Trademark of a word (Score 1)

Trademarks of words should not be viable trademarks, yet trademarks of words within a context should be. For example only one conglomerate should be allowed to hold the trademark for the use of the word Corinthian in the field of professional sports in Brazil. It would be ludicrous and unjust to say that any conglomerate controlled the usage of the word in all medias. IANAL, but wish that someone who was would do something about this!