Trademarks, Unfair Competition and Trade Secrets

Ateneo Law School, 1st Semester 2015

Prof. Antonio Ray Ortiguera

TRADEMARKS
I.

Concept and History of Trademarks and Trademark Protection

A. What is a Trademark?
Intellectual Property Code or R.A. 8293 (IP Code), Section 121.1
A.1. Distilleria Washington v. CA, G.R. No. 120961, October 17, 1996 and October 2, 1997
A.2. Hanover Star Milling Co. v. Metcalf, 240 U.S. 403 (1916)
A.3. Champion Spark Plug Co. v. Sanders, 331 U.S. 125 (1947)
B. History, Evolution and Purpose of Trademarks and Trademark Law
B.1. The Historical Development of Trademarks by Sidney A. Diamond
B.2. The Rational Basis of Trademark Protection by Frank I. Schechter
B.3. Trademark Law: An Economic Perspective, The Economic Structure of Intellectual
Property, Landes and Poser
B.4. Mirpuri v. Court of Appeals, G.R. No. 114508, November 19, 1999
C.
Differences with other IP Rights
Unfair Competition
Sections 155, 168 and 169, IP Code
C.1. E. Spinner v. Neuss Hesslein, G.R. No. 31380, January 13, 1930
C.2. Del Monte Corp. v. CA, G.R. No. 78325, January 25, 1990
C.3. Co v. Keng Huan, G.R. No. 212701, September 10, 2014
Patent, Copyright and Trade Name
C.3. The Making of Modern Intellectual Property Law by Sherman & Bently
C.4. Kho v. Court of Appeals, G.R. No. 115758, March 19, 2002
C.5. Trademark Cases, 100 U.S. 82 (1879)
C.6. Section 121.2, IP Code
Collective Mark
C.7. Sections 121.3, 167, IP Code
D.
Sources of Trademark Protection
Section 13, Article XIV, Philippine Constitution
Paris Convention on Trademarks
Article 15 21, World Trade Organizations Agreement on Trade-Related Aspects of Intellectual
Property Rights (TRIPS Agreement)
International Law (Madrid Protocol)
IP Code and Rules and Regulation on Trademarks, Service Marks, Trade Names
and Marked or Stamped Containers (Trademark Regulations)

II.

Types of Trademarks
A.

Classification by Distinctiveness (Spectrum of Distinctiveness)

(Generic, Descriptive, Suggestive, Arbitrary and Fanciful)
A.1. Abercrombie & Fitch Co. v. Hunting World, Inc., 537 F.2d 4 (2d Cir. 1976)
A.2. Filipino Yellow Pages, Inc. v. Asian Journal Publications, Inc., 198 F.3d. 1143 (1999)
B.
Secondary Meaning
Sections 123.1(j) and 123.2, IP Code
B.1. International Kennel Club of Chicago v. Mighty Star, 846 F.2d. 1079 (1988)
B.2. Philippine Nut Industry v. Standard Brands, G.R. No. L-23035, July 31, 1975
B.3. Zantarains Inc. v. Old Grove Smokehouse, Inc., 698 F.2d 786 (1983)
C. Trade Dress
Sections 123.1(k) and 121.1, IP Code
C.1. Two Pesos, Inc v. Taco Cabana, Inc., 505 U.S. 763 (1992)
C.2. Wal-Mart Stores v. Samara Brothers, 529 U.S. 205 (2000)
III.

Acquisition of Ownership and Rights

Sections 9, 122, 124.2, 124.4, 138, 145, 146, 147, 158 and 165, IP Code
IPO Office Order No. 187 Series of 2010
Article 8, Paris Convention
A.
Ownership and Use of Trademark and Trade Name
A.1. Shangri-La International v. Developers Group, G.R. 159938, March 31, 2006
A.2. E.Y. Industrial Sales v. Shen Dar Electricity, G.R. No. 184850, October 20, 2010
A.3. Kabushi Kaisha Isetan, v. IAC, G.R. No. 75420, November 15, 1991
A.4. Canon Kabushiki Kaisha vs. Court of Appeals, G.R. No. 120900, July 20, 2000
A.5. Fredco Manufacturing v. Harvard University, G.R. No. 185917, June 1, 2011
A.6. Birkenstock v. Philippine Shoe Expo, G.R. No. 194307, November 20, 2013
A.7. Ecole De Cuisine Manille v. Le Cordon Bleu Int'l., G.R. No. 185830, June 5, 2013
B.
Registration and Rights Conferred
B.1. Berris Agricultural Co., v. Abyadang, G.R. No. 183404, October 13, 2010
B.2. Coffee Partners, Inc. v. San Francisco Coffee, G.R. No. 169504, March 3, 2010
IV.

