Dominance Matters: How the Dominancy Test Dictates Trademark Infringement in the Philippines
In trademark disputes in the Philippines, the ‘Dominancy Test’ is the compass guiding the courts. This test emphasizes the dominant features of a trademark in assessing potential infringement, often overriding a holistic comparison. The Skechers vs. Inter Pacific case vividly illustrates this principle, highlighting that even with minor differences, using a dominant mark of a registered trademark can lead to infringement.
G.R. No. 164321, March 23, 2011
INTRODUCTION
Imagine building a brand for years, only to find a competitor using a logo strikingly similar to yours. This is the everyday reality for businesses striving to protect their brand identity in a competitive marketplace. The Philippine Supreme Court case of Skechers, U.S.A., Inc. v. Inter Pacific Industrial Trading Corp. delves into this very issue, providing a crucial lesson on trademark infringement and the application of the Dominancy Test. At the heart of this case lies a simple yet critical question: When does similarity in a trademark cross the line into infringement, even if not an exact copy?
LEGAL CONTEXT: TRADEMARK INFRINGEMENT AND THE DOMINANCY TEST
The legal framework for trademark protection in the Philippines is primarily governed by Republic Act No. 8293, also known as the Intellectual Property Code. Section 155 of this code explicitly defines trademark infringement, outlining prohibited acts that violate the rights of a registered trademark owner. Understanding this section is paramount for businesses operating in the Philippines.
Section 155.1 of RA 8293 states:
Use in commerce any reproduction, counterfeit, copy, or colorable imitation of a registered mark or the same container or a dominant feature thereof in connection with the sale, offering for sale, distribution, advertising of any goods or services including other preparatory steps necessary to carry out the sale of any goods or services on or in connection with which such use is likely to cause confusion, or to cause mistake, or to deceive.
This provision highlights that infringement isn’t limited to exact copies. A ‘colorable imitation’ or use of a ‘dominant feature’ of a registered mark can also constitute infringement if it’s likely to cause confusion among consumers. To determine this likelihood of confusion, Philippine jurisprudence has developed two main tests: the Dominancy Test and the Holistic Test.
The Dominancy Test zeroes in on the ‘dominant features’ of the competing marks. It asks: What is the most striking or memorable aspect of the trademark that consumers will likely remember and rely upon? Similarity in these dominant features weighs heavily towards a finding of infringement. As the Supreme Court explained in this case, this test gives “more consideration [to] the aural and visual impressions created by the marks on the buyers of goods, giving little weight to factors like prices, quality, sales outlets, and market segments.”
Conversely, the Holistic Test, also known as the Totality Test, takes a broader approach. It examines the entire presentation of the marks, including labels, packaging, and all visual elements. This test asks whether, considering all aspects, the marks are confusingly similar. While seemingly comprehensive, the Supreme Court in Skechers clarified that in cases involving trademarks with strong dominant features, the Dominancy Test often takes precedence.
Furthermore, Philippine law recognizes two types of confusion: confusion of goods, where consumers mistakenly purchase one product believing it to be another, and confusion of business, where consumers mistakenly believe a connection or affiliation exists between different businesses due to similar branding, even if the products themselves are different. Both types of confusion are relevant in trademark infringement cases.
CASE BREAKDOWN: SKECHERS VS. INTER PACIFIC
The dispute began when Skechers, U.S.A., Inc., a well-known footwear company, discovered that Inter Pacific Industrial Trading Corp. was selling shoes under the brand ‘Strong’ with a stylized ‘S’ logo that Skechers believed infringed on their registered ‘SKECHERS’ trademark and stylized ‘S’ logo (within an oval design).
Here’s a step-by-step account of the legal battle:
- Search Warrants Issued: Skechers, armed with their trademark registrations, successfully applied for search warrants from the Regional Trial Court (RTC) of Manila. These warrants targeted Inter Pacific’s outlets and warehouses based on alleged trademark infringement.
- Raids and Seizure: Upon serving the warrants, authorities raided Inter Pacific’s premises and seized over 6,000 pairs of ‘Strong’ shoes bearing the contested ‘S’ logo.
- RTC Quashes Warrants: Inter Pacific fought back, filing a motion to quash the search warrants. The RTC sided with Inter Pacific, finding ‘glaring differences’ between Skechers and Strong shoes and concluding that ordinary consumers wouldn’t be confused. The RTC favored the Holistic Test, focusing on overall differences like the word ‘Strong’ and price points.
- CA Affirms RTC: Aggrieved, Skechers elevated the case to the Court of Appeals (CA) via a petition for certiorari. However, the CA upheld the RTC’s decision, agreeing that there was no confusing similarity when considering the totality of the marks. The CA even pointed to the common use of the letter ‘S’ in other trademarks, like Superman’s logo, to downplay the distinctiveness of Skechers’ ‘S’.
- Supreme Court Reverses: Undeterred, Skechers took the case to the Supreme Court. This time, the tide turned. The Supreme Court reversed the decisions of the lower courts, emphasizing the application of the Dominancy Test in this scenario.
