The Limited Times

Now you can see non-English news...

The president of Mexico and his wife register their initials as a new brand

2020-09-05T17:00:12.485Z


Andrés Manuel López Obrador and Beatriz Gutierrez Müller will be the only ones who will be able to exploit it until 2030.


In Mexico, everyone knows who AMLO is.

The initials of President Andrés Manuel López Obrador are almost as powerful as the full name of the president.

In campaign, in

merchandising

or in the headlines of newspapers, the four letters are in the public domain since in 1995, the politician used them for the so-called 'Caravan for Democracy' to denounce electoral fraud when he was presented to the governor of Tabasco , says the magazine

Proceso

.

This week both López Obrador and Beatriz Gutiérrez Müller received the industrial trademark registration titles from the Mexican Institute of Industrial Property (IMPI), which granted both of them ownership of the trademark of both their names and their initials for 10 years.

This means that if someone wanted to use the name of the president or his wife to set up a restaurant, a gym or create a clothing or mezcal brand, they would run into a legal impediment because the name AMLO already has an owner.

Until 2030, López Obrador and Gutiérrez Müller have the rights to their trademarks for advertising, business management, business administration, and office work.

Also for use in educational services, entertainment, sports and cultural activities.

The trademark registration of Andrés Manuel López Obrador.

IMPI

There is a whole concept around AMLO that is associated with his career in politics, social struggle and a series of values ​​that, although not shared by all Mexicans, are still associated with the president.

"It is related to honesty, fighting corruption and change," says Armando Ruiz, professor of Marketing at the Instituto Tecnológico de Monterrey.

“AMLO has managed to capitalize on his personal brand and for people to relate emotionally to it.

It is undeniable that she is one of the most beloved politicians and one of the most polarized.

In fact, they have no followers, they have real

fans

and that shows in the use they give to their brand, "he says.

"Since ancient times he has been related to being a social fighter", agrees Ana Elisa Crespo, an expert lawyer in intellectual property.

During the 2006 campaign, a drawing of the Monero Hernández that showed the president in an affable way, with the slogan 'Smile, we are going to win' was used to decorate and sell T-shirts, mugs, stuffed animals and all kinds of

merchandising

.

"People took advantage of the López Obrador furor to sell these products," Ruiz says.

Cartoon by Andrés Manuel López Obrador for campaign

According to the current Industrial Property Law, no one other than that person can register a trademark with the name, face or even the voice of a famous or well-known person, unless they have their express consent.

In 2005, Carlos Alberto Puga Bolio, current director of the area of ​​the interoceanic corridor of the Isthmus of Tehuantepec, of the Ministry of Finance, registered the AMLO trademark with the image of a pejelagarto -a typical species of Tabasco and pseudonym by which it is also known to López Obrador- to prevent it from being used by the opposition and distorting its image.

"The circulation is to prevent people from making good or bad use of the brand, since taking advantage of the name and the notoriety that the president has, someone can take advantage of it to make a profit", points out Ana Elisa Crespo.

Since 2008, there have been requests at the IMPI to register the name of López Obrador.

One of them, to create a brand of alcoholic beverages.

Each registration of a trademark in the IMPI costs 2,813 pesos ($ 130) In this case, both López Obrador and Gutiérrez Müller made four registrations each, so the total amount paid to the IMPI amounts to 22,504 pesos (1,071 dollars).

It is not the first time that a president or former president has carried out this procedure, for example, Enrique Peña Nieto also did it in 2010.

“We have gone from the cult of personality as in the case of Fidel Castro or Mao, to that of the politicians 'pop figures' alongside capitalism.

For example, Donald Trump also has his trademark registered ”, adds Armando Ruiz.

The marketing specialist believes that we live in the age of 'brand politicians' who take advantage of their popularity to boost their careers, increase their personal brand and who knows if in the future, sell products with their name and take part of the profits .

Follow Verne México on Facebook, Twitter and Instagram and don't miss your daily ration of Internet wonders.

Source: elparis

All life articles on 2020-09-05

You may like

News/Politics 2024-03-08T14:18:05.197Z

Trends 24h

Life/Entertain 2024-03-28T17:17:20.523Z

Latest

© Communities 2019 - Privacy

The information on this site is from external sources that are not under our control.
The inclusion of any links does not necessarily imply a recommendation or endorse the views expressed within them.