22The distinctive character of the sign must be assessed in concreto by reference to, first, the goods or services in question and, second, the perception of the relevant public, namely the average consumer of the category of goods or services in question, who is reasonably well informed and reasonably observant and circumspect (see, in particular, Linde and Others, C‑53/01 to C‑55/01, EU:C:2003:206, paragraph 41; Koninklijke KPN Nederland, C‑363/99, EU:C:2004:86, paragraph 34; and OHIM v BORCO-Marken-Import Matthiesen, EU:C:2010:508, paragraphs 32 and 35).
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