BEIJING, Feb. 2 (Xinhuanet) -- Beijing No. 1 Intermediate People's Court upheld a decision to deny the world's leading chewing gum maker, William Wrigley Jr. Co., permission to trademark its "coolwhite" brand in China.

    Chinese trademark office made its decision by splitting "coolwhite" from a trademark into two English words. It ruled the two words are "descriptive of the flavor, taste or color of any gum or candy."

    The trademark office believed the trademark could not help consumers discern sources of different products.

    Wrigley argued "coolwhite" is a new combination of two words that helps consumers identify the product.

    The court backed the trademark office's decision and ruled the trademark could not be used on gum or candies, because it's meaning refers to common characteristics such as taste and color.

    China's Trademark Law forbids registration of such trademarks, for they might deprive other businesses of the means to describe their products, according to the court. Enditem