Hisense, the China-based TV manufacturer which markets TVs under the Hisense and Sharp brands in the United States, let the new leadership of Sharp Corp. and the rest of the world know Tuesday that it is still the licensee to the Sharp brand for TVs in North and South America.
The announcement came in response to a report in the Wall Street Journal that upon taking control of the Japanese electronics giant, the new global CEO Tai Jeng-wu said: “We want to polish Sharp’s brand value by ourselves and make it shine globally.”
Tai reportedly went on to say that he hopes to cancel licensing deals for the Sharp brand on various consumer electronics categories, which the former management had made last year in an effort to prop up the value of the company.
In reaction, Hisense USA’s communications team released “a proactive statement” Tuesday saying: “Hisense has not been contacted to discuss altering the terms of its licensing agreement with Sharp. Hisense has successfully resuscitated the Sharp TV brand in the Americas and has no intention of ending its agreement with Sharp early. Over the course of the past year Hisense has made the Sharp TV brand relevant again in the Americas with the introduction of 27 new televisions including the brand’s first curved and HDR [high dynamic range] sets, all of which are built with Hisense’s superior technology.”
Last year, Hisense acquired licensing rights to the Sharp name and various other trademarks for use on TVs it is now marketing in North and South America.
Tai, who was installed as CEO after Foxconn completed the acquisition of controlling interest (60 percent) in Sharp this month for $3.9 billion, has reportedly begun a large-scale corporate restructuring and renewed brand-building efforts.
The new CEO’s goal is to restore “the brand’s image as a global provider of innovative consumer electronics.”
Read more on the use of the Sharp brand for TVs in North America after the jump: