{"id":160277,"date":"2026-06-10T16:48:47","date_gmt":"2026-06-10T16:48:47","guid":{"rendered":"https:\/\/digitionary.com\/dictionnaire\/family-name-brand\/"},"modified":"2026-06-10T17:59:14","modified_gmt":"2026-06-10T17:59:14","slug":"family-name-brand","status":"publish","type":"dictionnaire-dico","link":"https:\/\/digitionary.com\/en\/dictionnaire\/family-name-brand\/","title":{"rendered":"family name brand"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">A surname trademark is a registered trademark that takes its name from a person&#8217;s surname. This name is usually that of the founder of the company or brand, but it can also come from a commercial agreement, such as the name of an athlete or public figure, or even from a completely original creation. Surname trademarks are intrinsically linked to their origin. Brands using their founder&#8217;s surname are common in sectors such as automotive, luxury goods, and fashion. When a trademark is sold, disputes can arise between the new owner and the person whose name was used, especially if it is a real name. This can restrict the commercial use of the surname. Such disputes are frequent in the fashion industry. Similarly, legal conflicts often arise when it comes to exploiting the fame of a living or deceased person. Some examples of well-known family-name brands include Renault, Peugeot, Citro\u00ebn, Michelin, Heinz, Monique Ranou, Justin Bridou (a invented brand), In\u00e8s de la Fressange, Jean Paul Gaultier, Kenzo, Louis Vuitton, Chanel, Louboutin, Jacques Dessange, Franck Provost, Jean-Louis David, Dyson, and others. A notable example is the Steve Jobs jeans brand, which Apple couldn&#8217;t prohibit because it wasn&#8217;t trademarked, and whose logo, inspired by his, was also not prohibited. A marketing expert highlights the numerous advantages of family-name brands, among other things.<\/p>\n","protected":false},"template":"","categories-glossary":[308],"class_list":["post-160277","dictionnaire-dico","type-dictionnaire-dico","status-publish","hentry","categories-glossary-branding-brand-identity"],"_links":{"self":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico\/160277","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico"}],"about":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/types\/dictionnaire-dico"}],"wp:attachment":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/media?parent=160277"}],"wp:term":[{"taxonomy":"categories-glossary","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/categories-glossary?post=160277"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}