Not everyone searching for the term Viking would be looking for their products. In fact I've never even heard of their product. This is going to be a good arguement in the case I'm sure. Another way it should be looked at is competition. If your company is secure in your product offering and pricing what does it matter? If you aren't then then you should not only be concerned about competition you should be concerned with your business aswell.
In the end it all boils down to who provides the best product and the best service for the best price. Retailers have been HUGE on stealing a piece of their competitions business buy setting up outlets "next door" since the beginning of time. If you see one drug store go up before you know it 3-4 more pop up within a city block radius. If a McDonalds gets built before you know it you have a Burger King, a Jack In The Box, etc. Why should this be any different?