The Standards and Principles Used in the Identification of Trademark Infringements in the Internet Environment

The context and way in which the trademark is used has a close relationship with the identification of trademark infringement. Conflicts are caused by trademark infringements. On the one hand,new products and services are marketed every day, while there is no corresponding trademark law to regulate or legitimate marketing behavior; on the other hand, the legitimization of trademarks as property rights enables the right of trademark owners continue to expand, resulting in the expansion of the trademark's validity sphere. It is already pretty tough to identify whether trademark infringements take place in terms of traditional products and services; it is even more difficult to do so in the age of the Internet when the context in which trademarks are used is more complicated and diverse. For the time being, there is no reached agreement or standardized act in terms of the legitimization of trademarks used in the Internet marketing.Through analyzing the meaning of trademark use and its components, this paper further addresses the principles that should be adhered to in the identification of trademark infrin gements.