Companies sometimes think they are safe once their trademark is registered and that possible older similar marks can then no longer be a problem. This is not correct. Sometimes a company does not know that a similar mark is registered and only commences an action when confronted with it. Even then, all rights can be asserted. This used to be possible only through the courts, now it is also possible in a simple cancellation procedure with the trademark authorities.

Famous artists, movie stars, athletes et cetera often register their names as trademarks. Not only for the services they provide under that name, but often also to start selling merchandise products. For example, almost every pop star now has their own clothing line or that person has licensed the name and/or image to another company.