What is the first component of a trade-mark?

Canada (Federal), Canada

The following excerpt is from Koch (Cyprus) Limited v Petromesh Inc, 2009 CanLII 90437 (CA TMOB):

Moreover the first component of a trade-mark has often been characterized as the most important portion of a trade-mark [see Pernod Ricard v. Molson Breweries (1992), 44 C.P.R. (3d) 359].

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