First to Use, First in Right: Understanding Trademark Ownership in the Philippines
TLDR; This landmark Supreme Court case clarifies that in Philippine trademark law, actual prior commercial use of a mark establishes ownership, even without registration. A party who registers a trademark they copied and did not use commercially in the Philippines cannot claim infringement against the original owner and prior user, even if the prior use was primarily international. This case underscores the principle that trademark rights are acquired through use, not mere registration, especially under the old trademark law (RA 166).
G.R. No. 159938, March 31, 2006: SHANGRI-LA INTERNATIONAL HOTEL MANAGEMENT, LTD., ET AL. VS. DEVELOPERS GROUP OF COMPANIES, INC.
INTRODUCTION
Imagine building a brand for years, only to find someone else claiming ownership because they registered it first in your local market. This is the crux of trademark disputes, and the Philippine Supreme Court’s decision in Shangri-La International Hotel Management, Ltd. vs. Developers Group of Companies, Inc. provides crucial insights into who truly owns a trademark in the Philippines. This case isn’t just about two companies battling over a name; it’s about the fundamental principle of trademark ownership: is it registration, or is it actual use?
At the heart of this case is the globally recognized “Shangri-La” mark and “S” logo, fiercely contested between the international hotel giant Shangri-La and a local restaurant, Developers Group of Companies, Inc. (DGCI). DGCI claimed local ownership based on Philippine trademark registration, while Shangri-La asserted prior global use and rightful ownership. The central legal question: In the Philippines, does trademark registration trump prior actual use, even if that use is primarily international?
LEGAL CONTEXT: RA 166 and the Priority of Use Principle
To understand this case, we need to delve into Republic Act No. 166 (RA 166), the trademark law in effect when this dispute began. RA 166, unlike the current Intellectual Property Code, placed significant emphasis on “actual use in commerce” as the cornerstone of trademark ownership. Section 2 of RA 166 stipulated that for a trademark to be registrable, it must be:
“actually in use in commerce and services not less than two months in the Philippines before the time the applications for registration are filed.”
This “use in commerce” requirement is not merely a formality. Section 2-A of RA 166 further clarifies how trademark ownership is acquired:
“Anyone who lawfully produces or deals in merchandise of any kind or who engages in any lawful business, or who renders any lawful service in commerce, by actual use thereof in manufacture or trade, in business, and in the service rendered, may appropriate to his exclusive use a trademark, a trade name, or a service mark not so appropriated by another…”
Crucially, Philippine jurisprudence has consistently held that actual use in commerce is the bedrock of trademark rights. Registration, while providing prima facie evidence of ownership, is secondary to actual prior use. This means that simply registering a trademark does not automatically grant ownership if someone else was already using it in commerce beforehand. The Supreme Court in previous cases like Sterling Products International, Inc. v. Farbenfabriken Bayer Aktiengesellschaft has affirmed that evidence of prior and continuous use can outweigh mere registration.
Furthermore, the concept of “bad faith” is critical. A trademark registration obtained in bad faith, such as by copying a well-known mark, is vulnerable to cancellation and cannot be the basis for an infringement claim. The Paris Convention for the Protection of Industrial Property, while not directly overriding RA 166 in this case due to municipal law principles, also recognizes the importance of protecting well-known marks, even if unregistered locally.
CASE BREAKDOWN: Shangri-La vs. DGCI – A David and Goliath Trademark Battle
The story begins with Developers Group of Companies, Inc. (DGCI), a local restaurant operator, registering the “Shangri-La” mark and “S” logo in the Philippines in 1983 for its restaurant business. DGCI claimed prior use from October 1982, shortly before filing their registration application.
On the other side stood Shangri-La International Hotel Management, Ltd. (SLIHM) and its related companies, part of the Kuok Group. The Kuok Group had been using the “Shangri-La” name for its hotels globally since 1962 and the stylized “S” logo since 1975. While Shangri-La hotels were internationally renowned, they only started operating in the Philippines in 1987 with the establishment of Edsa Shangri-La and Makati Shangri-La hotels.
Here’s a timeline of key events:
- 1962: Kuok Group adopts “Shangri-La” name globally.
- 1975: Shangri-La hotels launch the stylized “S” logo internationally.
- October 18, 1982: DGCI files trademark application in the Philippines for “Shangri-La” and “S” logo.
- May 31, 1983: DGCI is granted Philippine Trademark Registration No. 31904.
- 1987: Shangri-La hotels begin operating in the Philippines.
- June 21, 1988: Shangri-La files for cancellation of DGCI’s trademark registration.
- 1991: DGCI sues Shangri-La for trademark infringement.
The Regional Trial Court (RTC) initially ruled in favor of DGCI, upholding their registration and declaring Shangri-La’s use as infringement. The Court of Appeals (CA) affirmed this decision with minor modifications, reasoning that Shangri-La’s prior use was primarily abroad and not sufficiently “in commerce in the Philippines” as required by RA 166. The CA stated:
“Albeit the Kuok Group used the mark and logo since 1962, the evidence presented shows that the bulk use of the tradename was abroad and not in the Philippines (until 1987). Since the Kuok Group does not have proof of actual use in commerce in the Philippines (in accordance with Section 2 of R.A. No. 166), it cannot claim ownership of the mark and logo…”
However, the Supreme Court reversed the lower courts’ decisions. The Supreme Court emphasized the primacy of actual prior use and found DGCI’s registration to be invalid due to lack of genuine prior use and bad faith. The Court highlighted the testimony of DGCI’s president, Ramon Syhunliong, who admitted that the “S” logo design was only created in December 1982, after DGCI had already filed for trademark registration in October 1982. The Court stated:
“And because at the time (October 18, 1982) the respondent filed its application for trademark registration of the “Shangri-La” mark and “S” logo, respondent was not using these in the Philippines commercially, the registration is void.”
