BRAND AND ITS EFFECTS ON BUSINESS GROWTH

According to yahoo: 

Kendall has dropped her last name for the runway! (The Society Management / Getty Images)

Call her what you will on the catwalk, just don't call her by her last name.

Kendall Jenner, the eldest daughter of Kris and Bruce Jenner, is apparently a "Jenner" no more — at least not when she's on the runway.

Popular style site Racked first noticed Thursday that she's simply called "Kendall" on her modeling agency's website. And it's not just a typo on The Society Management's landing page  — over on her personal page, it's even more clear that she's dropped her identifying moniker.

The move by the 18-year-old Keeping Up With the Kardashians star is understandable. While her family name no doubt helped her get to where she is, she wants to prove that she's deserves to be there. And when you're part of the most social media present family on the planet, and your brother-in-law Kanye West shows up to cheer you on backstage, things can certainly get a little embarrassing at times.

[Related: Kylie and Kendall Jenner's Book Signing Proves There's Plenty of Love for the Kardashians]

"I want to be taken seriously," she told LOVE magazine for her cover story in July, according to The Cut. "People think that this [success] just came to me. But it didn't. What I have has almost worked against me. I had to work even harder to get where I wanted because people didn't take me seriously as a model. Because of the TV show."

Adding, "I went on castings and some people weren't feeling me because of my name. But it was great when people didn't recognize me. I was like, 'Thank you. Please don't recognize me.'"

Yahoo reached out to the PR department at The Society Management for further clarification, but hasn't heard back yet. Still, we're pretty sure this move is as intentional as it gets.