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If you are keeping up with the Kardashians, you know that Kim, Kourtney and Khloe Kardashian command not only a broad media presence but also an empire of clothing, perfume, shoes, diet and exercise, and cosmetics brands. It is difficult to walk up to a magazine stand and not see one of their faces gracing the cover of any given magazine or tabloid. Although marketed extensively, one item that you may not see in stores soon is their Khroma Beauty by Kourtney, Kim and Khloe brand. A court in Los Angeles just granted a prior trademark owner a preliminary injunction, potentially knocking the brand off of shelves and providing a lesson to brand holders: Officially trademark your name.

What's in a Name?

For two company owners, the name means everything. Around May 2012, Kim, Kourtney and Khloe Kardashian, along with their individual companies, and Boldface Licensing + Branding, entered into a licensing agreement to use the Kardashian images and likenesses in connection with the promotion of beauty products. Under the terms of the contract, the line of beauty products would be sold under the mark "Khroma Beauty by Kourtney, Kim and Khloe" and would be marketed closely with their names, images and/or likenesses. Subsequently, Boldface filed two trademark applications for the marks "Khroma Beauty by Kourtney, Kim and Khloe" and "Kardashian Khroma." The line was officially announced June 7, 2012.

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