Google's Chinese business has been consistently questioned and criticized, but now a Chinese company has taken issue simply with its name.
Beijing Guge Sci-Tech is suing Guge, or Google China, claiming that the Internet search giant is tramlping on its good and, perhaps most important, registered Chinese Mandarin business name. Guge Sci-Tech registered its name in 2006, a few months before Google did. Now the tech company wants Google to change the name of its Chinese branch and pay an undisclosed sum to cover all its legal fees.
Beijing Guge Sci-Tech registered its name at the Beijing Municipal Industrial and Commercial Bureau on April 19, 2006, and Google followed with registering "Guge" on November 24 that same year. This similarity in names, Beijing Guge Sci-Tech argues, has confused the public and damaged its business.
However, if Google was considering the use of the word before Beijing Guge Sci-Tech registered, it could work in Google's favor as the company has clearly registered its name in good faith. And, for all we know, the Chinese-based Guge may be little more than a trademark registration or a cybersquat, as information on the company is extremely hard to come by. Google China suggests that Guge Sci-Tech is indeed looking for an easy payout, perhaps having picked up on Google's plans by paying attention to Western media. Everyone knew Google would be changing its name in China, as "Goo-Gol" means "old" or "lame dog."
Also at issue between the companies is the definition of guge, which is not a normal Chinese word. Google says its a combination of Chinese characters that mean "valley" and "song"—a reference to Google's Silicon Valley ties. Beijing Guge Sci-Tech disagrees, stating the word means "a cuckoo singing in the spring, or the sound of grain singing during the harvest autumn time."