Bollywood superstar Shah Rukh Khan is making sure he owns his own name. The 46-year-old actor wants his initials ‘SRK’ to be copyrighted. In order to do so he has approached the Trade Mark Registry of New Delhi, India. Once approved, those who wish to use these initials have to get permission from Shah Rukh himself.

The actor decided to do so to consolidate and increase his brand value. This comes after Indian cricketer Sachin Ramesh Tendulkar too, had applied for his initials ‘SRT’ (Sachin Ramesh Tendulkar) to be copyrighted.

If Shah Rukh's appeal is granted, henceforth his initials cannot be used against his will. However, copyrighting name has been pretty much a trend in the west with the likes of Jennifer Lopez (JLo) and ace tennis player Roger Federer (RF). Of late Shah Rukh has been facing hard time at the Box Office as his movies didn't match the charisma he created with his previous blockbusters.

His brand image has also taken some hard hitting with the number and quality of commodities he is associating himself with. Well, the idea of copyrighting does appear to be a far better approach to image building and does live up to his reputation. All we have to do is wait and watch if SRK actually becomes a ‘trade mark’.