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The name must be a registered trademark... most webmasters don't bother actually registering a trademark on the model but act like they do... besides, registering a domain in the models name isn't the best thing to do, unless you fully intend to outrank them in the SERPs, which isn't a good idea, since they might just get pissed off and go and register the trademark and then UDRP the domain from you.
But if you know your SEO stuff, get in early enough, rank your sites on first page for that keyword, it still can be worth it, even if you have to give up the domain later. Just never go into the game thinking your going to keep it... that would be foolish and costly.
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i like waffles
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