Sample: Trying to fight the battle of perception would be in vain, if a company fights it on the grounds of securing a word owned by another. This law is frequently violated, to disastrous results indeed, by many brands worldwide. Changing people minds once they are made up is almost impossible. This is a fact that many marketers still cannot comprehend.
FedEx tried to snatch the market share for the word "worldwide" from DHL, and this was futile and not very clever, as DHL owned the word "DHL Worldwide" in the prospect's mind. Consumer loyalty and perception is so solid it would be much smarter, and easier, to create a uniquely new word associated only with your product.
Marketers fall in this trap by traditional marketing research activities. They believe that if they knew what people want, and they give it to them, prospects would instantly buy! Wrong! People buy more from those companies that put their message out first, because they have secured a "unique spot" in their minds. You should seek being exclusive with your products, as the price of violating this law is immense.