I have nothing to do with your company and am not a competitor but, by including 'Oxford' in your company name you are implying a certain level of excellence. If so I have to point out that the words "sent off" are best applied to the game of football when a player has received two yellow cards or a straight red card for fouls committed during the game.

Well, it does imply excellence but unless he's suggesting there's a connection which doesn't exist it's not really being deceptive in itself. There's a road near me called 'oak lane' with not an oak in sight. It's a new road on a new estate so no history of oaks there. Going off at a tangent there a road called 'Owls Retreat.' Of course that means-Owls go back! hahaha. So they should decide where they want the apostrophe- Owl's= only one hermit owl, or Owls'= a whole parliament.

Donkeys years ago I had a tenant who couldn't get a job. He was a skilled landscape gardener. So I decided to start a company called 'Kew Landscapes' I didn't mean it to be associated with the botanical gardens but as we lived in Kew many of our jobs came about by people thinking there was a connection. I sold the company eventually. The tenant paid his rent always. I deducted it from his wages. Don't know much about hands on Landscaping myself. As for this Oxford school-well there are so many of them in China using similar names that I don't suppose most people genuinely think they are connected with Oxford or other well known British schools or universities.

I think you can choose a name like Oxford if rightly or wrongly you believe you are excellent like them. Nothing for us to worry about.