DOMINANCY TEST IN TRADEMARK APPLICATION
In the recent case of Lacoste, N.A. vs. Crocodile International Pte. Ltd. (G.R. No. 223270, 06 November 2023), the Supreme Court resolved a trademark application dispute filed under the old trademark law, i.e., Republic Act (R.A.) No. 166, as amended. Please note that the current trademark law is found in R.A. No. 8293 otherwise known as the “Intellectual Property Code of the Philippines.”
R.A. No. 166, prohibits the registration of another mark that is confusingly similar to, or a colorable imitation of, a previously registered mark belonging to another. There used to have two (2) tests in aiding the Court in ascertaining the existence of similarity and likelihood of confusion, namely the Dominancy Test and the Holistic or Totality Test. The Supreme Court En Banc, in the case of Kolin Electronics Co., Inc. vs. Kolin Philippines International, Inc. (G.R. No. 228165, 09 February 2021), categorically abandoned the use of the Holistic or Totality Test in favor of the Dominancy Test.
In the Lacoste case, the High Court, citing the case of Levi Strauss & Co. v. Sevilla (G.R. No. 219744, 01 March 2021), held that the dominancy test focuses on the “similarity of the prevalent or dominant features of the competing trademarks that might cause confusion, mistake and deception in the mind of the purchasing public. Duplication or imitation is not necessary, neither is it required that the mark sought to be registered suggests an effort to imitate. Given more consideration are the aural and visual impressions created by the marks on the buyers of goods, giving little weight to factor like prices, quality, sales outlets, and market segment.” Citing Dermaline, Inc. v. Mayra Pharmaceuticals, Inc. (642 Phil. 503, 511), the Supreme Court said that the Dominancy Test is applied “when the trademark sought to be registered contains the main, essential and dominant features of the earlier registered trademark, and confusion or deception is likely to result.” The High Court emphasized that there are no set rules in determining what constituted a dominant feature in trademarks. What the Court takes into account are the signs, color, design, peculiar shape or name, or some special, easily remembered earmarks of the brand that readily attracts and catches the attention of the ordinary consumer.
The Supreme Court, in the Lacoste case, ruled that there exist pronounced and distinct visual differences both in appearance and overall commercial impression between the Lacoste’s and Crocodile’s marks which make them distinguishable from one another and make likelihood of confusion between them nil.
TRADEMARK: Acquisition of Ownership of a Mark, and Protection of Prior Users in Good Faith of a Mark, under the IP Code.
In the recent case of Zuneca Pharmaceutical, et al. vs. Natrapharm Inc. (G.R. No. 211850, 08 September 2020), decided by the Supreme Court En Banc, the following issues were discussed: a) acquisition of ownership of a mark under the Intellectual Property (IP) Code; and b) protection, if any, of prior users in good of a mark under the IP Code.
How is ownership over trademark acquired?
The Supreme Court resolved the issue of acquisition of ownership of a mark in the following manner:
1. The language of the Intellectual Property Code provisions clearly conveys the rule that ownership of a mark is acquired through registration. Section 122 of the said Code expressly provides that, “rights in a mark shall be acquired through registration made validly in accordance with the provisions of this law”. The “first to file rule” expressed in Section 123 of the said Code, prioritizes the first filer of the trademark application and operates to prevent any subsequent applicants from registering “identical marks” as described in Section 123.1.(d).;
2. The intention of the lawmakers was to abandon the rule that the ownership of a mark is acquired through use. The current rule under the Intellectual Property Code is in stark contrast to the rule on acquisition of ownership under the Trademark Law (R. A. No. 166, as amended by R. A. No. 638), that one acquired ownership over a mark by actual use; and prior use and non-abandonment of a mark by one person barred the future registration of an identical or a confusingly similar mark by a different proprietor when confusion or deception was likely. Upon the effectivity of the IP Code, the previous general rule on ownership was changed and repealed. Furthermore, the term “owner” is used under the present Code, in relation to registration At present, prior use no longer determines the acquisition of ownership of a mark, since ownership is now acquired through registration. The IP Code provisions requiring actual use of the registered owner of the mark is only for the purpose of maintaining his ownership. Thus, even if a mark was previously used and not abandoned by another person, a good faith applicant may still register the same and become the owner thereof, and the prior user cannot ask for the cancellation of the latter’s registration. The prima facie nature of a Certificate of Registration under Section 138 of the IP Code is not indicative of the fact that prior use is still a recognized mode of acquiring ownership of a mark. It is meant to recognize the instances when the certificate of registration is not reflective of ownership of the holder thereof, such as when: a) the first registrant has acquired ownership of the mark through registration but subsequently lost the same due to non-use or abandonment (e.g. failure to file the Declaration of Actual Use); b) the registration was done in bad faith; c) the mark itself becomes generic; d) the mark was registered contrary to the provisions of the IP Code (e.g., when a generic mark was successfully registered for some reason); or e) the registered mark is being used by, or with permission of, the registrant so as to misrepresent the source of the goods or services on or in connection with which the mark is used.; and
3. The rule on ownership used in Berries Agricultural Co., Inc. vs. Abyadang (647 Phil. 517 [2010]) and E. Y. Industrial Sales, Inc., et al. vs. Shen Dar Electricity and Machinery Co., Ltd., (648 Phil. 572 [2010]), is inconsistent with the Intellectual Property Code regime of acquiring ownership through registration.
