Some companies are very sensitive about it. I've read author's guidelines that warned authors to use the term "facial tissue," or "Kleenex Brand Facial Tissue," instead of just "Kleenex," to avoid getting sued.
Several years ago, a local coffee house owner named his place "Federal Espresso." Fedex got wind of it, sued for trademark infringement, and won. Then the coffee house name was changed to "Ex-Federal Espresso." Fedex didn't let that fly, either.
My first name is Tom. When my brother Jerry and I created a partnership to run the farm, we briefly thought of calling it "Tom & Jerry's Farm." We decided against it, because we've heard how zealously Disney, the current owner of Hanna-Barbara, guards their trademarks.