What’s in a name? Apparently lots of potential money for product endorsements and branding opportunities. Following in the footsteps of Adele (trademarked in 2012) and Madonna (1979), Kylie Jenner is seeking to trademark her first name in the U.S. 

Unfortunately, international pop star Kylie Minogue and her Aussie reps have filed to oppose because… well, that would be confusing. According to the official document filed by KDP to the Trademark Trial and Appeal Board, Minogue’s team claimed the “internationally renowned performing artist, humanitarian, and breast cancer activist” has more of a right to the name not only due to her lengthier career (“sales of over 80 million records,” "2002 Grammy for “Fever”) but also because her contributions affiliated with her name (i.e. “The Kylie Effect,” a breast cancer awareness outreach foundation).

In contrast, Jenner is a “2015 home-schooled graduate of Lauren Springs School,” current “secondary reality television personality,” a “supporting character on 'Keeping Up with the Kardashians'" and is “active on social media where her photographic exhibitionism and controversial posts have drawn criticism from, e.g., the Disability Rights and African-American communities.”

Minogue’s team would like to restrict Jenner from using the trademark to promote the likes of bath and beauty products, toys and various services promoted to young women. No word from Team Jenner yet, but we look forward to their character defense comeback.