They did actually sue someone for the exclusive right to call themselves “crappy tire”:

IIRC someone was hosting a Canadian Tire complaint website “crappytire.com” and in trying to get it shut down Canadian Tire used the legal argument that this person was infringing Canadian Tire’s identity (“We are the legitimate Crappy Tire, and this person is an imposter”) and the domain should be surrendered to them. They won. edit: They lost.