What’s in A Name?


via your classmate Ruby:

Kylie Jenner has established a successful brand identity as a reality television personality, socialite, fashion designer and model. She has capitalized on her celebrity status through various business ventures including a clothing line called Kendall and Kylie and a successful cosmetics line called Kylie Cosmetics. Naturally, Kylie submitted a U.S. trademark application for her respective name in 2015, as she wanted to protect her name in relation to advertising, entertainment and personal appearances “by a celebrity, actress, and model.”

Unfortunately for Jenner, in February 2016, Australian pop star Kylie Minogue and her representative business, KBD, filed a notice of opposition to Jenner’s application. KBD argued that Minogue already owns trademark registrations for “Kylie Minogue Darling,” “Lucky – the Kylie Minogue musical,” and her full name, “Kylie Minogue.” She has also owned kylie.com since 1996, which is to say, before Jenner was born. Kylie Jenner has filed an appeal to the United States Patent and Trademark Office.

Minogue has been active since 1988 and has established a prominent brand not only in pop culture but also through philanthropic and humanitarian efforts. She has been known as “Kylie” for the entirety of her career. Jenner, on the other hand, debuted in 2007 and her name has appeared in a variety of outlets and products. As it currently stands, ownership of a name is quite often a first-come-first-serve situation.

Kylie Jenner has established a strong brand identity which has been powerfully defined through various social media platforms. She was voted as one of 25 most influential teens of 2014, and in 2016 she was one of 10 most followed celebrities on Instagram and has a best-selling app on iTunes.  She has accumulated a large and loyal following which has enhanced her brand’s personality. Her followers, primarily millennials and teens, are exposed to her life and she promotes EVERYTHING on her social media platforms. If Kylie J. doesn’t win the appeal, will it affect the Kylie Jenner brand?



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