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IP Theory olume 3 | Issue 2 Article 5 Spring 2013 Goodwill U: School Name Change Trademark Law Alexandra J. Roberts University of N ew Hampshire, Concord, alexandrajroberts@ Follow this and additional works at : /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 : ol. 3: Iss. 2, Article 5. Available at : /ipt/vol3/iss2/5 This Article is brought to you for free and open access by the Law School J ournals at Digital Repository @ Maurer Law. It has been accepted for inclusion in IP Theory by an authorized administrator of Digital Repository @ Maurer Law. For more information, please contact wattn@. theory Volume 3: Issue 2 IP 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 1 rituals at Dartmouth College, 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 2 ranked Dartmouth first on its list of schools most committed to teaching and tenth among national 3 universities overall, I felt proud. My reactions to both events were not just manifestations of affection for my alma mater. Rather, they s