Legal issues in keywords

I advise not to use a brand name in a domain name.

Example:
If I'm selling an ipad instead of something like ipadreview.com, I would use something like tabletreviews.com then my blog post page url would be something like hxxp://tabletreviews.com/new-ipad-goes-on-sale

You can be more focused without using brand names (which, I agree, can get you in trouble if you're not careful, so you might as well avoid it). Using the Google Adwords Keyword Tool, you can find related words to your proposed keyword: for example, looking up "high heeled shoes" yields results like "white high heel wedding shoes", "trendy high heel shoes", etc.

I am NOT an attorney however my acquired knowledge allows me to comment as follows:

You should NEVER use a registered brand name, company name or competitors intellectual property as part of ANY advertising or promotional efforts unless . . .

1) you do so in a manner which your "facts" can be verified by a formal method, i.e., "AT&T has better coverage than MetroPCS based a JD Powers survey"

You do not EVER want to do anything which could be construed as libel, slander, diminishing brand value, deceptive advetising or misrepresentation.

While it is generally fair to identify your competitors or their products, it is not a good practice to attack them or demean them.

Your advertsing copy should never "cause people to believe that your company or product has, sells, manufactures or otherwise offers the competitor product. In other words you don't want a PPC title that says "Buy an iPhone" and the ad goes to a different product.

It is somewhat permissable to SEO for competitor products or brand names as long as the effort is effectively invisible. In the end, if your gut feel tells you your actions are sketchy you need to back off.