Blue Ivy TM: is the Jay-Z and Beyoncé baby branding strategy shrewd or misguided? | Siobhain Butterworth

Legal opinion is divided on whether Mr and Mrs Carter are making the best use of trade mark lawThe attempt by Beyoncé and Jay-Z to register their infant daughter's name as a trade mark in the US appears to be continuing in spite of the fact that a wedding planner, who has been running a business with the same name since 2009, has been given the go ahead by the US Patent and Trademark Office to carry on using the name Blue Ivy for events.In countries where the stars succeed in registering Blue I...

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