A trademark application can be challenged on the following grounds: 

• Mark is misleading, disparaging, deceptive, function, not distinctive, descriptive, or generic
• Proprietary rights
• Conflict with famous marks
• Conflict with trade names
• Conflict with a personal name
• Conflict with a company name (applicable only if the company is well-known)
• Registration under a different name (agent or representative) instead of the mark’s proprietor
• Conflict with principles of morality
• Against public order
• Unauthorized use of national insignia and protected emblems
• Unauthorized use of protected armorial bearing, state emblems or flags