South Africa, July 23 -- When the influencer becomes the brand builder, a thorny question arises: who owns the trade mark?

This question is not merely academic. It cuts to the heart of commercial value, legal entitlement, and brand control. As businesses and influencers continue to collaborate in the digital space, understanding the trade mark implications of influencer-created branding is more important than ever.

The influencer economy and brand creation

Influencers often develop highly curated identities and personal narratives. They create content that resonates with niche audiences and leverage trust to promote third-party products. But in some cases, influencers go beyond promotion - they coin a phrase, design a hashtag, or becom...