'Mercedes' as a brand name
On June 23, 1902 'Mercedes' was registered as a brand name, and legally protected on September 26.
In June 1903 Emil Jellinek obtained permission to call himself Jellinek-Mercedes in future. 'This is probably the first time a father has borne the name of his daughter,' the successful businessman remarked at the time.
In 1907 Jellinek was appointed Austro-Hungarian Consul General, becoming Mexican Consul shortly afterwards. In 1909 Jellinek withdrew from the automotive business and devoted himself to his duties as head of the Austro-Hungarian consulate in Monaco. Until his death on January 21, 1918 Emil Jellinek remained an interested observer of automotive engineering.