OnePlus may rebrand Dash Charge due to trademark issues

By Digit NewsDesk | Published on 21 May 2018
OnePlus may rebrand Dash Charge due to trademark issues
HIGHLIGHTS

OnePlus' Dash Charge patent application was rejected by the EU after it received opposition from Bragi and Amazon.

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During the launch of the OnePlus 6 in London, keen eyed viewers would have noticed that the company did not mention it proprietary fast charging system, Dash Charge, by name. Instead, the company just called it fast charge. As it turns out, there is a reason why it did so, and it has to do with trademarking. As reported by Android Police, the company filed a trademark for the name Dash Charge in the US and the European Union back in 2016, when it first unveiled the feature with the OnePlus 3. However, the trademark application was rejected by the EU in April this year. This comes after the trademark application received opposition from two companies, Bragi and Amazon.

Bragi is a German company that manufactures truly wireless earphones. The company currently offers an earphone under ‘The Dash’ branding. Amazon on the other hand, has a trademark on the ‘Dash Replenishment’ service. The service allows developers to link the customer’s Amazon account to their devices and select products that they automatically want to reorder. The device is able to measure and track usage, and when supplies run low, it will place an order using the Dash Replenishment Service.

OnePlus’ US store no longer calls its charging cables and charger Dash Charge. Instead, it calls it ‘Fast Charge’. But on the Indian website, it still calls it Dash Charge. It should also be noted that the company called it Dash Charge during the Indian launch. So it is possible that the trademark issue is limited to the US and European market.

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