Exploring the Determination of Trademark Infringement through Typical Case of Trademark Disputes

随着市场竞争的日益复杂，商标侵权认定一直以来都是司法裁判的焦点问题。通过梳理近日争议较大的热门案例，探讨商标的使用构成规范性使用的认定标准以及商标近似性和混淆可能性判断等争议焦点。揭示商标规范性使用需以不改变原有显著性为前提，实际使用标识应与注册商标保持来源识别一致性；商标近似性认定需以“混淆可能性”为核心，综合考量标识音形义、历史文化因素及消费者认知等，为同类案件裁判提供了理论参考。With the increasingly complex market competition, the determination of trademark infringement has always been a key issue in judicial adjudication. By sorting out the popular case that has been highly controversial recently, this paper explores the determination criteria for the use of trademarks to constitute normative use, as well as the judgment of trademark similarity and the likelihood of confusion. Revealing the standardized use of trademarks should be based on the premise of not changing the original distinctiveness. The actual used marks should maintain consistency in source identification with the registered trademarks. The determination of trademark similarity should take “likelihood of confusion” as the core, comprehensively considering the sound, shape and meaning of the logo, historical and cultural factors, and consumer cognition, etc., providing a theoretical reference for the judgment of similar cases.