在商标审查机关的商标审查实践中,往往忽略文字商标呼叫上的关联性,而是更加侧重字形及含义方面的联系性。比如,对于两个由3个汉字构成的文字商标,发音完全相同,但是字形却完全不同,含义也没关联或均无含义,商标审查机关一般不认为他们构成近似商标。然而,这样的商标同时投放到市场上,真的不容易引起消费者的混淆吗?笔者认为未必如此。在商业活动中,消费者对一个品牌的识别过程是离不开听力感受的,无论是某品牌商品的经营者、某品牌广告的推广者,还是普通的消费者在围绕某品牌进行商业活动时,均不可避免地会附加 In the practice of trademark examination of trademark examination organs, the association on word mark call is often neglected, but the emphasis is more on the connection between the font and the meaning. For example, the two trademarked characters consisting of three Chinese characters are pronounced exactly the same, but the glyphs are completely different and have no meaning or meaning. The trademark examining authorities generally do not consider them as similar trademarks. However, such a trademark at the same time put on the market, really not easy to cause confusion of consumers do? I think that may not be the case. In the business activities, the recognition process of a brand by consumers is inseparable from the sense of hearing, whether it is the operator of a certain brand of goods, the promoter of a certain brand of advertisement, or the ordinary consumer when doing business activities around a certain brand , Will inevitably be attached