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Ivanka Trump is one of the most famous women on the planet. She’s certainly the most famous Ivanka. Standing by her father’s side as he ascended to the White House, her prominence even sparked a swell in the number of babies named Ivanka.

As the president’s eldest daughter, she has carefully sculpted her image since first entering public view as a judge on his reality television show. Now with a position in his administration, the 35-year-old’s skyrocketing fame has quickly made her first name a mononym — like Oprah or Cher.

But in this case, all publicity isn’t necessarily good. Ivanka, who like her father is a brand as much as a person, has launched an international legal effort to protect her name. Even her first name. In China, where she’s held up as a model of success in some quarters, local entrepreneurs are rushing to grab trademarks for Ivanka Trump. They hope to make a killing on everything from sanitary napkins to chewing gum bearing the Ivanka label.

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