When is a "word" a trademark

A story came up on the Danish newspaper Politiken, that [stag]Mel Gibson[/stag] have stopped a small danish brewery (Midtfyns Bryghus) from producing a beer by the name of "[stag]Braveheart[/stag]", as he thinks that he owns that word....

In my humble oppinion this thing where 'famous' people can decide to trademark words which has to do with what ever roles they have played in good or bad movies is starting to go over the top.

So maybe "drunk", and "alcoholic" will be the next Mr. Gibson will trademark?

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