#Branding

Thailand’s trademark landscape is shifting. New board decisions reveal that determining whether two marks are “too similar” goes beyond a quick side‑by‑side comparison; the dominant word in a mark and the transliteration filed with the application can tip the balance between approval and rejection. For Thai businesses planning to register brands at home or expand into fast-growing markets, these nuances are now as important as the logo itself. The changes underscore a broader move in Thai practice toward a holistic assessment of similarity, aligning filing strategies with how consumers actually perceive brands in everyday life.