On 22 February 2016, Australian pop princess Kylie Minogue opposed 'King Kylie' Jenner's application to the United States Patent and Trademark Office to trademark the name "Kylie".

Minogue took issue with Jenner gaining exclusive rights to the name "Kylie" in relation to advertising and endorsement services. Describing Jenner as a "secondary reality television personality" in the Opposition, Minogue argued that allowing this registration would cause customer confusion and dilute her brand, particularly since Jenner's "photographic exhibitionism and controversial posts have drawn criticism from e.g., the Disability Rights and African-American communities".

Celebrities trademark their names for the same reason companies do; to protect the financial integrity of their brand and to prevent others from diluting it or gaining undue advantage through its use. Whilst Minogue can be seen to be doing just that, she could be criticized for doing Jenner, whose goal is the very same, a great injustice. The so-called "secondary reality television personality" has over 50 million Instagram followers (as compared with Minogue's 1.2 million) and, at only 18 years old, has worked to have her name associated with television shows, leading sportswear brands, hair extension lines, a website and mobile app, a video game, jewellery and fashion lines (including her own), makeup and beauty lines (again, including her own), beauty blogs, modelling, novels, and much, much more. Jenner's application to the US Patent and Trademark Office is in itself an example of the business of her brand and her strategy to propel her name into the public spotlight whilst protecting her ever-growing financial stake in it.

Retailers beware when working with celebrities: this US scenario may wash up on our shores in Europe!

It remains to be seen who will triumph in the US battle of the Kylies.