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Celebrity using name as trademark

30/01/2023 - 02:18
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The advantage of using name as a brand

After so many cases of counterfeit brands taking advantage of celebrities to sell low-quality products, as a person with knowledge of Intellectual Property, I feel quite sad. Not just because of the obvious deception, but sad that these celebrities have wasted one of the resources that companies have spent so much money building: brands. 

Celebrity brand

A celebrity has a clear advantage over companies, which is their “image”. For example, although there are many people in Vietnam with the same name Đoàn Văn Hậu, the first image that most of us think of is the image of football player Đoàn Văn Hậu.

Google search results with keyword “Đoàn Văn Hậu”

Therefore, it is not uncommon for a celebrity to use their name to register a trademark, but in fact, this is a quite successful strategy. Basketball enthusiasts must have heard many times, even bought a pair of Jordan brand shoes to play in. Beauty enthusiasts can’t forget Kylie Cosmetics, Victoria Beckham’s clothes, etc. However, this is also a double-edged sword, when it comes to product images and celebrity images. always go together.

Basketball player Michael Jordan and the shoes associated with his name.

The downside of using your own name as a brand

For example, the Yeezy shoe brand associated with the nickname of rapper Kanye West has almost ended after a series of cult issues related to the rapper. From discriminatory statements to other extremist statements, Adidas, the shoe company, finally decided to give up the shoe company, despite accounting for up to 8% of the company’s profits. 

Singer and rapper Kanye West and his unique shoes.

Therefore, it can be seen that celebrities using their names as brands to sell products and services is an extremely favorable business opportunity. However, it also makes the success of that product or service tied to that celebrity image, especially the bad one.