If you want to exclusively use a word, you make one up and trademark it. If you want it to continue to be yours to use exclusively, you enforce that trademark. If you don't want to be a dickhead, you approach the issue well: ask nicely to fulfill your legal requirement; only sue if it's someone trying to distort what you're doing or make money off the word. Google seems within all these parameters.

I specifically chose an untrademarkable term when I launched my Web development company in 1994: Point of Presence Company. It was in common parlance in the field, so I was free to use it, and someone couldn't name their company confusingly like mine even without trademark enforcement. But I didn't have to name it something stupid or suffer trademark suits from other people.