Can the Human Body Be a Trademark?

Introduction: Branding is More than the Tangible The age of digitalisation means that branding no longer remains in the implementation of a logo, slogan, or product design. Individual identity and brand identity are merging more and more. Celebrities, sportsmen, and influencers also exploit their personae to earn money, performing and selling themselves at the same time. Can a human body part, a gesture, a posture or even a facial feature be trademarked? If you thought of the silhouette of...