Arguably, Ivanka’s name is on its way to being as distinctive as those of Beyonce and Madonna. Someone like her little sister would have a harder time. The name Tiffany, used on items as disparate as Tiffany & Co. jewelry and artificial Christmas trees, is significantly less unique.
Even uncommon names can run into trouble if the space is already occupied. Kylie Jenner, the youngest Kardashian sister, lost a recent battle to trademark her first name as it relates to advertising services. A representative of Australian singer Kylie Minogue contested the application, arguing it would confuse consumers and dilute Minogue’s brand. The musician has operated Kylie.com since 1998 and owns numerous trademarks involving the name, including “Kylie” for entertainment and music.
As opposed to the two Kylies, for now there’s just one Ivanka. And she isn’t just looking to protect her name. She’s also taken steps to trademark #WomenWhoWork, a personal lifestyle initiative and the title of her next book. Even farther afield, her licensing company has trademarked two versions of her oldest son’s name, Joseph Frederick Kushner, to use on clothes and accessories.
Indeed, in a weird twist on Trump family dynamics, the person who could pose the biggest obstacle to Ivanka’s trademark strategy is her own mother. Ivana Trump, Donald Trump’s first wife, was one of the first in the family to brand herself. She owns trademarks for “Ivana” in connection with wine, eyeglasses, and jewelry, along with IvanaTrump.com. And the name Ivana looks and sounds a lot like Ivanka—an important point when it comes to blocking a trademark application.
Chinese battleground
But it’s not her mother she has to worry about. China has emerged as Ivanka Trump’s biggest intellectual property nemesis. Ivanka Trump, the person, is adored in China. Many see her as smart, beautiful, and hardworking—and without the political overtones that make her so controversial in America. Businesses have filed at least 250 trademark applications to use the local language version of Ivanka on products such as diapers and bottled water.
Historically, China provided little protection for intellectual property. But Trump’s company may soon be the beneficiary of nascent efforts to crack down on profiteers. Starting in March, provisions approved by China’s Supreme People’s Court have been taking effect, aiming to protect famous people like her. So far, Ivanka Trump Marks LLC has filed more than 50 applications for trademarks on variations of her name in both English and Chinese. And earlier this month, on the same day she and Kushner sat down to dine with the president of China at Mar-a-Lago, the Chinese government granted her company three new trademarks for jewelry, bags, and spa services.
“She’s got a very large opportunity with the Chinese consumer,” said Brian Buchwald, chief executive officer of Bomoda, a consumer intelligence company that focuses on China. But he doubts Ivanka can rely solely on her first name to win over that market. For that, she may still need the brand her father built.
“It’s the Trump name that adds glamour,” he said.
This article was provided by Bloomberg News.