The framers of the Lanham Act were distressed. What if someone tried to register DUCHESS OF WINDSOR lingerie, KNUTE ROCKNE whisky or NOTRE DAME gin? Gasp! "We must," they surely thought, "prevent embarrassment to celebrities and institutions and at the same time impede those who would free ride off of their reputations." Little did they know that their statute would later safeguard the boozy song title "Margaritaville," the NAFTA treaty and a depiction of a three-dimensional mailbox. Anne Gilson LaLonde will tackle all of these in this pamphlet.