because Chinese characters are ideographic characters and a significant part of a trademark, their characters, shapes, meanings, sounds and forms play a major role in distinguishing and reading trademarks, and are also the key factors to judge whether they can be registered and used as trademarks.
About English trademarks
English trademarks are one of the most common trademark types in word mark. As English is a widely used language in the world, it is also a common and commonly used foreign language in China. Trademarks that contain elements of English (including other Latin characters) are second only to Chinese in practical application.
In fact, many characters, like English, are composed of Latin letters, such as French, Italian, German, Dutch, Spanish, Portuguese and so on. It is precisely because of the high application and popularity of English in China that the Trademark Office of our country examines all other words that contain Latin words similar to English with reference to the composition and meaning of English in trademark examination practice. Therefore, the English trademark usually refers not only to English, but also to other languages composed of Latin characters.
English belongs to phonography (including the above other languages). Its remarkable feature is that it uses a small number of letters to record the language. There are only 26 letters used in English, and the strokes are very simple and similar. The characters composed of these 26 letters are highly similar in appearance, but the phonetic relationship between different letter combinations and pronunciations is enough to express the language and record the characters. Therefore, for English trademarks, their characters, shapes, meanings, sounds and forms play a different role in trademarks and the ways of recognition and reading are obviously different from Chinese trademarks to some extent. This is a big difference between English trademarks and Chinese trademarks.