Names can be highly distinctive, even if they are not famous. A name can be rejected if it contains a highly distinctive word or term that is already being used by another company.
A chain of retail stores might have the corporate name “Gwarinlo Stores Inc.” Because “Gwarinlo” is such a distinctive word, its use in another corporate name might cause confusion. For example, if there was a “Gwarinlo X-Ray Inc.” or a “Gwarinlo Pictures Ltd.”, the general public might be confused as to whether or not the different Gwarinlo companies are affiliated, even though the companies offer very different products and services.