TBH, i wholeheartedly detest the whole branding circus, whoever wants to take part in it. The idea that a silly word or phrase should be somebody's "property" is just not right and it is equally wrong when some blogger has it as when some multibillion dollar company has it.
But if you really think you want to "I own a brand" game, then why dont you play by the rules? And as far as I know (but I admit I do not know much because, see above, I detest that whole circus), the rule is that you legally register a brand and that registering a brand is one (of probably several) steps necessary to protect a brand. If you did it, you probably can defend it. If you did not, tough call, you lose because you did it wrong.
Investing in getting well known, famous, rich or whatever you desire by being known for your quality or originality instead of some silly "brand" may work better in your case.