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Dates: during 2000-2009
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Nelson Mandela was still in jail when the first street was named after him. By the time he retired as President of South Africa, hundreds of streets, squares and schools bore his name, as did many more pop songs, books and movies. Not hard to understand. After all, Mandela, who endured 27 years of incarceration under apartheid only to emerge with forgiveness for his racist jailers and become an icon to the world, is an inspiring figure. But what about unauthorized books that bear Mandela's name? Or charities that use his name to boost their profile? What about...

Author: /time Magazine | Title: McMandela? Protecting the Brand of a Legend | 10/30/2009 | See Source »

...Nelson Mandela Foundation, based in Johannesburg, vehemently denied that the former South African leader endorsed the book by Nguesso (who first came to power in 1979, was ousted in an election in 1992 and seized control again in a 1997 coup). "Mr. Mandela has neither read the book nor written a foreword for it," the foundation said in a statement. "We condemn this brazen abuse of Mr. Mandela's name." Officials of the Republic of the Congo - also known as Congo-Brazzaville - said the remarks came from a speech Mandela gave at a banquet in 1996, though the foundation said...

Author: /time Magazine | Title: McMandela? Protecting the Brand of a Legend | 10/30/2009 | See Source »

...charities of which Mandela is a patron to sign on as well. Other charitable causes must get the foundation's consent before using Mandela's name. This week, the foundation reprimanded actress Charlize Theron for auctioning off a package of gifts related to the 2010 World Cup in South Africa, which included a 20-second kiss from her and a meeting with Mandela. "Not even the charity foundations Mandela himself established are allowed to auction off time with him," the foundation said in a statement. (See pictures of Johannesburg preparing for soccer's World...

Author: /time Magazine | Title: McMandela? Protecting the Brand of a Legend | 10/30/2009 | See Source »

...everyone agrees with the foundation's new rules. In February, the foundation publicly scolded South Africa's ruling African National Congress (ANC), which Mandela used to head, for whisking him off to an election rally to endorse the party's then candidate for President, Jacob Zuma. Zuma responded angrily, saying, "Madiba (as Mandela is known) does not belong to a foundation but to the ANC." Nor has the foundation always been successful at stopping people from using his name or likeness. Four years ago, the organization tried to block the Belgravia Gallery in London from selling around 100 lithographs...

Author: /time Magazine | Title: McMandela? Protecting the Brand of a Legend | 10/30/2009 | See Source »

...block or back a project is often subjective and a matter of taste. In December, a Clint Eastwood-directed movie, Invictus (meaning "unconquered" in Latin), will be released, starring Morgan Freeman as Mandela. The film tells the story of the 1995 Rugby World Cup, which was held in South Africa, and how Mandela skillfully embraced the sport and united (albeit briefly) his divided nation behind a victorious, overwhelmingly white team. The foundation is allowing this project to go forward. Perhaps it's because the movie is based on the book Playing the Enemy: Nelson Mandela and the Game That Made...

Author: /time Magazine | Title: McMandela? Protecting the Brand of a Legend | 10/30/2009 | See Source »

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