The analysis of trademark infringement and likelihood of confusion is really a question of the nature and character of the mark and the commercial impression it creates in the minds of the consumer. First, and foremost, a trademark has to be a known word in the English language to be pronounced as a word in the English language. Also, in order to ensure that a trademark is pronounced properly in a foreign language or under the doctrine of foreign equivalence–the mark must actually be a known word in some language before there is anything to do with pronouncing a word properly.
For example, the word STON and the word STONE although similar in appearance are not pronounced in the exact same way. In fact, it is important for you to first, recognize what the word is as either, a slang term or an actual English or foreign dictionary with slang translations. If there are any other similarities in appearance, the appearance must be consistent with the official English or Foreign language translations before the words can be considered similar with respect to their actual appearance. Although there may be some chance that someone mistakenly assumes that the STON mark is the same in appearance as the STONE mark, the reality is the commercial appearance and impression of the marks in the marketplace is what controls.
Otherwise, the consumers will recognize that STON as used in the marketplace is not even a recognized word and not pronounce it in the same way as the actual English word of STONE. Thus, you cannot utilize definitions that are consistent with the English language for something that is not an actual known word. Moreover, to apply the doctrine of foreign equivalence the word must be an actual foreign word to be considered to be the equivalent of the English equivalent. It will not be considered a foreign word if, it does not have the same characters as a known foreign word. Moreover, the mark STON has no foreign equivalents, thus, there is no way for any of the definitions or translations STONE to be used to provide an equivalent meaning for STON.
For more go to: 13-1448.Opinion.7-14-2014.1