Trademarks function as source identifiers for particular goods or services, and don't preclude other non-confusing uses of marks. So, Apple Computer Inc. can pr

Trademarks function as source identifiers for particular goods or services, and don't preclude other non-confusing uses of marks. So, Apple Computer Inc. can protect the mark APPLE for computers and I can still sell my Fuji or Red Delicious APPLES and there's no problem. Similarly, Disney can protect the mark LOKI for its comic and movie character and others can use LOKI to refer to the norse god as long as they do it in a way that doesn't cause confusion to consumers (i.e., not confusing people into thinking that the goods/services come from Disney).