Research On Confirmative Rules Of Confusion Under Housemark Use

As the popularity of Main Vice Branding Strategy worldwide, more and more judges and scholars paid attention to the cases of trademark infringement when the housmark used. By virtue of the research on this issue in the blank stage in China, we still could not figure out the problems such as the definition of housemark, the influence on confusion judgment and the confirmative rules of housemark confusion. This paper will research and analyze on these issues and try to figure out the resolution of housemark usage problem.Except to the preamble and conclusion, this paper includes:Chapter 1: Introduction and Definition of Housemark. In this chapter, we will talk about the definition and relationship of housemrk and the main vice branding strategy. On which basis, we will further do a sort of the cases of trademark infringement when housemark appears, and try to recognize the difficulty on confusion judgment.Chapter 2:The Confirmative Rules of Housemark Cases in Respect of Direct Confusion. Induce and analyze the divergences on housemark issue in China and the U.S. trademark practice, and try to figure out the origin and basis of the relative judgments. In the end, make the conclusion of the explicit rules on confusion in respect of direct confusion.Chapter 3: The Confirmative Rules of Housemark Cases in Respect of Reverse Confusion. This chapter will focus on the reverse confusion of housemark issue, and analyze the influence on the confusion judgment in respect of reverse confusion. Finally, make the conclusion of the explicit rules on confusion in respect of direct confusion.Chapter 4: Suggestion on legislation and judiciary. Based on the introduction of housemark and the influence on confusion judgments above, I propose some practical legislation and judiciary suggestions on the housemark confusion, the application and use of composition mark, etc. for the references of relevant cases in China.