Johnny Carson was for many years the star of a well-known television show, The Tonight Show. For about twenty years, he was introduced nightly on the show with the phrase, “Here’s Johnny!” A large segment of the television-watching public associated the phrase with Carson. A Michigan corporation was in the business of renting and selling portable toilets. The company chose the name “Here’s Johnny Portable Toilets,” and coupled the company name with the marketing phrase, “The World’s Foremost Commodian.” Carson sued. What claim is he making? Who should win, and why?