pho shops) and have been granted a certificate of protection.
For a long time, it has not been new for owners to create delicious and unique dishes, forming famous and familiar restaurants with many diners. However, in the context of social media development, the emergence of franchise brands and multi-channel digital platforms contributes to brand recognition with consumers, stories of "slow-footedness" in terms of brand copyright can cause significant consequences for business.
From here, many people believe that if the owner had a plan to protect and handle infringement from the beginning to be able to exploit and exclusively use the name "Pho Thin", there would not be the current unclear controversies.
Obviously, brand stories have had a significant impact on business as well as building the reputation and brand of restaurants.
Afraid of losing your brand?
In Ho Chi Minh City today, there are many restaurants selling a variety of dishes such as pho, beef noodle soup, vermicelli with meatballs, hu tieu, etc. Although they have been open for many years and have received great support from customers, they have not yet registered their trademarks. According to restaurant owners, is trademark registration really necessary?
Mrs. Lien's noodle shop has been open for over 30 years.
Having existed for more than 30 years, the noodle shop No. 9 of Ms. Nguyen Thi Bich Lien (57 years old) located on Nguyen Van Lich Street (Linh Chieu Ward, Thu Duc City, Ho Chi Minh City) still receives regular customers. The restaurant is famous on social networks, known by many people in Ho Chi Minh City as "the most expensive noodle shop in Thu Duc" when the price of each bowl ranges from 50,000 - 100,000 VND. In addition, the cheerful owner wears a traditional Vietnamese dress to receive customers every day, which also makes many people excited.
Although she is a long-standing restaurant owner, Ms. Lien said she has not registered a trademark for many reasons. "For decades, I have been doing business like this. People rarely call me Hu Tieu No. 9, but instead call me Hu Tieu Ba Lien for familiarity. I do not care about registering a trademark or brand because I am a small business owner and have no intention of expanding my business, so I do not see it as necessary," the owner confided.
Famous noodle soup at Mrs. Lien's restaurant.
Although there have been many times when there have been many other "Mrs. Lien" noodle shops popping up around Thu Duc area, causing customers to wonder and confuse. However, the owner confided that what is most important to her is how to cook delicious food, how to serve customers properly, because the customers here are mainly "regular" customers for many years, and are very familiar with her noodle shop.
"The important thing is that the brand is in the hearts of customers. I think that when it is necessary, I will register the exclusive brand," the owner shared.
Meanwhile, the noodle shop of Ms. Pham Thi Chau (68 years old), with decades of experience on Pham The Hien Street (Ward 6, District 8) also said that she is "not familiar" with registering exclusive trademarks for her restaurant.
Ms. Chau "is not familiar" with trademark registration because over the years she has been doing business "the same way".
"Every night, I sell noodles from 11pm to 7am and then go to sleep. It's been like that for many years. I just worry about selling and don't know how to register a trademark. If you ask me if I'm afraid of people copying my brand and restaurant name, I am afraid, but I think the customers here are all regulars, and the noodles I cook have their own recipe, unlike anywhere else, so people can't get confused," the old lady added.
According to Ms. Chau, although many times people wanted to "franchise" her noodle brand to sell in other places, she did not agree because she was afraid of future troubles. In addition, the owner is also happy with her small restaurant and her regular customers. She also said that in the future, if possible, she can ask relatives and children in the family to register the brand for her to avoid problems with the brand.
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