Furthermore, the Supreme Court concluded that DGCI acted in bad faith by copying Shangri-La’s well-known mark. The Court noted the CA’s own observation that DGCI’s president had visited a Shangri-La hotel abroad, implying he likely copied the mark from there. The Court reasoned:
“It is truly difficult to understand why, of the millions of terms and combination of letters and designs available, the respondent had to choose exactly the same mark and logo as that of the petitioners, if there was no intent to take advantage of the goodwill of petitioners’ mark and logo.”
Ultimately, the Supreme Court ruled in favor of Shangri-La, dismissing DGCI’s infringement complaint and effectively recognizing Shangri-La’s rightful ownership of the trademark in the Philippines based on prior global use and the principle of “first to use, first in right.”
PRACTICAL IMPLICATIONS: Protecting Your Brand in the Philippines
The Shangri-La vs. DGCI case provides critical lessons for businesses operating in or expanding to the Philippines, particularly regarding trademark protection under the old trademark law (RA 166) and even the current Intellectual Property Code (RA 8293), which still respects the principle of prior use.
- Prior Use is Paramount: While registration is important, this case unequivocally states that actual prior commercial use establishes trademark ownership in the Philippines. Businesses should prioritize establishing and documenting their trademark use in the Philippine market, even before formal registration.
- Beware of Bad Faith Registration: Attempting to register a well-known mark that you have copied, without genuine prior use, is a risky strategy. Such registrations are vulnerable to cancellation and will not hold up in infringement suits against the rightful owner.
- International Reputation Matters: Although RA 166 emphasized “use in commerce in the Philippines,” the Supreme Court considered Shangri-La’s global reputation and prior international use as factors supporting their claim, particularly in demonstrating DGCI’s bad faith.
- Document Everything: Maintain meticulous records of your trademark use, including dates of first use, advertising materials, sales invoices, and any evidence demonstrating your brand presence in the Philippine market. This documentation is crucial in case of any trademark disputes.
Key Lessons
- Establish Use First: Before rushing to register a trademark in the Philippines, ensure you have genuinely used it in commerce within the country.
- Conduct Due Diligence: Before adopting a trademark, conduct thorough searches to ensure it is not already in use or registered by someone else, especially for well-known marks.
- Act Promptly Against Infringers: If you discover someone infringing on your trademark rights in the Philippines, take swift legal action to protect your brand and prevent further damage.
FREQUENTLY ASKED QUESTIONS (FAQs)
Q: Does registering a trademark automatically mean I own it in the Philippines?
A: Not necessarily. While registration provides prima facie evidence of ownership, Philippine law prioritizes actual prior use. If someone else used the mark in commerce before you, they may have superior rights, even if you registered first.
Q: What constitutes “use in commerce” in the Philippines?
A: “Use in commerce” generally means using the trademark in connection with the sale of goods or services within the Philippines in a manner that is visible and accessible to the public. This can include sales, advertising, and marketing activities.
Q: What is “bad faith” in trademark registration?
A: Bad faith registration occurs when someone registers a trademark they know belongs to another party, often with the intention of profiting from the other party’s goodwill or preventing them from entering the market. Copying a well-known mark is a strong indicator of bad faith.
Q: Is international use of a trademark relevant in the Philippines?
A: Yes, especially when considering bad faith. While RA 166 emphasized local use for registration, international reputation and prior global use can be considered to demonstrate that a local registration was obtained in bad faith by someone who copied a well-known international mark.
Q: What should I do if I believe someone has infringed on my trademark in the Philippines?
A: Consult with a Philippine intellectual property lawyer immediately. They can assess your case, advise you on the best course of action, which may include sending a cease and desist letter, filing for trademark cancellation, and pursuing an infringement lawsuit.
Q: How does the current Intellectual Property Code (RA 8293) differ from RA 166 regarding prior use?
A: While RA 8293 has some differences, the principle of prior use remains important. The current law also provides stronger protection for internationally well-known marks. However, establishing prior use is still a critical factor in resolving trademark disputes.
Q: If my trademark is registered internationally, is it automatically protected in the Philippines?
A: No, international registration does not automatically extend protection to the Philippines. You generally need to register your trademark separately in the Philippines to obtain full legal protection under Philippine law. However, international registration and reputation can strengthen your claim, especially against bad faith registrations.
Q: What kind of evidence is needed to prove prior use of a trademark?
A: Evidence can include sales records, invoices, advertising materials (brochures, website content, social media posts), packaging, and any documents that demonstrate your consistent and continuous use of the trademark in commerce in the Philippines.
Q: Can a corporate name also be considered a trademark?
A: Yes, under Philippine law, a corporate name or business name can also function as a trade name, trademark, or service mark if it is used to identify and distinguish goods or services in commerce.
ASG Law specializes in Intellectual Property Law, including Trademark Registration and Infringement. Contact us or email hello@asglawpartners.com to schedule a consultation.