Protecting brand value in age of sensationalism | Raza Associates



With the unforeseen shaft in the use of social media – heightened by nearly two times of the world has come to a deadlock due to the ongoing Covid- 19 epidemic – the reach of the digital world has reached intimidating heights. With this, the influence applied by celebrities over the geste 

 of those who follow them has been unknown. This has not gone unnoticed by youthful entrepreneurs, who have been using celebrities' names, and indeed notorious quotations or catchphrases, for the purpose of imprinting their businesses or gambles. Doing so is eye- catching and frequently results in an increase in the visibility of their products or services. Of course, the added assurance and bankability that attaches to their businesses when they're assumed to be associated with or championed by a notorious person is also salutary. 

On the wise side, what might have come a economic business model for some has led to significant issues for celebrities. The unauthorized use of any trait of a celebrity, similar as their name, image, or likeness, can beget serious loss to their character and strictly erected" brand value". similar acts may not only amount to practicable wrongs similar as passing off, misrepresentation or indeed illegal competition, but can potentially lead to violation of their right to sequestration or indeed internal torture caused by damage to their character. also, celebrities frequently make use of their brand value for marketable gain – for illustration, through collaborations. This has led to celebrities getting decreasingly defensive of their brand and taking applicable enforcement action against the abuse of their celebrity status. 

What is a name? 
In the case of EUIPO v Messi Cuccittini,( 1) the European Court of Justice ruled in favor of footballer Lionel Messi and held that he had the right to register his name as a trademark considering that he's a notable public figure. This came after Messi had tried to register his name at the EU Intellectual Property Office and his operation had been rejected on the basis of an opposition filed by the proprietor of the previous registered trademark MASSI, in respect of cycling clothes and sports-related goods. also, notorious theoretical physicist and author, Stephen Hawking registered his name as a trademark in 2015 – one in a long of line celebrities and public personalities including J K Rowling, Usain Bolt, and Roger Federer to have sought to have their names or other aspects attributable to their celebrity status trademarked.
Celebrities' names are more susceptible to unauthorized use. This has led to celebrities trying to gain further control over the use of their name, which, in some cases, indeed adds to their own marketable value. still, celebrities must be careful in this regard – frequently, the bare enrollment of similar marks without using them can affect similar protection being imperfect, making them liable to-use cancellation. 

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