No he’s not saying that. He’s saying you cannot start a company called Apple in Mexico that sells smartphones. There are two components, what you provide as a service and your name. You just cannot do both.

But you could start a company called Stack Overflow that sells cookies in Austria. They may still try to sue you but then it comes down to an actual argued case and debates and such. This is just complete copy.

Yes, if it's trademarked and the businesses operate in a similar problem space.