If no obvious problems are uncovered, the business searcher should stress that the results do not guarantee a lack of problems, simply that no obvious problems were found. In other words, the business searcher is gathering enough data to refer the trademark search to an expert legal searcher. 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.