Judgment_paragraph 21 · Bimbo SA v Office for Harmonisation in the Internal Market (Trade Marks and Designs) (OHIM) (C-591/12 P)

21The global assessment of the likelihood of confusion, in relation to the visual, aural or conceptual similarity of the marks at issue, must be based on the overall impression given by the marks, account being taken, in particular, of their distinctive and dominant components. The perception of the marks by the average consumer of the goods or services in question plays a decisive role in the global assessment of that likelihood of confusion. In this regard, the average consumer normally perceives a mark as a whole and does not proceed to analyse its various details (see, to that effect, SABEL EU:C:1997:528, paragraph 23; OHIM v Shaker EU:C:2007:333, paragraph 35; and Nestlé v OHIM EU:C:2007:539, paragraph 34).