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Google is suing shopping search engine Froogles.com for alleged trademark infringement.
The complaint alleges that Froogles.com illegally traded on Google's name and brand with a "nearly identical" mark.
Google wants Froogles.com closed down and the domain name awarded to itself.
Although Google owns the “Froogle” trademark, the Froogles.com web address was registered before Google got its hands on “Froogle”.
Google is itself the subject of trademark and patent claims over its search services from other companies.
As the market for web advertising and sponsored search engine revenue heats up, more companies are taking out lawsuits to bolster their brands.