Rather than trade-mark, this falls more under trade-dress, but otherwise, the same ideas apply. By not objecting, JD might be seen by some as endorsing or promoting the book in question.
If the book were a parody or critique of Jack Daniels, then fair use might apply. If it were satire (and Jack Daniels is not the target), then fair use is less likely to be upheld.
Rather than trade-mark, this falls more under trade-dress, but otherwise, the same ideas apply. By not objecting, JD might be seen by some as endorsing or promoting the book in question.
If the book were a parody or critique of Jack Daniels, then fair use might apply. If it were satire (and Jack Daniels is not the target), then fair use is less likely to be upheld.