Legal name or stage name: when an influencer becomes a registered brand

In the digital world, influencers increasingly use their stage name to promote products, services, and campaigns. But how is this name legally protected?

A person’s civil name is protected as a personal right, ensuring protection against identity misuse. However, it does not grant commercial rights over associated products or services.

A stage name, when registered as a trademark with the Brazilian National Institute of Industrial Property (INPI), gains legal protection in the business context, preventing third parties from commercially exploiting the influencer’s identity without authorization.

Trademark registration allows influencers to:

• Sign contracts with sponsors, suppliers, and partners;

• Launch exclusive products or collections;

• Safely license their image;

• Avoid legal disputes that could harm reputation or business.

Trademark protection also strengthens the personal brand, making it a strategic business asset with measurable commercial value, essential for negotiations, collaborations, and advertising campaigns.

Specialized legal counsel in Fashion Law and Entertainment Law ensures that all licensing agreements, collaborations, and image rights are structured clearly, minimizing conflicts and providing full legal security.

With a protected brand, influencers can expand their commercial operations, launch products, and negotiate international collaborations, always with robust legal support.

Carolina Lago Advocacia guides influencers and brands through every step, focusing on risk prevention and enhancing the commercial value of their identity, ensuring the stage name and personal brand remain protected strategic assets.