The Supreme Court pointedly disagreed with the lower courts’ application of the Holistic Test, stating:
“While there may be dissimilarities between the appearances of the shoes, to this Court’s mind such dissimilarities do not outweigh the stark and blatant similarities in their general features… The dissimilarities between the shoes are too trifling and frivolous that it is indubitable that respondent’s products will cause confusion and mistake in the eyes of the public.”
The Court highlighted that the dominant feature of Skechers’ trademark was the stylized ‘S’, and Inter Pacific’s ‘Strong’ shoes used a strikingly similar stylized ‘S’, placed in similar locations on the shoe. The Court found this dominant similarity created a likelihood of confusion, regardless of other differences like branding (‘Strong’ vs. ‘Skechers’) or price. The Court also noted the imitative design elements beyond just the ‘S’ logo, such as color schemes and sole patterns, further strengthening the infringement claim. Ultimately, the Supreme Court reinstated the validity of the search warrants and underscored the importance of the Dominancy Test in trademark infringement cases, especially when a dominant feature is clearly imitated.
PRACTICAL IMPLICATIONS: PROTECTING YOUR BRAND IN THE PHILIPPINES
The Skechers v. Inter Pacific case offers valuable lessons for businesses in the Philippines and beyond. It reinforces the critical importance of trademark registration and vigilant enforcement of intellectual property rights. Here are key practical implications:
- Focus on Dominant Features: When assessing potential trademark infringement, businesses and legal professionals should prioritize the Dominancy Test. Identify the most recognizable and dominant elements of your trademark and compare them to potentially infringing marks.
- Trademark Registration is Crucial: Skechers’ registered trademarks were the foundation of their infringement claim. Registration provides legal recognition and protection, making it significantly easier to pursue infringers.
- Actively Monitor the Market: Businesses should proactively monitor the market for potential trademark infringements. Early detection and action can prevent significant damage to brand reputation and market share.
- Don’t Underestimate ‘Colorable Imitations’: Infringement doesn’t require an exact copy. As this case shows, even with some differentiating features, using a ‘colorable imitation’ of a dominant trademark element can be unlawful.
- Price Difference is Not a Decisive Factor: The price difference between Skechers and Strong shoes was not a sufficient defense against infringement. The Supreme Court recognized that trademark protection extends to preventing confusion of source, even across different market segments.
Key Lessons:
- Register Your Trademarks: Secure legal protection for your brand identity.
- Understand the Dominancy Test: Focus on the dominant features of trademarks in infringement analysis.
- Vigilance is Key: Actively monitor and enforce your trademark rights.
- Seek Legal Counsel: Consult with intellectual property lawyers for trademark registration, enforcement, and infringement disputes.
FREQUENTLY ASKED QUESTIONS (FAQs)
Q: What is trademark infringement?
A: Trademark infringement occurs when someone uses a registered trademark, or a confusingly similar mark, without the owner’s permission, in a way that is likely to cause confusion among consumers about the source or origin of goods or services.
Q: What is the Dominancy Test?
A: The Dominancy Test is a legal test used in the Philippines to determine trademark infringement. It focuses on the dominant features of the trademarks to assess if they are confusingly similar.
Q: How does the Dominancy Test differ from the Holistic Test?
A: The Dominancy Test focuses on the most striking features of a trademark, while the Holistic Test considers the overall appearance of the marks, including packaging and labeling. Philippine courts often prioritize the Dominancy Test, especially when dominant features are clearly imitated.
Q: What is ‘colorable imitation’?
A: ‘Colorable imitation’ refers to a mark that is not identical to a registered trademark but bears a deceptive resemblance, likely to mislead or confuse consumers.
Q: Is price difference a defense against trademark infringement?
A: Generally, no. Price difference alone is not a sufficient defense. Trademark protection aims to prevent confusion of source, even if products are in different price ranges or market segments.
Q: What should I do if I believe someone is infringing my trademark?
A: Consult with an intellectual property lawyer immediately. They can advise you on the best course of action, which may include sending a cease and desist letter, filing legal action, and seeking remedies for infringement.
Q: What are the remedies for trademark infringement in the Philippines?
A: Remedies can include injunctions to stop the infringing activity, damages to compensate for losses, and seizure and destruction of infringing goods.
Q: How can I register a trademark in the Philippines?
A: Trademark registration is done through the Intellectual Property Office of the Philippines (IPOPHL). It involves filing an application, examination, publication, and registration. It’s advisable to seek assistance from an IP lawyer for this process.
Q: Is using a similar logo on different products always infringement?
A: Not always. Infringement depends on factors like the similarity of the marks, the relatedness of the goods or services, and the likelihood of consumer confusion. A legal analysis is necessary to determine infringement on a case-by-case basis.
Q: What is ‘confusion of business’ or ‘source confusion’?
A: This occurs when consumers are misled into believing that there is a connection or affiliation between two businesses, even if they offer different products or services. This is a recognized form of trademark infringement.
ASG Law specializes in Intellectual Property Law, particularly trademark registration and infringement cases. Contact us or email hello@asglawpartners.com to schedule a consultation.