From MS Dhoni's ‘Captain Cool' to Shah Rukh Khan's ‘King Khan': Top 10 celebrities who trademarked their name, likeness

Indian Express

18 hours ago

Celebrity trademarks: When MS Dhoni recently secured the trademark rights to his iconic nickname 'Captain Cool,' it wasn't just a legal win, it was a strategic brand move. For years, the nickname has captured Dhoni's composure under pressure, his calm leadership style, and his popularity both on and off the field. As of June 2025, the Indian Trademark Registry accepted his application under Class 41, which includes services related to sports training, entertainment, and education. Pending no opposition by October, the name 'Captain Cool' will be Dhoni's alone to license, market, and commercialise.
Dhoni joins an expanding club of celebrities–both Indian and international–who've realised that in the age of social media, streaming, and viral merchandise, it's not enough to be famous. You have to own what makes you iconic. From catchphrases and nicknames to names of their children and even voices, here are 10 celebrities who've turned personal identity into legally protected intellectual property.
Dhoni's trademark application for Captain Cool marks a milestone in Indian celebrity branding. The nickname, synonymous with his calm demeanour during high-stakes matches, has been part of public consciousness for over a decade. The trademark, filed in June 2023 and accepted in June 2025, opens doors for commercial expansion–think apparel, sports academies, and even digital ventures under the 'Captain Cool' brand. This move is also significant in protecting Dhoni's legacy in a rapidly commercialising sports ecosystem.
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Shah Rukh Khan is one of the most valuable celebrity brands in the world, and he has trademarked the initials SRK and the moniker King Khan to ensure his global recognition remains legally intact. These trademarks are managed by Red Chillies Entertainment and cover everything from entertainment services to merchandise and events. With fans across continents and a portfolio that includes films, endorsements, and OTT ventures, trademarking these identifiers helps prevent misuse while monetising his brand in every corner of the globe.
Beyoncé and Jay-Z initially sought to trademark their daughter's name, Blue Ivy Carter, in 2012, shortly after her birth. They filed an application with the United States Patent and Trademark Office (USPTO). They did it primarily to prevent others from commercially exploiting it without their permission. They wanted to protect their daughter's name from being used on products or services without their consent. The trademark application was initially met with opposition from a wedding planner who had been using the name 'Blue Ivy Events' for her business. After a lengthy legal battle, Beyoncé ultimately won the trademark rights for Blue Ivy Carter in 2024.
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Salman Khan transformed his personal brand into a philanthropic and commercial empire through the trademarked name Being Human. Initially launched as a charitable foundation focused on education and healthcare, it soon expanded into a globally available fashion brand. The proceeds from clothing and accessories go directly toward funding social initiatives. By trademarking Being Human, Salman Khan not only secured the name legally but created a hybrid identity that blends Bollywood stardom with social responsibility.
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Few artists understand the value of branding like Taylor Swift. In 2015, she trademarked several lyrics and phrases from her 1989 album, including 'This Sick Beat,' 'Cause We Never Go Out of Style,' and 'Nice to Meet You, Where You Been?' These phrases are now protected across a wide array of merchandise–ranging from clothing and stationery to cosmetics and mobile apps. The name for her fanbase, 'SWIFTIES,' is also trademarked, covering various services like advertising and fan club activities. Swift has trademarked the names of her cats, including Meredith Grey, Olivia Benson, and Benjamin Button. She initially trademarked 'Meredith & Olivia Swift' and later expanded it to include Benjamin Button after adopting him.
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In a landmark move for Indian celebrities, Amitabh Bachchan trademarked his voice, name, image, and even signature. Known for his iconic baritone and larger-than-life screen presence, Big B's voice and image are frequently imitated or repurposed in ads and social media content. With this trademark in place, any unauthorised use–be it in deepfakes, advertisements, or mimicry–can be legally challenged. It's a critical step in the age of AI and impersonation, where even a voice can be replicated.
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Kim Kardashian, a branding powerhouse, trademarked SKKN BY KIM as part of her rebranded skincare venture. The trademark covers a broad spectrum of wellness and beauty categories, including cleansers, moisturisers, and beauty tools. Filed in 2021, the brand faced early opposition from smaller companies with similar names but eventually cleared those legal hurdles. With this trademark, Kim ensured that her skincare line would carry the weight of her global identity, while also protecting it from legal disputes and brand dilution.
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Indian cricket star Virat Kohli trademarked One8, a brand that merges his jersey number (18) with his personal identity. Launched in partnership with Puma, One8 spans apparel, footwear, fragrances, and even a restaurant chain. The brand reflects Kohli's values around fitness and performance. Trademarking the name helped him consolidate his off-field ventures and protect his commercial rights as a public figure.
Kylie Jenner trademarked Kylie and Kylie Cosmetics early in her entrepreneurial journey, despite a brief legal dispute with Australian pop singer Kylie Minogue. Jenner's trademarks now span across makeup, skincare, and fashion categories. They were instrumental in her building a billion-dollar beauty brand–Kylie Cosmetics–which she partially sold to Coty Inc. in 2019 for $600 million. Jenner's aggressive branding strategy turned her name into a globally recognised empire before she turned 25.
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Dwayne Johnson may have left professional wrestling behind, but he still owns The Rock–both the persona and the trademark. Filed through WWE and later managed by his own enterprises, The Rock covers a range of products including energy drinks, fitness apparel, and entertainment services. Johnson also trademarked his catchphrases like 'Just Bring It' and 'Know Your Role'. These moves allowed him to transition smoothly from WWE icon to Hollywood A-lister and fitness mogul, maintaining full control over his marketable identity.