1. The similarity of the marks in sound (phonetics), meaning, and appearance.
2. The similarity of goods or services related to the marks, including the physical proximity of goods or services in the marketplace.
3. The strength of the owner’s mark (fanciful, arbitrary, suggestive, descriptive, or generic).
4. Evidence of actual confusion by any consumers.
5. The similarity of marketing and advertising channels used for the marks.
6. The alleged infringer’s intent in choosing their mark.
7. The typical consumer’s likely degree of care and diligence in purchasing the goods or services.