trademark as far as i know is the only form of IP that is actually rivalrous. that is: use by you deprives me of of my use. for example. suppose i started an (independent) mcdonalds restaurant and used their livery and had trashy service and poor customer service and cleanliness, this would damage (real) McDonald's reputation

relevant: https://en.wikipedia.org/wiki/Hungry_Jack%27s

tldr; Burger King had to rebrand when they expanded into Australia because there was already a Burger King restaurant here. They're still called Hungry Jacks here.