"IPHONE" was filed for trademark registration in Brazil in 2000, and although Apple started offering its handset in the country in 2007, Gradiente scored exclusive rights to the name in 2008.

ENGADGET: New 'iphone' launches in Brazil, lawyers cancel Christmas break

BasicNet first applied for a "Jesus" trademark registration in the U.S. in 1999, but it took another eight years for the trademark office to grant it.

WSJ: If You Take These Jeans' Name in Vain, Prepare to Meet Their Maker

Although its trademark registration had expired in the country, there were good reasons for this.

ECONOMIST: Johannesburgers and fries

Initially, for a period of four months, registration will be limited to public companies and trademark owners to avoid the risk of cybersquatters taking names which are not legally theirs.

BBC: NEWS | Europe | EU to launch its own web domain

Of course, and this is a topic for another day, no one is required to own a federal registration to use a trademark, and the absence of a registration does not prove a mark is unlawful.

FORBES: Gang Green: Rules Are Tightening. Don't Say Green If You Don't Mean Green.