Zifeng (Purple Mountain) Plaza, claimed as the seventh tallest building in the world, will be viewed as a new landmark in Nanjing, Jiangsu Province next year when construction works will be finished.

Although the outline of the building already stretches skywards, its owners are short of happiness, because the name of the building has already been registered by a third party.

In fact, a smart staff clerk in Nanjing has already registered not only the Zifeng trademark but also the Chinese pinying and logos of Zifeng Plaza in as many fields as real estates, hotel, catering and trades. 

Thus Zifeng Plaza owners are left with nothing but the prospect of buying the trademark back or using another name and losing all the investments already done on it. 

We don’t know what Zifeng owners will do now but we can say for sure that working on brand building and not securing the brand name leads the way to potential immeasurable loss for the company. When a company invests in branding, it would better make sure it has also registered the brand.