Famous celebrities like Madonna, Hailey Baldwin(Justin Bieber’s wife), Taylor Swift, the Kardashian’s family, etc. had registered their name and catchphrases as trademarks to prevent others from using them. There are also cases where businesses are barred from using the name similar/identical to a celebrity.

Madonna for example, registered her name under US application no. 1463601 since 1985!
Hailey Baldwin even applied the trademark, Hailey Bieber, under US application no. 88149810 just weeks after she was spotted with Justin!