§ 2(d) likelihood of confusion

§ 2(d) of the Lanham Act addresses the likelihood of confusion between trademarks. It asserts that a trademark cannot be registered if it is similar to an existing trademark in a way that could confuse consumers. This means if two brands look, sound, or feel alike, consumers might wrongly believe they come from the same source. Protecting against this confusion helps maintain brand integrity and prevents consumers from being misled when making purchasing decisions. In essence, it ensures that consumers can distinguish between different products and their origins.