Accurate identification of similar trademarks The identification of similar trademarks or logos is an indispensable and important step in determining trademark infringement. Infringement can only be established if the two conditions of "similar trademark or logo" and "use on the same or similar goods" are met. Similar trademarks are different from identical trademarks. Although there are certain visual differences, they are similar to registered trademarks in other aspects such as pronunciation and meaning, and are enough to cause misunderstanding or confusion among consumers. To examine whether two trademarks are similar trademarks, the following aspects should generally be considered: 1. Trademark appearance. That is, the visual images of the words, graphics, or combinations of the two trademarks are observed from the perspective of ordinary consumers to see if they can cause misunderstanding or confusion. For example, the "HOVER" graphic trademark used by a company in Jiangsu differs only by one letter from the registered graphic trademark "HOOVER" of a British company. They are visually similar and have basically the same pronunciation, which is enough to cause consumers to misunderstand and should be considered similar. trademark. Another example is that the letters "SAFINO" used by a company in Tianjin are exactly the same as the "SANOFI" trademark previously registered by a company in France. Only the order of the last four letters is slightly different. However, the overall structure and pronunciation of the two trademarks are very similar. It is extremely easy for consumers to misunderstand, and therefore constitutes a similar trademark used on similar goods. 2. Trademark pronunciation. Based on people's hearing, determine whether the two trademarks are confusing due to similar pronunciation. For example, a company in Jiangsu uses "SUNNER" as its trademark. Although it has a different meaning from the French "CHANEL" (Chinese transliteration of "Chanel") and the English letters are not similar, the pronunciation is similar, especially in the Chinese language. Use in the environment constitutes a similar trademark. Another example is "today" and "golden day". 3. Trademark meaning. Analyze whether the two trademarks have the same or similar meaning and cause confusion among consumers as to the source of the goods. For example, "BLUE SKY" and "Blue Sky" have the same meaning in Chinese. It is easy for people to misunderstand the relationship between manufacturers and specific products, and mistakenly believe that products labeled with "BLUE SKY" are part of the "BLUE SKY" series of products.