Remember the ken griffey jr shoes name BLUE IVY?  Before the ink was dry on her birth certificate, someone had filed to register Beyoncé’s baby name.  No evidence of an “intent to use” trademark application is found for MONDELEZ in the official Trademark Office database; sometimes there is a delay, so presumably Kraft filed simultaneously with their announcement.  Domain name registration is no clearer.  Kraft does not own MONDELEZ.COM – someone else does.  But perhaps they have acquired rights or the owner is actually a related company or a proxy for Kraft.   What this emphasizes, regardless ken griffey shoes of the actual facts, is that you have to coordinate naming efforts on many fronts.  Once the name goes public, you have to assume that profiteers of all sorts want to share the benefits of your labors.The domain name is generally first-come first-served.  The rules which govern domain name disputes do look at significant factors like intent in adopting a name, and it is possible to wrestle a name back if the owner happens to be a well-known domain name hoarder.   If some individual happens to be the first to jump on the name, and they have no track record of commandeering other people’s marks, you have to be prepared for a long, drawn-out battle, and resign yourself to the fact that the only way to get the name back is to pay for it.  From the Trademark Office’s view, you must have a bona fide intention to use a mark before you qualify to griffey sneakers file an application. Once you have filed, you need to complete use before you have any actual right to stop others.  A mark filed in the Trademark Office by some third party who’s trying to take advantage of hot news will create problems for the trademark owner, since rights come only two ways: from prior use, or prior filing.  If there has yet to be use, the only way to lock in rights is to be the first to file.  If you get beat in the footrace to the Trademark Office, you then have to prove bad faith by the party which came before you.  That can be very time consuming, and expensive.