Well-known Marks

Sections 123 (e) and (f), 147.2, IP Code

Section 2 Rule 18 A.M. No. 10-3-10-SC
Rules 100 (c) and 102, Trademark Regulations
1. Sehwani, Inc. v. In-N-Out Burger, Inc., G.R. No. 171053, October 15, 2007
2. Fredco Manufacturing v. Harvard University, G.R. No. 185917, June 1, 2011

V.

Bars to Registration

Section 123, IP Code and Section 4, R.A. 166

A.
Generic and Merely Descriptive Marks
A.1. Kellogg v. National Biscuit, 305 U.S. 111 (1938)
B.
Immoral or Scandalous; Public Order or Morality
B.1. In Re Bad Frog Brewery, Inc. 1999 WL 149819
B.2. In Re Fox, 702 F.3d 633 (2012)
B.3. In Re Old Glory Condom Corp., 26 U.S.P.Q.2d 1216 (T.T.A.B. 1993)
C.
Disparaging
C.1. Pro-Football, Inc. v. Harjo, 284 F.Supp.2d 96 (2003)
C.2. In Re Lebanese Arak Corp., 94 U.S.P.Q.2d 1215 (2010)
D.
Deceptive and Deceptively Misdescriptive,
D.1. Gold Seal Company v. Weeks, 129 F. Supp. 928 (1955)
D.2. In Re Budge Manufacturing Co., Inc., 857 F.2d 773 (1988)
E.
Primarily Geographically Descriptive or Deceptively Misdescriptive Marks
E.1. In Re Joint-Stock Company BAIK, 80 U.S.P.Q.2d 1305 (2006)
E.2. In Re Miracle Tuesday LLC, 695 F.3d 1339 (2012)
E.3. Shang Properties v. St. Francis Devt Corp., G.R. No. 190706, July 21, 2014
F.
Falsely Suggests a Connection
E.1. Fredco Manufacturing v. Harvard University, G.R. No. 185917, June 1, 2011
E.2. Hornby v. TJX Companies, Inc., 87 U.S.P.Q.2d 1411 (2008)
G.
Flag and Names
R.A. 8491, Flag Law
G.1. Peaceable Planet, Inc. v. Ty, Inc., 362 F.3d 986 (2004)
H.

Prior Use and Registration (to be discussed with Confusion)

I.
Color
I.1. Qualitex Co. v. Jacobson Prods. Co., 514 U.S. 159 (1995)
J.

Functionality

J.1. Dallas Cowboys Cheerleaders Inc v. Pussycat Cinema Ltd, 604 F. 2d 200 (1979)
J.2. TrafFix Devices, Inc. v. Marketing Displays, Inc., 532 U.S. 23 (2001)
J.3. In Re Morton-Norwich Products, Inc., 671 F.2d 1332 (1982)

J.4. In Re Babies Beat Inc., 13 U.S.P.Q.2d 1729 (1990)

J.5. In Re Weber-Stephen Products Co., 3 U.S.P.Q.2d 1659 (1987)
VI.

Loss of Rights

A.
Genericism
A.1. Bayer Co. v. United Drug Co., 272 F. 505 (1921)
A.2. America Online, Inc. v AT&T Corp., 243 F.3d 812 (2001)
A.3. Harley Davidson v. Grottanelli, 164 F.3d 806 (1999)
B.
Abandonment
Sections 145, 146, 149, 150, 151 (c) and 152 IP Code
Actual (Non-Use)
B.1. Mattel v. Francisco, G.R. No. 166886, July 30, 2008
B.2. Andres Romero vs. Maiden Form Brassiere Co., Inc., L-18289, March 31, 1964
Constructive (Assignment in Gross, Naked Licensing, Failure to Police, Laches, Estoppel,
Acquiesce and Unclean Hands)
B.3. Pepsico, Inc. v. Grapette Co., 416 F.2d 285 (1969)
B.4. Yocum v. Covington, 216 U.S.P.Q. 210 (1982)
B.5. Pagasa v. Court of Appeals, G.R. No. L-54158, August 31, 1984 and November 19, 1982
B.6. Sehwani, Inc. v. In-N-Out Burger, Inc., G.R. No. 171053, October 15, 2007
B.7. Birkenstock, v. Philippine Shoe Expo Marketing Corporation, G.R. No. 194307, November
20, 2013.
VII.

