As professional wrestling continues to evolve, so does the landscape of WWE’s roster. One aspect that often goes unnoticed is the decision-making process behind which wrestlers get to keep their indie names and which ones are forced to undergo a rebrand. According to a WWE insider, the driving force behind this process is trademark control, a complex and often misunderstood aspect of the wrestling business.
The Importance of Trademarks in Professional Wrestling
Trademarks play a vital role in the world of professional wrestling, serving as a unique identifier for wrestlers, promotions, and intellectual properties. In the United States, trademarks are registered with the United States Patent and Trademark Office (USPTO), providing exclusive rights to the owner to use the mark in commerce. For wrestlers, having a trademarked name can be a valuable asset, allowing them to maintain their brand identity and connect with fans on a deeper level.
In the case of WWE, trademark control is crucial in ensuring that their wrestlers’ names and personas don’t infringe on existing trademarks or cause confusion in the market. This is where the decision-making process behind keeping indie names comes into play.
The WWE Trademark Review Process
According to sources close to Cody Rhodes, a WWE Superstar who has successfully transitioned his indie name to the main roster, the trademark review process is a rigorous and thorough evaluation. When a wrestler is signed to WWE, their name and persona are subject to a trademark review to determine whether they infringe on existing trademarks or pose a risk to the company’s brand.
A WWE trademark attorney is typically responsible for conducting the review, assessing factors such as:
- Similarity in sound, sight, or meaning between the wrestler’s name and an existing trademark
- The likelihood of consumer confusion or mistake in associating the wrestler’s name with another trademark
- The potential impact on WWE’s brand reputation and intellectual property rights
The Weight of Precedent in WWE’s Trademark Decisions
Precedent plays a significant role in WWE’s trademark decisions, with the company often relying on past cases to inform their decisions. A WWE insider revealed that the company’s trademark attorneys often consult with lawyers from rival promotions, such as AEW, to ensure they’re not infringing on existing trademarks.
For example, when Cody Rhodes joined WWE, his name was subject to a trademark review. Despite being a well-established indie wrestler, Rhodes’ name didn’t pose a significant risk to WWE’s brand, allowing him to keep his trademarked name.
The Rebranding Conundrum
Not all wrestlers are as fortunate as Cody Rhodes. When a wrestler’s name is deemed too similar to an existing trademark, WWE may opt to rebrand them. This can be a challenging and often frustrating experience for wrestlers, who may feel their identity is being compromised.
According to a WWE Superstar who requested anonymity, rebranding can be a sensitive topic, with some wrestlers feeling like they’re losing their identity.
“It’s like they’re erasing who you are as a wrestler,” the Superstar said. “You’ve built a career around your name and persona, and suddenly, it’s like that means nothing. It’s tough to deal with, but you have to adapt and move forward.”
The Future of Trademark Control in WWE
As professional wrestling continues to grow and evolve, the importance of trademark control is likely to remain a critical aspect of WWE’s business. With the rise of indie wrestling and the increasing popularity of promotions like AEW, the competition for unique and trademarkable names is becoming fiercer.
According to a WWE insider, the company is taking a more proactive approach to trademark control, investing in advanced technology to help identify potential trademark issues before they become major problems.
“This is a constantly changing landscape,” the insider said. “We need to stay ahead of the curve and ensure that our wrestlers’ names and personas don’t infringe on existing trademarks. It’s a delicate balance, but one that’s essential to maintaining our brand’s reputation and integrity.”
Conclusion
The decision to keep or rebrand a wrestler’s indie name is a complex and often misunderstood aspect of the wrestling business. Trademark control is the driving force behind this process, with WWE’s trademark attorneys working tirelessly to ensure that their wrestlers’ names and personas don’t infringe on existing trademarks or pose a risk to the company’s brand.
While rebranding can be a challenging experience for wrestlers, it’s a necessary evil in the world of professional wrestling. As the industry continues to evolve, it’s clear that trademark control will remain a critical aspect of WWE’s business, shaping the future of wrestling and the names that fans will come to love.