Abstract: Trademark similarity refers to the similarity in the font, pronunciation and meaning of trademark words, the composition, coloring and appearance of trademark graphics, or the overall arrangement and appearance of the combination of words and graphics, when used in the same or similar goods or services that may easily cause the relevant public to misunderstand the source of the goods or services. So what are the criteria for judging similar trademarks? Let me introduce it to you below. What are the criteria for judging similar trademarks?

1. Local standards

For example, an English trademark may not be considered identical or similar in an English-speaking country, but in a non-English speaking country, it may not be considered the same or similar. deemed to be identical or similar.

2. Human standard

That is, the judgment of whether a trademark is identical or similar must be based on the attention of ordinary people. The attention exerted by experts or people with particularly low intelligence cannot be the criterion for judgment. Even ordinary people consider the specific target audience for which the product is sold.

3. Time standards

Generally speaking, consumers’ cognitive ability often changes with time. As their knowledge increases, their recognition ability will become stronger and stronger. Even in a relatively stable period, consumers' identification skills may change over time.

4. Standards of goods

Generally speaking, the degree of attention consumers pay when purchasing goods is directly proportional to the value of the goods purchased. The greater the value of the goods, the greater the degree of attention imposed by consumers. The more attention there will be; conversely, the smaller the value of the product, the less attention consumers may pay.

Methods for judging similar trademarks

1. Isolated observation method

That is, placing two or more trademarks at different times and places for observation. If you have general knowledge If it is easy for experienced consumers to be confused when purchasing with ordinary care, then such trademarks are similar trademarks.

2. Comparison of essential parts

If the appearance of the main parts of two trademarks is obviously different and does not cause consumers to misunderstand, then they are non-similar trademarks; otherwise, they are non-similar trademarks. Similar trademarks.

3. Separate comparison method

Compare each component of the two combined trademarks separately. If the pronunciation, meaning, appearance, etc. of the compared parts are similar or have no significant differences, are similar trademarks.