1. When examining a trademark previously registered by others, the examiner will first search the trademark database. If it is found that the same trademark has been applied for registration by multiple people on the same goods or similar goods, the examiner will Based on the "first to apply principle", companies or individuals that apply after rejection will be considered. This situation is generally caused by the blind period in trademark searches, which is an unavoidable objective reason. In addition, there is another situation caused by the negligence of the trademark registration applicant. Some companies or individuals have no experience and are not familiar with the trademark registration process. They do not conduct a similar trademark search before filing an application for trademark registration. As a result, the applied trademark is the same as the successfully registered trademark, and the registration fee is wasted. 2. The trademark lacks distinctive features. When the applied trademark is too simple, such as using simple lines and ordinary geometric figures, the examiner will consider that the trademark lacks distinctive features and is not identifiable, and will be rejected. 3. Trademark similarity is rejected. If two trademarks are similar in word form, pronunciation, meaning, graphic composition and color, overall structure, three-dimensional shape, and color combination, which may easily cause misunderstanding or confusion among the public, they will generally be deemed to be similar trademarks. and was dismissed. Generally speaking, when naming a trademark and designing a logo, if you deliberately imitate other brands and come up with the idea of ??imitating a famous brand, there is a very high possibility that it will be considered a similar trademark and be rejected. Similarity of trademarks is the most common reason for rejection, and it is also the most likely place for misjudgment, so it should be treated with caution. 4. Trademark names that are common names, descriptive words that are common in the industry, and words that only describe product features cannot be registered as trademarks. For example, "apple" cannot be used as a trademark for apples, and "batik" cannot be used as a trademark for cloth. 5. Use of signs that are not allowed to be registered. The Trademark Law stipulates that several signs, including the name, national flag and national anthem of the People's Republic of China, cannot be registered as trademarks. Among them, place names and other signs that are easy to confuse the public Names or signs that mislead the quality or origin of the goods cannot be registered as trademarks. If you accidentally use an impermissible sign as a trademark, it will be rejected and the registration will not be granted.