Final answer:
Brands typically do not have legal ownership over user-generated content about their brand unless rights are transferred. Users own the copyright to their original content with certain exceptions involving trademark usage. The legal framework varies and can depend on the user granting permission for a brand to use their content.
Step-by-step explanation:
In general, brands do not hold legal ownership over content that users generate about their brand. Users own the copyright to their original content, including posts, photos, and videos they create unless they specifically transfer those rights. However, when users create content that features a brand, the brand may have certain rights regarding the use of their trademarks within that content. User-generated content can sometimes be used by brands in their marketing if the user grants permission, which can be through agreements or terms of service. This legal framework varies based on jurisdiction and specific circumstances.