"The Donald" has milked his renewed fame for all it's worth

But New York property magnate Donald Trump has got such a taste for the phrase that he wants to trademark it.

Mr Trump - or "the Donald", as he styles himself - was a swashbuckling star of the 1980s boom, and is now winning fresh fame on US TV.

"The Apprentice", a business-based elimination contest, has proved a surprise hit, mainly on account of Mr Trump's gruff screen presence.

At the end of each show, the losing candidate is dismissed with a brusque "you're fired!" - and Mr Trump reckons the catchphrase could have considerable merchandise value.

Winner takes all

"The Apprentice", launched at the beginning of this year on the NBC network, does not seem to have all the makings of a mainstream ratings winner.

The contestants are bushy-tailed business wannabees, who are competing for a job in Mr Trump's business empire.

They are put through their paces in a series of commercial challenges - running a rickshaw business, renovating and renting out an apartment, creating an ad campaign for a new credit card and so on.

But the show has touched a chord with American viewers, some 20 million of whom tune in each week.

The show is even being taken seriously by the academic community; the University of Washington is one of a number of business schools to have launched courses based on lessons from the series.

Trump card

The key to the series' success, it seems, is Mr Trump, who has proved a surprisingly slick and compelling presenter.

Mr Trump has little to learn about self-promotion

Mr Trump, who part-financed the show, is benefiting hugely.

The show fits in with his ambition to transform a relatively anonymous property empire into a brand business.

He has lent out his name to real estate ventures around the world, launched spin-off businesses such as bottled water, and written a book for publication after the series ends.

The attempt to trademark "you're fired!" for games, casino use and clothing, is another step towards this ambition.

Partial protection

Companies and individuals are increasingly trying to cash in on popular sayings.

Walt Disney, for example, has applied for a trademark "is that your final answer?" - from the ABC gameshow "Who Wants to be a Millionaire?"

The US Patent Office says it has received 29 applications to trademark "shock and awe" - the official description of coalition tactics early in the Iraq war - for uses ranging from golf clubs to condoms.

The area is legally tricky, since phrases that are in common use can only be sketchily protected by law.