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ARTICLE · 28 JULY 2025

Farklı Sözcükler, Benzer İzlenim: Kavramsal Benzerlik

Gün + Partners
Gün + Partners
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Gün + Partners

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Kozmetik sektöründe tüketicilerin marka imajına büyük önem verdikleri ancak ürün satın alırken hızlı karar verdikleri düşünüldüğünde, logolar çok önemli bir rol oynamaktadır.

TurkeyIntellectual Property
Güldeni̇z Doğan Alkan
Güldeni̇z Doğan Alkan
Ayşenur Çıtak Bozdağ
Ayşenur Çıtak Bozdağ
Hatice İnci Turan
Hatice İnci Turan
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Kozmetik sektöründe tüketicilerin marka imajına büyük önem verdikleri ancak ürün satın alırken hızlı karar verdikleri düşünüldüğünde, logolar çok önemli bir rol oynamaktadır. Markalardaki görsel görünüm çoğu zaman satın alım kararlarını yazılı unsurlardan daha fazla şekillendirmektedir. Türk Patent ve Marka Kurumu'nun ("TÜRKPATENT") aşağıda bahsedilen kararları karıştırılma ihtimali değerlendirilmesinde markalar arasındaki genel algı ve kavramsal benzerliğin, kelime unsurlarındaki farklılıklara nasıl üstün geldiğine ve benzerliğe sebebiyet verdiğine dair ilgi çekici birer örnek sunmaktadır.

Bu çerçevede TÜRKPATENT'in yaklaşımı, markalar farklı kelime unsurlarından oluşsalar dahi, onları birbirine yaklaştıran ortak görsel unsurlar göz önünde bulundurularak bütünsel değerlendirme yapıldığında, aralarında karıştırılma ihtimalinin doğabileceğini ortaya koymaktadır.

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