Blac Chyna’s application to register her future married name as a trademark opposed by Kardashian sisters

Chyna’s application to register her future married name – Angela Renee Kardashian – was opposed by the Kardashian sisters in a bid to protect the goodwill and popularity associated with their empire.

From television- to clothing- to make-up, ‘Kardashian’ has not only become a household name, but a very successful trademark. With an estimated net worth of $150 million, it is unsurprising that the family became defensive when Rob Kardashian’s fiancée- Blac Chyna -filed a trademark application in the US to register her future married name – Angela Renee Kardashian – for entertainment and social media purposes.

Unfortunately for Blac Chyna, keeping up with the Kardashians is not as easy as it seems. A team of attorneys acting for Kourtney, Kim and Khloe Kardashian argued that Chyna was ‘deliberately seeking to profit from the goodwill and popularity’ of the Kardashian name, and have opposed the application for the registration of that mark.

Although Chyna’s attorney Walter Mosley called the filing to block her application a ‘shock’ as it is ‘actually her name’, it is understandable why the Kardashian family have become protective over their intellectual property. If Chyna began using the Kardashian name to promote her social media pages, and the pictures or blogs posted raised controversy, this may negatively affect the business of the original Kardashian Empire by association. It could also result in public confusion and dilute the family brand.

Although the Kardashian sisters are said to be welcoming their new in-law, the opposition is still pending with the U.S Patent and Trademark Office. Regardless of the outcome, it does raise some interesting issues regarding the use of surnames as trademarks and the power of brand.