Re: Timing
" it's more about perceived good will in the brand and whether the brands could be confused."
Classic example I put up. The name "Cracker Barrel" has at least TWO non-conflicting registered trademarks (meaning the government has looked at them and agreed they're non-conflicting): one belongs to Kraft for a brand line of cheeses, the other belongs to a restaurant chain with an old-town theme appropriate for the name.