Where a company acquires a historic manufacturing site, a plaintiff claiming infringement of the trademarked name must, to state claim, establish that the mark associated with the site was not used merely in a good-faith descriptive or geographical sense.
(Though it says that unfair use is part of the necessary claim, the interlocutory order here affects a partial summary judgment.)
http://www.opn.ca6.uscourts.gov/opinions.pdf/18a0113p-06.pdf
Since 2011. An occasional commonplacing of the U.S. Circuit Courts of Appeal.
Neither an authoritative statement of the law nor legal advice. Quick work.