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Kardashian to Take "Brand" New Name

Will Kim Kardashian's wedding to Kris Humphries signal the downfall of the Kardashian brand? If she takes his name as she reportedly plans to do, then mom Kris Jenner worries that it might. The biggest name in reality television - and sex tapes - may soon be behind us, TMZ reports. Kim K will soon be Kim Humphries when she weds, and her mom is none too happy about her daughter following the tradition of taking her husband's last name. Jenner says, "I don't think she should take his name and be Kim Humphries ... She needs to be Kim Kardashian because she's worked so hard to get where she is." She didn't do much of anything to attain the name, other than being born to Robert Kardashian, but when she agreed to have her life broadcast in a reality show, then shill for QuickTrim, cupcakes and other products, "Kardashian" became less of a name and more of a brand. And let's not forget her eponymous sex tape, Kim Kardashian Superstar. We say good riddance to a bad name.

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