In Taiwan Kolin Corporation, Ltd. v. Kolin Electronics Co., Inc., the Supreme Court ruled that Taiwan Kolin could register its “KOLIN” trademark for television and DVD players, despite Kolin Electronics already having a similar mark for voltage regulators and power supplies. The Court emphasized that even if products fall under the same general classification, the critical question is whether they are actually related in a way that would confuse consumers. This decision clarifies that mere similarity in product classification is not enough to deny trademark registration, offering guidance for businesses in related industries.

Can Two Electronics Companies Coexist with Similar Trademarks?

The heart of the matter lies in a trademark dispute between Taiwan Kolin Corporation, Ltd. (Taiwan Kolin) and Kolin Electronics Co., Inc. (Kolin Electronics). Taiwan Kolin sought to register the “KOLIN” trademark for its television sets and DVD players. Kolin Electronics opposed this, arguing that the mark was confusingly similar to its own registered “KOLIN” mark, which it used for automatic voltage regulators, converters, and other power supply products. This legal battle reached the Supreme Court, forcing it to address a crucial question: Can two companies in the electronics sector use similar trademarks for their respective products, or would this inevitably lead to consumer confusion?

The Intellectual Property Office (IPO) initially sided with Kolin Electronics, denying Taiwan Kolin’s application based on Section 123(d) of the Intellectual Property Code (IP Code), which prohibits the registration of a mark identical to a registered mark for the same or closely related goods. However, the IPO Director General reversed this decision, reasoning that product classification alone should not be the decisive factor and that the focus should be on the actual similarity of the products. The Court of Appeals (CA) then sided with Kolin Electronics, stating that the intertwined use of television sets with amplifiers and voltage regulators suggested that televisions were within Kolin Electronics’ natural expansion.

The Supreme Court disagreed with the CA’s assessment. The Court cited several precedents, including Acoje Mining Co., Inc. vs. Director of Patents, where the Court allowed Acoje Mining to register the trademark LOTUS for its soy sauce, despite Philippine Refining Company’s prior registration of the same mark for edible oil. The Court emphasized that uniformity in categorization does not automatically preclude the registration of an identical mark and that the focus should be on the similarity of the products involved, not just their classification.

“Verily, whether or not the products covered by the trademark sought to be registered by Taiwan Kolin, on the one hand, and those covered by the prior issued certificate of registration in favor of Kolin Electronics, on the other, fall under the same categories in the NCL is not the sole and decisive factor…emphasis should be on the similarity of the products involved and not on the arbitrary classification or general description of their properties or characteristics.”

The Court outlined several factors to consider when determining if products are related, drawing from the doctrine in Mighty Corporation v. E. & J Gallo Winery. These include the nature and cost of the articles, the descriptive properties and physical attributes, the purpose of the goods, and the channels of trade through which the goods flow. Applying these factors, the Court found that Taiwan Kolin’s television sets and DVD players were not closely related to Kolin Electronics’ power supply and audio equipment.

Moreover, the Court noted that the products belonged to different sub-categories within Class 9 of the Nice Classification: audiovisual equipment for Taiwan Kolin and devices for controlling the distribution and use of electricity for Kolin Electronics. In trademark disputes, the likelihood of consumer confusion is a central issue. The Court recognized that products involved in the case were various kinds of electronic products which are considered relatively luxury items not easily affordable.

“Among these, what essentially determines the attitudes of the purchaser, specifically his inclination to be cautious, is the cost of the goods. To be sure, a person who buys a box of candies will not exercise as much care as one who buys an expensive watch. As a general rule, an ordinary buyer does not exercise as much prudence in buying an article for which he pays a few centavos as he does in purchasing a more valuable thing.”

The Court observed that while both marks used the word “KOLIN” in uppercase and bold font, there were distinct visual and aural differences. Kolin Electronics’ mark was italicized and colored black, while Taiwan Kolin’s mark was white on a pantone red background. Furthermore, the Court emphasized that the products involved were not inexpensive household items but relatively pricey electronics, leading consumers to be more cautious and discriminating in their purchases.

This case is similar to Emerald Garment Manufacturing Corporation v. Court of Appeals, where the Court found no confusing similarity between “Stylistic Mr. Lee” and “LEE” for jeans, considering that the products were relatively expensive and purchased by informed buyers. Applying this principle, the Supreme Court concluded that the differences between the two “KOLIN” marks were sufficient to prevent consumer confusion. Also, the ordinary purchaser must be thought of as having, and credited with, at least a modicum of intelligence to be able to see the differences between the two trademarks in question.

FAQs

What was the key issue in this case?	The central issue was whether Taiwan Kolin could register its “KOLIN” trademark for televisions and DVD players, given that Kolin Electronics already had a similar trademark for power supply products.
What is the significance of Class 9 of the Nice Classification?	Class 9 includes a broad range of electronic products. The Court clarified that belonging to the same class is not enough to establish relatedness between goods for trademark purposes.
What factors determine if products are “related” for trademark purposes?	The Court considers factors like the nature, cost, and purpose of the goods, as well as the channels of trade through which they are sold.
What is the “ordinary intelligent buyer” standard?	This standard assumes that buyers of relatively expensive goods are more discerning and less likely to be confused by similar trademarks.
How did the Court distinguish this case from other trademark cases?	The Court distinguished this case from cases involving inexpensive household items, where consumers are less likely to exercise caution.
What was the visual difference between the two “KOLIN” trademarks?	Kolin Electronics’ mark was italicized and black, while Taiwan Kolin’s mark was white on a red background, which contributed to differentiating the brands.
What was the final ruling of the Supreme Court?	The Supreme Court ruled in favor of Taiwan Kolin, allowing them to register their “KOLIN” trademark for television sets and DVD players.
Why did the Court reverse the Court of Appeals’ decision?	The Court found that the Court of Appeals had misapplied the facts by assuming that all electronic products are closely related, overlooking critical differences in the nature and marketing of the products.

The Supreme Court’s decision in Taiwan Kolin v. Kolin Electronics provides valuable guidance for businesses navigating trademark registration in related industries. By emphasizing the importance of actual product similarity and consumer perception, the Court has clarified the boundaries of trademark protection. This ruling underscores the need for a nuanced approach to trademark disputes, one that considers the specific characteristics of the goods and the likely behavior of consumers.

For inquiries regarding the application of this ruling to specific circumstances, please contact ASG Law through contact or via email at frontdesk@asglawpartners.com.

Disclaimer: This analysis is provided for informational purposes only and does not constitute legal advice. For specific legal guidance tailored to your situation, please consult with a qualified attorney.
Source: Taiwan Kolin Corporation, Ltd. v. Kolin Electronics Co., Inc., G.R. No. 209843, March 25, 2015