The same TM can co-exsist in different catagories (Apple Corp, Apple Records). If the name is generic in nature (such as Apple is), there isn't much any of the Apples can do about it (This is an example only, in reality, there is a contracted agreemetn betweent he two about the use of the name). So Brick would be viewd as genereic in nature. Now, if you tried to open a company called Xerox, that is a different story since it is a unique (or made up) name.