a. In Berris, although the question of ownership of the mark was decided consistent with the rule on ownership under the IP Code, the Court mistakenly gave weight to the fact of prior use when it stated, “ownership of a trademark is acquired by its registration and its actual use”. Any pronouncement in Berris that is inconsistent with the IP Code’s regime of acquisition of ownership through registration must be harmonized accordingly.
b. In E. Y. Industrial Sales, Inc., the ponencia cited Section 123.1.(d), the first-to-file rule adopted by the IP Code, but also included the discussion in Shangri-la International Hotel Management, Ltd. vs. Developers Group of Companies, Inc. (520 Phil. 935 [2006]), in concluding that the prior user was the owner of the mark. Shangri-la, although decided after the effectivity of the IP Code, show that he applicable law of the case was the Trademark Law, as amended. Moreover, in E. Y. Industrial Sales Inc., one party applied and registered the mark under the IP Code, while the other party had applied for the mark under the Trademark Law, as amended, and its registration was obtained after the effectivity of the IP Code. The rule used to resolve the ownership issue in E. Y. Industrial Sales Inc. and Shangri-la should not be made to apply in a situation involving marks which are both used and/or registered after the effectivity of the IP Code. For marks used and/or registered after the effectivity of the IP Code, prior use is no longer required for acquisition of ownership, since the adoption of the first-to-file rule and the rule that ownership of a mark is acquired through registration.
What protection, if any, does a prior user in good faith of a mark has under the IP Code?
In resolving the question, the High Court ruled that:
1. While the first-to-file registrant in good faith acquires all the rights in a mark, nevertheless, Section159.1 of the IP Code also protects prior users in good faith in the sense that they will not be made liable for trademark infringement even if they are using a mark that was subsequently registered by another person. While Section 159.1. contemplates that a prior user in good faith may continue to use its mark even after the registration of the mark by the first-to-file registrant in good faith, the IP Code also respect the rights of the registered owner of the mark by preventing any future use by the transferee or assignee that is not in conformity with the said provision of the law. The application of Section 159.1. results in at least two entities – the unregistered prior user in good faith or their assignee or transferee; and the first-to-file registrant in good faith – concurrently using the identical or confusingly similar marks in the market, even if there is likelihood of confusion. A not so ideal situation brought about by the application of Section 159.1. of the IP Code.
2. Section 147.1 of the same Code, which provides that the owner of a registered mark shall have the exclusive right to prevent third party’s use of identical or similar marks resulting in the likelihood of confusion, must be interpreted in harmony with Section 159.1. The lawmakers intended for the rights of the owners of a registered mark in Section 147.1 to be subject to the rights of a prior user in good faith contemplated in Section 159.1. In other words, Section 159.1 is an exception to the rights of trademark owner in Section 147.1.
3. Even without Section 159.1, a third party’s prior use of an unregistered mark, if said mark is subsequently registered by a first-to-file registrant in good faith, could not be considered as trademark infringement because there was no trademark registration – a requirement for a trademark infringement action to prosper – when the third party was using its mark.