A companies name can be covered under trade mark protection. It’s treated differently to brand name protection but it is covered…
If not , in that case I could go and open up my own fast food restaurant, , make hamburgers and fries and call it McDonalds …
In the case of Athom (the Homey one) , it is a company heavily involved with IOT. The Athom that’s listed on AliExpress is selling IOT products. There is enough distinction between the two to say they clash with each other and could be challengeable in court…
If it’s reasonably found that an average consumer will get the two companies mixed up (which is what has occurred here) then Athom could challenge them in court.
I even I thought Athom were selling flashed Tasmota gear when I first saw those ad’s on Ali… Lol.