What stays with the author
The code belongs to the author, and the license applies to everyone else. The author can offer installation, hosting, support and customization, and can change the license of future versions. Versions already published stay Apache 2.0 forever.
The brand also stays with the author. Whoever makes their own version must give it another name and logo.
If you contribute code
What you send joins the project under the same Apache License 2.0, and your copyright over that part stays yours. See each system's contribution guidelines on GitHub.