1. Identical or similar trademarks: Identical trademarks are a legal term, which means that two trademarks are visually identical or basically indistinguishable and are used for the same or similar goods/services. It is easy for consumers to misunderstand. Trademark similarity: Trademark similarity is a concept in trademark law, which means that the glyphs, pronunciations, and meanings of the words of two trademarks or the composition, coloring, and appearance of graphics are similar, or the overall arrangement and appearance of the combination of words and graphics are similar, or The shape and appearance of the three-dimensional mark are similar, or the color or color combination is similar, and their use on the same or similar goods or services may easily cause the relevant public to misunderstand the source of the goods or services. 2. How to determine whether the trademarks are identical or nearly identical? As long as they are visually identical or basically indistinguishable, they can be determined to be identical trademarks. As for similar trademarks, we mainly consider several aspects such as vision, hearing, and meaning. As long as one of them is the same, it is a similar trademark. For example: glyphs ("白" and "自"), sound shapes ("handsome guy", "suliq little pigeon" or "Apple", "Ahpi"), meanings ("white", "白"), etc. The methods of consideration are as follows: ① Separate comparison: Compare each part of the trademark separately. It is often used for trademarks that combine pictures and words. Compare separately to see whether one part is similar to other trademarks. ②Isolated observation: Place two or more trademarks in different locations at different times for consumers to identify. If confusion is likely to occur, similar trademarks will be considered. ③Comparison of essential parts: Trademarks are also divided into main parts and minor parts. If the main part has a similar relationship with other trademarks, then the trademark constitutes a similar trademark! 3. The dangers of identical and similar trademarks The dangers of identical trademarks and similar trademarks are basically the same, with the former having a greater impact. Identical and similar trademarks will have an impact on the company's brand building. ① Market chaos: For example, the company built the Blue Sky brand washing machine, which was well received. The name Blue Sky was remembered by consumers, and then someone registered a similar or identical trademark, and then Blue Sky laundry, Blue Sky beer, Blue Sky glasses, Lantian washing machine, etc. appeared on the market with glyphs, pronunciations, and so on. Words with the same meaning. ② Economic damage: If consumers cannot recognize the trademark, they may buy another washing machine. This will cause the company to lose part of the market economy. ③Reduced image: When a company buys Blue Sky brand clothes and beer because it wants to buy the reputation of Blue Sky brand, if the quality is not good, it will easily affect consumers' evaluation of the company.