Issue The Qiaodan Company use the Chinese name of Michael Jordan Qiaodan to

Issue the qiaodan company use the chinese name of

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connection on him, (Jourdan, 2016). Issue: The Qiaodan Company use the Chinese name of Michael Jordan (Qiaodan) to gain attraction among the customers. The Qiaodan Company wants to deceive the people that their products are connected to the basketball superstar. Does an individual has the right to protect his own name? Is it legal to connect a name to a certain product, services, or even a company brand name? Rule/Applicable Law : The Trademark Protection Law was implemented to protect the name or the identity of a particular business industry or company. According to the United States Patent and Trademark Office, trademark protects the brand names and logos of different kinds of goods and services manufacturers. The case of Michael Jordan against Chinese Qiaodan is quite different because the company used the name of a famous person to sell their products to the people. Based on the law, a person can protect his own name under the rights of publicity or privacy, (Thomas, 2011). Since Michael Jordan is a celebrity and he endorsed products, he has the legal rights to protect his name because the Qiaodan Company established a secondary meaning of his name. The highest court of China decided to put their favor to Michael Jordan.
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