Dwayne “The Rock” Johnson Acquired Trademark Rights to Insults in Savvy Business Move
In a savvy business move, Dwayne “The Rock” Johnson acquired the trademark rights to his brands and his NIL rights as part of joining the Board of the WWE. Image licensed under the Creative Commons Attribution 2.0 Generic license.
Dwayne “The Rock” Johnson’s ascent from WWE superstar to Hollywood icon is a testament to his charisma and his brand-building savvy. Back in January, the Rock joined WWE as part of the Board of Directors. Along with the executive position, and lucrative financial deal, the Rock negotiated for the right to acquire the rights to all of his WWE intellectual property like his name, image and likeness and even included the trademark rights to the insults and his wrestling nicknames and other nicknames other used previously during his time at the WWE. Initially, when he joined the WWE he assigned all of his individual rights to his nickname, his brand, his name, image and likeness to the WWE. As part of joining the WWE Board of Directors, he was in a better position to negotiate and he used the opportunity to renegotiate for ownership of his intellectual property rights, including his trademark rights and NIL rights.
As part of the move in acquiring the trademark rights to the insults and various nicknames, he agreed to license them back to the WWE for ten years. The next step will be to record the assignment with the Trademark Office. In addition to The Rock, he acquired rights to some memorable and iconic slurs like, The Rock”, “Rocky Maivia”, “Team Corporate”, “Rock Nation”, “The Nation”, “Roody Poo”, “Candy Ass”, “Jabroni”, “If you smell what The Rock is cooking”, “The Samoan Sensation”, “The Blue Chipper”, “The Brahma Bull”, “The People’s Champion”, “The Great One”, “Know Your Role and Shut Your Mouth”, “Team Bring It”, “The Rock Just Bring It”, “The People’s Elbow”, “Rock Bottom”, etc.
In addition to the various nicknames, The Rock also acquired the rights to various logos, other intellectual property including the rights to his nicknames, caricatures, voice, signature, gestures, routinees, costumes or parts of costumes. With this move The Rock, will be able to leverage his rights not only in his various brands but also in his name image and likeness and even his costume and other aspects of his wrestling persona and identity. From studying The Rock’s recent efforts, other celebreties, as well as anyone else looking for brand protection, can learn a valuable lesson about the monetary potential of negotiating for the rights to your branding elements along with the rights to your name, image and likeness (NIL) as part of your performance agreements.
The Power of Trademarks
- Brand Protection: Trademarks prevent others from profiting off your name, reputation, and unique identifiers. If someone uses a trademarked phrase, it opens them up to legal action.
- Licensing Opportunities: Owning Trademark rights allows you to license your intellectual property to merchandise, collaborations, and more, creating additional revenue streams.
- Legacy Building: Trademarks can help build and protect a brand for years to come, part of your legacy you can transfer to others. The Rock’s catchphrases have become synonymous with his character, and owning those marks allows him to control their use in the future.
Why Did The Rock Do It Now?
- XFL Rebranding: With his ownership position in the XFL and license to the WWE, The Rock is positioned to create merchandise and market his iconic catchphrases to maximizing his brand.
- Cultural Nostalgia: WWE catchphrases hold nostalgic value for fans, potentially opening up lucrative licensing opportunities.
- Future-Proofing: Securing trademarks is essential for long-term brand protection and control, even if immediate plans are unknown.
Lessons for Businesses and Entrepreneurs
- Trademark Early: Don’t wait to trademark recognizable slogans, logos, or names associated with your business.
- Identify Unique Identifiers: Anything that sets you apart could be eligible for trademark protection.
- Safeguard Your IP: Your intellectual property is precious. Secure ownership for maximum control and protection.
Is “Candy Ass” Even Trademarkable?
This is a fascinating legal question! While common phrases or insults are generally not trademarkable. However, registering trademark rights to insults may be possible when they are strongly associated with a specific individual or brand. The Rock’s case proves his catchphrases have achieved an exceptional level of public recognition which are used to identify him as a potential source of goods or services.
Final Thoughts
Dwayne “The Rock” Johnson’s move to secure his rights in his brand highlights the strategic value of trademarks. Whether you’re a business owner or a rising star, protecting your intellectual property is a sound investment in your future success.
Contact us if you have any questions or want to discuss trademarking your business assets!
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