With so many new brandnames entering the flat-panel TV business, it's hard to keep track of them all. Would you know a Proton
from a Protron
? That's what seems to be worrying the Proton Electrical Industrial Co. of Taiwan, which has just filed a trademark-infringement suit against the Prosonic Consumer Group for marketing sets under the similar-sounding Protron brand. Proton has a 23-year pedigree as a high-end TV maker, is just re-entering the North American market with a line of LCD DTVs, and wants to avoid "confusion in the marketplace," says a press release. The name Proton is also used by numerous other companies, though not to sell TVs. The name Protron is also used by a computer-software company.