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Sharp Tries to Pull Plug on U.S. Trademark Contract With Hisense

By Wang Qionghui and April Ma
Sharp Corp. is seeking to pullout of a trademark contract in the U.S. with Chinese TV maker Hisense Co. Ltd. . Above, a Hisense laser television is displayed at the Appliance & Electronics World Expo in Shanghai on March 9. Photo: Visual China
Sharp Corp. is seeking to pullout of a trademark contract in the U.S. with Chinese TV maker Hisense Co. Ltd. . Above, a Hisense laser television is displayed at the Appliance & Electronics World Expo in Shanghai on March 9. Photo: Visual China

(Beijing) — Sharp Corp. is seeking to pull the plug on a trademark contract in the U.S. with Chinese TV maker Hisense Co. Ltd. for allegedly “cutting corners on quality,” as the Japanese electronics-maker filed a court action against Hisense for devaluing its name.

The leading LCD TV-maker is reneging on a 5-year branding license for its TV business, an agreement signed before the arrival of a new owner, Taiwanese manufacturer Foxconn Technology Group. Foxconn is now actively looking to leverage the Sharp brand to boost worldwide growth in its consumer electronics.

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