> “No,” said the lawyer. German company names have to be distinctive, and “Plenty” is a plain English word. Berlin would reject it.

Good.

Say that to Tempo! It's like hoover or ipad, a word people use in place of the real product name, and no matter which brand the product is actually made by (a no-brand piece of paper is still referred to as Tempo)

It they're allowed to trade as Tempo in Germany, why isn't a company allowed to be called Plenty?

I agree it would be nicer if you couldn't hijack a normal word in the hopes it does well enough that people know of it and are constantly reminded of the brand, or that related searches have to consider putting this among the results, but in terms of a level playing field idk