Apprentice star Stuart Baggs trademarks name to become real “brand”

Former Apprentice contestant Stuart “the brand” Baggs is making his infamous catchphrase a reality by trademarking his own name to become a real world “brand”.

/q/o/m/baggs160.jpg

The reality TV star, also famous for saying “I’m not a one trick pony…I’ve got a whole field of ponies” on last year’s series, has trademarked his name to protect his intellectual property ahead of launching a range of merchandise and a stage show.

Baggs is appearing at the Edinburgh Fringe Festival with a “hybrid” comedy show to talk about his time in the Apprentice and his other TV appearances since appearing on the BBC series. It is hoped his Edinburgh appearance will pave the way for further stage performances.

His official merchandise range is set to include clothing, such as t-shirts and baseball caps, which will be sold on Baggs’ website. He says “the ultimate” would be to have his own range of condoms, like JLS’ partnership with Durex.

Baggs is also in talks with TV production companies and radio commissioners to launch his own shows.

He says: “Brands don’t just have to be products they can be people too. I’m not a brand in a traditional sense like Diet Coke, but any brand needs to be trademarked, that’s rule one, this is as much about establishing my brand as protecting it.”

Baggs adds that he learnt “a fair bit” about branding in his time on the Apprentice, including “what not to say on television to endear yourself to the public”.

Watch Stuart Baggs’ best bits on the Apprentice 2010 below

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here