Sometimes you may see several, or even many, identical or similar names with similar goods, co-existing. This is called dilution and sometimes, if you can narrowly define your goods such that they don’t overlap those of the existing name users, you could "join the club” too and adopt a similar name.

However this is an inherently risky solution, as any of the prior users could decide to object to your use; and even if you prevail, your ability to grow the scope of what you are doing under your name can be tightly limited by these prior users and how they have defined their goods.

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