How Old Navy's Attempt to Torpedo Kim Kardashian Could Backfire

Kim’s Bad-Girl Brand Could Be Worth More Than Ever

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Kim Kardashian
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Kim Kardashian

Could Kim Kardashian have sunk so low as a brand that a clothing company using her alleged look-alike in a TV commercial can prove her reputation is so spoiled she suffered no significant damages? The Hollywood Reporter is speculating that strategy may be used by Old Navy as part of its defense in a lawsuit brought against its parent company, The Gap, by the bugged brunette.

Last July, Kardashian sued the jeans giant claiming its use of a singer named Melissa Molinaro in a TV spot "created confusion in the marketplace and violated her rights to her name and likeness," according to THR. The entertainment industry bible reported the reality TV star is hoping to win a $20 million jury verdict.

The company's lawyers, however, are going on the offense in their defense strategy by digging up dirt on Kardashian in an attempt to prove her reputation is libel-proof.

Here is some of the evidence they could use to prove their claim:

Faux marriage: The actress's credibility was smashed to smithereens when she called a halt to her marriage after just 72 days. Some people alleged the nuptials were nothing more than a showmance aimed mainly at boosting the star's ratings. Even her soon-to-be ex-husband, Kris Humphries, hinted to friends he was an unwitting prop in her made-for-TV drama.

Comedic punching bag: Golden Globes Awards host Ricky Gervais recently made Kardashian the butt of his opening monologue, unflatteringly comparing her to his country's princess on a pedestal. "The Golden Globes are to the Oscars are what Kim Kardashian is to Kate Middleton, actually: a bit louder, a bit trashier, a bit drunker and more easily bought," he snarked. "Allegedly, nothing's been proved."

Dropped by Skechers: The reality star was recently mocked by the media for being replaced by a bulldog in its 2012 Super Bowl TV commercial.

History of dubious endorsements: The product hawker has been linked to some questionable product endorsements, including a Kardashian-branded credit card loaded with hidden fees and a diet pill some doctors allege is dangerous.

Still, the celebutante could claim that even bad publicity keeps her name in the news and could potentially make her reputation and brand more valuable.

The curvaceous brunette still gets big fees just for showing up at hot spots, despite one New York City nightclub's claim it would pay her not to patronize its premises. (Forbes pointed out Red Egg has never paid for any celebrity appearances.)

Media data also show the drama queen continues to rake in the dough. "Kim and Kourtney Take New York" is the number one show on E! this season, and tabloids with headlines such as "Kim: the Husband from Hell" and "Kardashians: Destroyed By Greed" still fly off the newsstands.

In fact, one could argue that the more outrageous her life, the more Kardashian is worth to those seeking publicity by association. In these scandal-thirsty times, a bad-girl brand could be worth billions.

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