From political posters to bottles of wine and kitchen aprons, the face and name of Nelson Mandela are a potent commercial and political brand in South Africa. Little wonder it’s so sought after – and the source of occasional squabbles.
Following his death on Thursday at the age of 95, the scramble for control of the Mandela legacy – both financial and moral – will involve his family, the ruling African National Congress (ANC), and the Nelson Mandela Foundation he set up to protect his broader message.
At stake is the inheritance that will go to Mandela’s more than 30 children, grandchildren and great grandchildren, some of whom already use the Mandela name and image to market everything from clothing to reality TV.
Several South African branding experts have declined to estimate the annual value of Mandela’s trademark and brands.
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