No, not the presidential candidate.

The [link|http://www.wikipedia.org/wiki/Wikipedia%3ADewey_Decimal_System|Dewey Decimal System].

Turns out it's, um, vaguely protected by IP, best I can read the spokesdrone's statement here:

Owners of Dewey Decimal System (yes, owners) sue Library Hotel
\r\nMichael Luo, New York Times
\r\nOctober 5, 2003\r\n

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Who knew that someone owned the Dewey Decimal System?

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Apparently not the owners of the Library Hotel, nestled in the shadow of the New York Public Library. Now the boutique hotel, which numbers its guest rooms and stocks them with books according to Melvil Dewey's century-old library classification system, is being sued for using it.

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"The Dewey Decimal System is a product, a trademark, a brand name," said Joseph Dreitler, a lawyer for the Online Computer Library Center, a nonprofit library cooperative that filed the suit recently in U.S. District Court in Ohio. "The idea here isn't to put the Library Hotel out of business. The idea is to protect Dewey and the Dewey Decimal System trademark."

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...

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Approximate a well-known name. If nothing happens, you get "aw, cwuute" traffic.

If you are challenged, you get press coverage. First fallback is a negation "Not Brand X". When this is challenged, another week or so of press coverage. Final fallback is a clean name, and more press coverage.

For a few grand, you're buying 100k or more in advertising. Mostly donated or paid for by the Big Name. I've seen this done a few times.