Significant personal rights of attribution and integrity—distinct from rights under copyright—apply to some visual works of fine art.
These are known as “moral rights” and they originated in France and Germany in the 18th Century. In the United States, these rights were recognized to some extent in various state and common law causes of action as well as in statutes enacted in California (in 1970) and in New York (in 1984). In 1990, they were codified under federal law in the Visual Artists Rights Act (VARA).
When a company decides to discontinue the primary use of a mark, the company nevertheless may wish to maintain its exclusive right to use that mark because the mark may continue to be associated with the company.