South Africa: Trademark

Many businesses invest heavily in building their brand before checking whether their chosen name is available, only to face costly rebranding when conflicts arise. A trade mark availability search and proper registration can prevent these expensive disruptions and protect one of your most valuable business assets.

When Mirra Andreeva wore a jacket emblazoned with "I want to thank myself" after winning the French Open, the phrase sparked more than social media buzz—it raised critical questions about when memorable words cross the line from cultural moment to protectable brand. This analysis explores the legal boundaries between quotable expression and trademark protection, examining how context, commercial use, and consumer perception determine whether a phrase deserves intellectual property protection.

In March 2026, Estée Lauder launched court action in the UK Courts against Ms. Jo Malone, Jo Loves and ITX Limited, a company which trades as Zara.