Hello,
The use of name Bitcoin cannot be avoided due to it's nature of being a Protocol. Prohibition of usage of it as a "brand name" is just like prohibiting the word "Linux", which is the name of the kernel, being used as a brand name or part of a brand name. If that had happened, systems based on Linux kernel couldn't have used Linux word in their brands. The licence in the Linux example is GPL but it does not really differ so much.
Making a protocol name a Trademark(TM) name and prohibiting it's use may solve some confusions and bad reputation causing actions but it also prohibits the protocol to be used widely so damages the credibility of the protocol itself which was born to be an independent, freedom-based, government-free, boundaries-free etc. approach to the current corrupted monetary system.
If precautions should be taken to control the usage of Bitcoin word in various positions and cases, it should be done in such a way that it should not contradict with the philosophy of the Bitcoin itself. Social /marketing-based approaches proposed by Jameson Lopp will be more logical and freedom based. Trademarking and in some sense Cartel-ing the Bitcoin Protocol who arose against trademarks and cartels on "money" will destroy it's own roots and birth-right of existence in my opinion.
Bedri Özgür Güler