With the First Council Directive No. 89/104/EEC of 21 December 1988 to approximate the laws of the Member States relating to trade marks, the member states were given an opportunity to provide extended protection for well-known trademarks, which is also applied to the goods and services which are not identical with or similar to the goods and services for which the well-known trade mark is registered. The basic requirement for the protection of all trademarks, regardless of how famous they are, is that the trademark and later signs are to some extent similar to each other. When it comes to the common trademarks protection, an extremely high degree of similarity is necessary. However, when the famous trademarks protection is in question, a degree of similarity required is low and it has to be that way in order to associate the famous trademark and the later sign. At the point of establishing such a similarity, we can identify other conditions of trademark infringement. In order to talk about the likelihood of association - it is necessary to identify all the relevant circumstances of the case itself and evaluate them in their correlation and interaction. The Directive has created the unique system of protection of famous and well-known trade marks, thus eliminating the sharp boundary that existed between these types of marks in the earlier practice.