Business searchers can also monitor databases for potential trademark violations. And it is possible to use trademark searches to gather competitive intelligence, using competitor company names as the access point. The biggest problem business searchers unfamiliar with trademarks face is understanding trademarks' tricky nature. Trademarks are creative. Intervening words can also be a factor.
Embedded words can be another problem.
Green Living and LivingGreen are too close for comfort. Sound-alikes, puns, coined terms, fanciful names, and all types of variant spellings are common. There are more complications. Trademarks can also involve stylized letters, design elements, and color. Plus, not every trademark has an accompanying image since not all trademark owners specify the shape of the letters or the color scheme in their trademark registration statement.