Qualcomm now being challenged on Chinese trademark

How do you say "Qualcomm" in Chinese? That may depend on a Shanghai court battle against the team that beat Apple Inc in a similar dispute three years ago.

A local company laying claim to Qualcomm Inc's Chinese-language brand name, Gao Tong, has enlisted Hejun Vanguard Group, the management consulting firm that helped make Apple pay $60 million in 2012 to use the iPad moniker in China. A trademark suit brought against Qualcomm by Shanghai Gao Tong Semiconductor Co is set for a court hearing next month.

"This is a follow-up to the Apple iPad case," said Hejun Vanguard President Li Su. "We must safeguard the dignity of Chinese national brands and defend the legitimate rights and interests of Chinese enterprises."