# Trademark Similarity Case: M Plus

The applied-for mark combines a large “M” at the upper left, two intersecting curves in the center and “Plus” at the lower right. The words “Mobile card” appear above in very small lettering.

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HOME / NEWS & INSIGHTS NEWS & INSIGHTS Trademark Similarity Case: M Plus The applied-for mark combines a large “M” at the upper left, two intersecting curves in the center and “Plus” at the lower right. The words “Mobile card” appear above in very small lettering. Trademarks 2023.03.06 published IPLEX 4 min read 2003 Heo 7480 Trademark refusal Earlier registered Trademark 1 The Earlier registered Trademark 2 Applied for trademark Mark [Comparison of appearance, pronunciation and concept] 1. Appearance The applied-for mark places a large “M”, two intersecting curves and “Plus” inside a rectangle, with very small “Mobile card” lettering. Earlier mark 2 places “M” within a bold plus-shaped device, followed by “PLUS”, with “MPLUSTECH” below. Their appearances differ. 2. Pronunciation and concept The applied-for mark is perceived as “MPlus”: its individual components lack sufficient independent distinctiveness, and the small “Mobile card” text is inconspicuous. Earlier mark 2 can be referred to as either “MPLUS” or “MPLUSTECH”. When referred to as “MPLUS”, it has the same pronunciation and concept as the applied-for mark. The marks are therefore similar overall. [Designated goods] “Electronic assembly cards” were classified in former Class 9, Group 33 for electronic apparatus and parts. The applicant argued that the term meant credit-card-sized IC or smart cards with a microprocessor, operating system, security module and memory for transactions such as electronic money, and therefore differed from computer goods. The record did not support that interpretation. KIPO’s Goods Explanation I instead described plastic boards with printed wiring, assembled transistors or resistors, and plug connections to other circuits. The court understood the term as boards installed in electronic equipment, such as video, graphics and sound cards. Compared with the earlier mark 2’s modems, computers and CD-ROMs, these goods were computers or components directly involved in their operation, commonly made and sold through the same computer-product channels. Their form, use, producers, sellers and consumers overlapped, so the goods were similar. [Decisions] The applied-for mark is similar to earlier mark 2 in both the mark itself and some of its designated goods. Read the Korean source This article reflects the information available when it was published. Contact us to discuss your circumstances. Discuss this topic ↗ All articles Related service: Designs & trade marks ↗ Related service: IP disputes & appeals ↗ TALK TO IPLEX Discuss your IP questions We consider your technology and business needs together. ↗ Contact us Newer Trademark Similarity: uniPOS versus POS ↗ Older Trademark Similarity: A Figurative-Mark Case ↗ Related insights Trademarks 2026.10.01 TikTok for confectionery: dilution can prevent registration in Korea Korean Patent Court case 2025Heo10379 explains why different goods and later commercial success did not overcome the reputation and distinctiveness of TikTok. ↗ Read article Trademarks 2026.09.30 Can Fear of a Trade Mark Dispute Justify Non-Use? Korean Supreme Court decision 2024후10504 separates an intention to launch from actual use and objective obstacles beyond the owner’s control. ↗ Read article Trademarks 2026.09.29 An App Name: A Mark for Software or for the Service It Delivers? The 010PAY decision, 2025허10405, considers actual transactions, revenue and the proper subject of Korean trade mark scope proceedings. ↗ Read article

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