Using the wrong word in a bar can get you into a brawl, but if recent news from the trademark front is any indication, a word—just one word—can get a brand hit with a lawsuit. A number of high-profile companies are duking it out over words they claim are theirs alone to use. Why now? Veteran branding consultant Dean Crutchfield notes that brands expanding in the international sphere are more likely to step on the trademarked names of ones already there. “It’s easier for global brands to control trademark infringement internationally, but much harder for national brands to safeguard their trademark internationally,” he said. Below, a look at the words everybody’s fighting about.