Multi-faceted assessment of trademark similarity

Trademarks are intellectual property assets with potentially high reputational value. Their infringement may lead to lost revenue, lower profits and damages to brand reputation. A test normally conducted to check whether a trademark is highly likely to infringe other existing, already registered, trademarks is called a likelihood of confusion test. One of the most influential factors in this test is establishing similarity in appearance, meaning or sound. However, even though the trademark registration process suggests a multi-faceted similarity assessment, relevant research in expert systems mainly focuses on computing individual aspects of similarity between trademarks. Therefore, this paper contributes to the knowledge in this field by proposing a method, which, similar to the way people perceive trademarks, blends together the three fundamental aspects of trademark similarity and produces an aggregated score based on the individual visual, semantic and phonetic assessments. In particular, semantic similarity is a new aspect, which has not been considered by other researchers in approaches aimed at providing decision support in trademark similarity assessment. Another specific scientific contribution of this paper is the innovative integration, using a fuzzy engine, of three independent assessments, which collectively provide a more balanced and human-centered view on potential infringement problems. In addition, the paper introduces the concept of degree of similarity since the line between similar and dissimilar trademarks is not always easy to define especially when dealing with blending three very different assessments. The work described in the paper is evaluated using a database comprising 1,400 trademarks compiled from a collection of real legal cases of trademark disputes. The evaluation involved two experiments. The first