At least some of the purchasers truly cherish Che, she says. On Monday she was surrounded by thousands of Che fans wearing his image here in Santa Clara, where her father’s remains are kept, and where she sat in the front row of a ceremony to observe the 40th anniversary of his death.

Raúl Castro, the acting president, attended. A message was read from his older brother Fidel, who ceded power in August 2006 after emergency surgery, likening his former comrade-in-arms to “a flower that was plucked from his stem prematurely.”

But amid all the ceremony, what really gets to Guevara is the use of the man she calls Papi in ways that she says are completely removed from his revolutionary ideals, like when a designer recently put Che on a bikini. In fact, 40 years after his death, Che — born Ernesto Guevara de la Serna — is as much a marketing tool as an international revolutionary icon. Which raises the question of what exactly does the sheer proliferation of his image — the distant gaze, the scraggly beard and the beret adorned with a star — mean in a decidedly capitalist world?

Even in Cuba, one of the world’s last Communist bastions, Che is used both to make a buck and to make a point. “He sells,” acknowledged a Cuban shop clerk, who had Che after Che staring down from a wall full of T-shirts.

But at least here he is also used to inspire the next generation of Cubans. Schoolchildren invoke his name every morning, declaring with a salute, “We want to be like Che.”

“What next? Hitler backpacks? Pol Pot cookware? Pinochet pantyhose?” Investor’s Business Daily said in an editorial, calling the use of the image an example of “tyrant-chic.”

That famous image of Che, by a Cuban photographer, Alberto Korda Díaz, was taken at a March 5, 1960, funeral rally for dozens of Cubans killed in a boat explosion for which Cuba blamed the United States. The picture became famous after appearing in Paris Match magazine in 1967, just weeks before Che was killed by soldiers in Bolivia, apparently aided by the CIA.

Korda, who died in 2001 at 72, never received royalties but did sue a British advertising agency over the use of the photo for a campaign promoting vodka. He won $50,000, which he donated toward buying medicine for children.

Guevara and her family, too, have tried to stop the marketing of Che’s image in ways that they find abhorrent. She says they have reached out to lawyers in New York, whom she would not identify, to pursue companies the family thinks are misusing the image, not to sue them for damages, but to ask them to stop.