How to judge similarity in trademark registration?

Too many friends asked about the similar judgment of trademarks, and the official review benchmark in this regard listed a full 25 pages (see trademark review standards for details). In view of the fact that most bosom friends are not trademark practitioners, they will definitely get dizzy, so I will sort it out a little and summarize the principles of trademark similarity judgment as follows:

Look at the appearance characteristics: for example, although Andy and Dean are in different orders, they are similar in judgment because they are meaningless and visually indistinguishable;

Look at the meaning: For example, although horses and houses are similar in shape, they have great differences in meaning and are judged as different trademarks.

People with trademark problems: developed new products and remembered a louder name. If I guess correctly, most of these friends fantasize about noting a simple and clear brand name, and it is best to see the attributes of goods or services at a glance. For example, those who want to rent a car want to rent a car easily, and those who want to do online fortune-telling products want to note it easily. The motivation is correct, but remember that the essence of trademark naming is "to strike a balance between product function description and identification". In other words, if you want to apply for a trademark that is more acceptable to the public and can describe the function of the product, you may expose yourself to countless applicants with similar ideas. In fact, the biggest problem of this kind of trademark describing product functions is not the low success rate of registration (it is possible that everyone can't apply for a common name, so everyone can use it), but the lack of recognition of trademarks has become a bad street, which has a very adverse impact on products or services that occupy users' minds; Want to take a ride, next to IP, but maintain a certain degree of recognition.