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It's kind of a popular theme around here - people confusing and conflating the name of the company with their trading name. They discover waaaay too late that someone else has the name of their choice and often they only wake up when that 'cease and desist' letter comes floating into the old letterbox.A lot of people ask about company names without realising what they are actually interested is trademarked/registered name.
There is a multitude of scenarios where one can contest a TM - already in well-established use, although not registered - registered but disused and not attached to any commercial activity - in traditional and constant use by a family or other body to indicate historical heritage - these spring to mind.If a name is trademarked, depending on the class, then that's pretty final.