A trademark concerns a product or service. If you register one it may eventually be used by the public in a way that transcends your product or service and applies to a wide range of products or services. Have you ever used a “Xerox machine” that was a copier not made by Xerox? If your mark becomes generic your right to it can be challenged, which happened to Google.
In 2012 Chris Gillespie acquired 763 internet domain names that contained the word “google” in them. In these names were words identifying a brand, person, or product such as “googledisney.com.” Google, Inc. objected to these registrations and filed a complaint with the National Arbitration Forum (NAF) which has authority to decide certain domain name disputes.
Google argued the registrations violated the Uniform Domain Name Dispute Resolution Policy and constitutes domain name infringement, or “cybersquatting.” Google argued the domain names are confusingly similar to its GOOGLE trademark and were registered in bad faith. The NAF agreed and the domain names were transferred to Google. In response David Elliott filed, and Gillespie later joined, a federal lawsuit in the Arizona District Court.