So, you decided you wanted to protect your brand, filled out the lengthy TEAS form, and submitted your application, just to get a response from the United States Patent and Trademark Office (USPTO) informing you that your mark is “confusingly similar” to an already registered mark. What do you do now? One potential option for redress is submitting a consent agreement to the USPTO, enabling holders of similar trademarks to coexist. The USPTO holds that a “likelihood of confusion exists between trademarks when the marks are so similar and the services for which they are used are so related that consumers would mistakenly believe they come from the same source.” [1] When the USPTO looks at marks to determine if they are confusingly similar, they look at similarity in sound, in meaning, in appearance, and/or in the general commercial impression left by the mark. [2] The USPTO also looks at whether the goods are related. If the USPTO determines that an applied-for mark is confusingly si
University of Michigan Law School Community Enterprise Clinic (CEC) Blog