They share a brand for mutual benefit. As far as I'm concerned, they can take the Electrolux and pyrex route and share the mutual pain of the other side being overly capitalist.
Haier & GE in the US can rebrand if they don't like the attention.
I'm trying to remember which company it was that sued their foreign trademark licensee because the partner chose to use inferior parts. The argument they used was that the partner damaged the global brand. It might not be relevant if the licensor is the one that's messing up here.