Exploration on the Confusion Theory and Likelihood of Association Theory for the Protection of Well-known Trademarks

Well-known trademarks are the trademarks well known by public, which have highly credit standing during the long-time use. Nowadays, international pacts and different countries' legislations have different attitudes towards the protection for well-known trademarks. Some countries, such as Germany and the U. S., protect the well-known trademarks from the angle of prohibiting likelihood of association. However, China still protects them from the theoretics of the confusion though it has strengthened the protection for the well-known trademarks in its new Trademark Law. With the development of the economy, well-known trademarks play a more and more important role in standing for a company's credit. In order to impulse the well-known trademarks owners, China needs to do more studies on prohibition of likelihood of association. and improve the related legislations.