CHERRY is tightening the protection of its intellectual property as the homegrown electronics brand expands beyond mobile phones into smart home devices and other consumer technologies sold increasingly through e-commerce.
The former Cherry Mobile has joined the Memorandum of Understanding (MOU) on E-Commerce facilitated by the Intellectual Property Office of the Philippines (IPOPHL), strengthening efforts to curb counterfeit products and protect consumers in online marketplaces.
The move comes as CHERRY broadens its product portfolio to include Internet of Things (IoT)-enabled devices such as security cameras, lighting systems, and smart appliances, moving the brand deeper into a technology market where authenticity and product quality can be harder for online shoppers to verify.
“Homegrown brands like CHERRY have invested greatly in developing technology products and building consumer trust in the market,” IPOPHL Deputy Director General Nathaniel S. Arevalo said.
He said local brands deserve an online marketplace where their intellectual property rights are respected and genuine products can compete fairly.
For CHERRY, stronger enforcement also gives consumers greater confidence that products carrying its name are authentic and have passed quality checks.
“This initiative will surely help in assuring our patrons that they are buying CHERRY branded products that have passed quality assurance standards,” said Jobelle Tupaz-Go, marketing manager of Cosmic Technologies Inc. (CTI) Group, CHERRY’s parent company.
CHERRY’s participation reflects the changing nature of the Philippine electronics market, where online platforms have become an important channel for discovering and purchasing technology products.
The brand’s expansion into connected devices also increases the range of products that could be vulnerable to imitation, making intellectual property protection increasingly important as it competes in a broader consumer electronics market.
CHERRY is the flagship brand of the CTI Group, which also includes Pure Living Wellness, an earlier signatory to the E-Commerce MOU.
With CHERRY’s accession, the brand becomes the 124th party to join the agreement.
The partnership gives CHERRY another layer of protection as it moves from its mobile-phone roots into the increasingly crowded smart electronics market, where the battle is not only for consumers’ attention, but also for their trust.
