Meghan Markle changes brand name amid rebranding struggles
- Meghan Markle changed her brand name from American Riviera Orchard to As Ever after trademark challenges.
- The U.S. patent and trademark office rejected her application for American Riviera Orchard, citing lack of preparedness.
- These ongoing trademark issues reflect the difficulties in her brand rebranding efforts and have drawn expert criticism.
In the United States, Meghan Markle faced significant challenges with her brand rebranding efforts. Initially, she announced the name American Riviera Orchard in March 2024 but described it as a 'word salad' in her podcast, 'Confessions of a Female Founder with Meghan.' Ultimately, she decided to change the brand name to As Ever after issues arose with trademark applications. In September 2023, the U.S. patent and trademark office rejected her application for the original name. Experts criticized the brand launch and the lack of preparation, believing that addressing these trademark problems could have enhanced her relatability during her podcast's discussions on entrepreneurship. Throughout the rebranding process, Markle mentioned that she had secured the new name As Ever in 2022. Her focus shifted toward adapting the brand to better fit her vision, stating that 'American Riviera' limited her to local agricultural products. However, the transition to As Ever was marred by further complications. Shortly after her announcement, a New York City-based clothing line named As Ever publicly clarified that they were not affiliated with Markle’s brand, further complicating the landscape of her rebranding efforts. Royal commentators noted that Markle’s trademark issues, particularly the struggles with her initial brand name, were symptomatic of broader challenges she faced in establishing herself as a businesswoman. Hilary Fordwich, a British royal expert, highlighted that these issues stemmed from poor team management and a lack of expertise. This situation illustrates the difficulties Markle has encountered in her transition from royal life to business ownership, as experts suggest that her blunders may have hindered her credibility in the competitive world of entrepreneurship. Lastly, the brand logo for As Ever faced backlash as Francisca Mora, mayor of Porreres in Spain, claimed it was strikingly similar to their historic coat of arms. Such controversies add to the scrutiny surrounding Markle, who continues to pursue her entrepreneurial interests while navigating a public narrative that remains both supportive and critical. As she continues to develop her brand, the success of As Ever remains uncertain amid these challenges.