If you mean trademark, it must be registered under one or more of the many[1] categories of business in which a trademark can be registered, which means the same mark can be registered by different companies as long as there's no "substantial likelihood of confusion," so whatever you mean by "owning the Cushion word," it's going to have to be something else. It's not as easy as registering in all possible classes, which in itself is quite expensive.

1. http://www.nolo.com/legal-encyclopedia/trademark-classes.htm...