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That’s because it is one of important elements to determine the scope of protection of a trademark.
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However, do you always consider how average Japanese people would pronounce the trademark which you are filing?
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Why?
Because it is possible that the pronunciation by Japanese customers is different from the intended one (“correct pronunciation”, in other words).
Scope of protection of a trademark in Japan shall be determined, taking such local pronunciation thereof in Japan into acount.
Accordingly, it is problem if the local pronunciation were different from your intended one.
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Can you let me show an example?
![](https://i1.wp.com/fumitakahijino.com/wp-content/uploads/2017/07/IMG_0744.png?w=728&ssl=1)
Although the correct pronunciation of this mark is “he-i-nn-zu”, a average Japanese may pronounce it as “ha-ne-su” if the mark is not known very well in Japan.
It means that others have a chance to obtain a registration of another mark pronounced as “he-i-nn-zu” even if you own a registration of the mark “Hanes”.
In this case, you should file an application for the Katakana character mark pronounced as “he-i-nn-zu” as well as one for the mark “Hanes”.
That’s why, I think it is dangerous to file a trademark application in Japan without considering local pronunciation.
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