IP Theory Volume 3 Issue 2 Article 5 Spring 2013 Goodwill U: School Name Change & Trademark Law Alexandra J. Roberts University of New Hampshire, Concord,
[email protected] Follow this and additional works at: https://www.repository.law.indiana.edu/ipt Part of the Contracts Commons, Education Law Commons, Intellectual Property Law Commons, and the Law and Economics Commons Recommended Citation Roberts, Alexandra J. (2013) "Goodwill U: School Name Change & Trademark Law," IP Theory: Vol. 3 : Iss. 2 , Article 5. Available at: https://www.repository.law.indiana.edu/ipt/vol3/iss2/5 This Article is brought to you for free and open access by the Law School Journals at Digital Repository @ Maurer Law. It has been accepted for inclusion in IP Theory by an authorized editor of Digital Repository @ Maurer Law. For more information, please contact
[email protected]. IPtheory Volume 3: Issue 2 Goodwill U: School Name Change & Trademark Law Alexandra J. Roberts* INTRODUCTION When I read last year’s deeply disturbing Rolling Stone article about dangerous fraternity hazing rituals at Dartmouth College,1 I—like most readers—was horrified. But unlike some readers, I was also mortified. Several months later, when I learned that U.S. News and World Reports had ranked Dartmouth first on its list of schools most committed to teaching2 and tenth among national universities overall,3 I felt proud. My reactions to both events were not just manifestations of affection for my alma mater. Rather, they stemmed from my awareness that public perceptions of Dartmouth shape perceptions of its alumni. Like all trademarks, university names serve as receptacles for goodwill.