30 Accordingly, in order for the registration of the mark applied for to be refused for damage to the reputation of an earlier mark under Article 8(5) of Regulation No 40/94, the similarity between or identity of the two marks at issue is an essential condition. According to the case-law, when, in view of the application of Article 8(1)(b) of Regulation No 40/94, there is a lack of similarity between the mark applied for and the earlier mark, that lack of similarity also precludes the application of Article 8(5) of Regulation No 40/94 (see, to the effect, judgment of 11 December 2008 in Case C‑57/08 P Gateway v OHIM, not published in the ECR, paragraphs 62 to 64, and ACTIVITY Media Gateway, paragraphs 58 to 61). It follows that for the application of both Article 8(1)(b) of Regulation No 40/94 and for Article 8(5) of Regulation No 40/94, similarity between the earlier mark and the mark applied for is a necessary condition.31 The concept of similarity between the marks at issue is the same in the case of a refusal to register a mark applied for because of a likelihood of confusion, pursuant to Article 8(1)(b) of Regulation No 40/94, and of refusal because of damage to the reputation of an earlier mark, pursuant to Article 8(5) of Regulation No 40/94. Indeed, it follows from the case-law that in these two situations allowing registration to be refused for the mark applied for, the condition of similarity between the mark and the sign requires the existence, in particular, of elements of visual, aural or conceptual similarity, so that, from the point of view of the relevant public, they are at least partially identical as regards one or more relevant aspects (see ACTIVITY Media Gateway, paragraph 35, and the case-law cited, and see, by analogy, Case C‑408/01 Adidas-Salomon and Adidas Benelux [2003] ECR I‑12537, paragraph 28, and the case-law cited).
31 The concept of similarity between the marks at issue is the same in the case of a refusal to register a mark applied for because of a likelihood of confusion, pursuant to Article 8(1)(b) of Regulation No 40/94, and of refusal because of damage to the reputation of an earlier mark, pursuant to Article 8(5) of Regulation No 40/94. Indeed, it follows from the case-law that in these two situations allowing registration to be refused for the mark applied for, the condition of similarity between the mark and the sign requires the existence, in particular, of elements of visual, aural or conceptual similarity, so that, from the point of view of the relevant public, they are at least partially identical as regards one or more relevant aspects (see ACTIVITY Media Gateway, paragraph 35, and the case-law cited, and see, by analogy, Case C‑408/01 Adidas-Salomon and Adidas Benelux [2003] ECR I‑12537, paragraph 28, and the case-law cited).
32 In the light of that case-law, it must be concluded that the Board of Appeal assessed the similarity of the marks in a contradictory manner, by finding, at paragraph 23 of the contested decision, a lack of similarity between the mark applied for and the earlier mark when examining the conditions for the application of Article 8(1)(b) of Regulation No 40/94, and, at paragraph 36 of the contested decision, a sufficient degree of similarity between the same signs for the application of Article 8(5) of the same regulation, that last finding necessarily implying that there is similarity between the marks at issue. It therefore committed an error of law. [red. arcering toegevoegd]