Having already succeeded in protecting the use of her image in the English High Court Rihanna has now taken steps to broaden the protection of her brand with the filing of 12 separate trade mark applications at USPTO for the word FENTY in conjunction with other words including apparel, beauty, clothing and lingerie.

The move is another step forward in what appears to be a considered and strategic approach to brand management with Rihanna broadening the scope of her brand and shows the expanding lengths celebrities are going to protect their image.

Given a number of successful collaborations between Rihanna and high street chain River Island as well as the American make-up brand MAC an expanding trade mark portfolio in Europe would be a considered move for the star.