Cans and Canines: On likelihood of confusion and perception of trademarks

Based upon an analysis of the case between Dansk Supermarked A/S and master painter Frederik Tuemand from the Danish Commercial and Maritime Court, the article discusses certain problems in the assessment of likelihood of confusion of trademarks as seen from a semiotic perspective. Furthermore, the article presents tentative directions to making the assesment more intersubjectively transparent than it is the case at present.