Samsung Electronics Co., South Korea's tech powerhouse, has applied for an exclusive right to the names of its organic light-emitting diode TVs, local patent office sources said Wednesday, in what seems to be a pre-emptive move against a battle over similar brands with home rival LG Electronics Inc. in the premium lineup.
Samsung submitted a trademark application for the five names -- Super UHD OLED, Ultra Super OLED, Samsung Super Ultra OLED, Ultra OLED and Super UHD -- in Seoul on Jan. 26, according to the Korean Intellectual Property Office.
The move came two days after LG debuted its 2015 TV lineup on the home turf, including what the company announced will be called Super Ultra HD TV.
LG also filed for a registration on Smart OLED and Super Ultra HD TV in mid-January, followed by a separate trademark application for "OLED."
Market watchers said the two firms are quickening steps to secure the exclusive right to their high-end TV brands.
OLED TV has been LG's flagship line for the premium market, despite high costs to produce the advanced display that doesn't need a back light unit, since the company has bet the price will fall as the yields are improving.
Samsung, on the contrary, has been less enthusiastic about the OLED TVs and is vowing instead to push its latest models based on the quantum dot display, named SUHD TV.
In Korea, it takes an average of five months for a preliminary review on a trademark application, before it is officially registered with the patent office if there is no appeal within the following two months.(Yonhap)