Jurisdiction, Infringement and Remedies

Sections 10, 151.2, 155, 156, 157, 158, 160, 170, 161, 163 and 165.2, IP Code
A.M. No. 03-03-03-SC 2003-06-17
A.M. No. 10-3-10-SC Rule 1 and 2
1. Philip Morris, Inc., vs. Court of Appeals, G.R. No. 91332, July 16, 1993
2. Tan v. Bausch & Lomb, G.R. No. 148420, December 15, 2005
3. Levi Strauss, v. Vogue Traders, G.R. No. 132993, June 29, 2005
4. Coffee Partners, Inc. v. San Francisco Coffee, G.R. No. 169504, March 3, 2010
VIII.

Confusion

A.
Types and Tests of Confusion
Sections 123(d)(e)(f), 147, 155, IP Code
A.1. Ethepa v. Director of Patents, G.R. No. L-20635, March 31, 1966
A.2. Co Tiong Sa v. Director of Patents, G.R. No. L-5378, May 24, 1954
A.3. Emerald Garment Manufacturing v. Court of Appeals, G.R. No. 100098, 29 December 1995
A.4. Societe des Produits Nestle v. Court of Appeals, G.R. No. 112012, April 4, 2001
A.5. Societe des Produits Nestle v. Dy, Jr., G.R. No. 172276, August 9, 2010
A.6. Skechers, U.S.A. v. Inter Pacific Industrial, G.R. No. 164321. March 28, 2011
A.7. Great White Shark, Inc, v. Caralde, Jr., G.R. No. 192294, November 21, 2012

A.8. Dermaline, Inc. v. Myra Pharmaceuticals, Inc., G.R. No. 190065, August 16, 2010
A.9. Diaz v. People of the Philippines and Levi Strauss, G.R. No. 180677, February 18, 2013
A.10. Taiwan Kolin Corp. v. Kolin Electronics Co., G.R. No. 209843, March 25, 2015
B.
Factors to Determine Likelihood of Confusion
A.M. No. 10-3-10-SC Rule 18
Rule 416, Trademark Regulations
B.1. Polaroid Corp. v. Polarad Electronics Corp., 287 F. 2d 492 (1961)
B.2. Quality Inns International v. McDonalds Corp., 695 F.Supp. 198 (D.Md. 1988)
B.3. E&J Gallo Winery v. Consorzio del Gallo Nero, 782 F. Supp. 457 (1991)
C.
Trade Dress Confusion
C.1. Asia Brewery, Inc. vs. Court of Appeals and San Miguel, G.R. No. 103543, July 5, 1993
D.
Secondary Confusion/Post Sale Confusion
D.1. Mastercrafters v. Vacheron&Constantin-Le Coultre, 221 F.2d 464, 350 U.S. 832 (1995)
E.
Reverse Confusion
E.1. Dreamwerks Production Group, Inc. v. SKG Studio, 142 F.3d 1127 (1998)
IX.

Other Defenses

Sections 148, 159, IP Code

A.
Fair Use
A.1. Sunmark, Inc. v. Ocean Spray Cranberries, 64 F.3d 1055, 1058 (7th Cir. 1995)
A.2. United States Shoe Corp. v. Brown Group Inc., 740 F.Supp. 196
A.3.Car-Freshner Corp. v. S.C. Johnson & Son Inc., 70 F.3d 267 (1995)
A.4. New Kids on the Block v. News America Publishing, 971 F.2d 302 (9th Cir. 1992)
B.
Parody
B.1. Mattel v. MCA, 296 F.3d 894 (2002)
B.2. Elvis Presley v. Capece, 141 F.3d 188 (1998)
B.3. Louis Vuitton v. Haute Diggity Dog, 507 F.3d 252 (4th Cir. 2007)
C.
Comparative Advertising
Section 2, Article IV, Standards of Advertising of the Advertising Standards Council
C1. Smith v. Chanel, Inc., 402 F.2d 562 (1968)
D.
Promotional Goods
D.1. Boston Athletic v. Sullivan, 867 F.2d 22 (1989)
X.

Cancellation

Section 151, IP Code

XI. Dilution

Levi Strauss v. Clinton Apparelle, G.R. No. 138900, September 20, 2005
XI.

Trademark Protection in the Internet

A.
Internet Domain Names
Republic Act (R.A.) 10175, the Cybercrime Prevention Act of 2012
A.1. ICANN and the Problem of Legitimacy, Jonathan Weinberg, 50 Duke L.J. 187 (2000)
A.2. https://www.icann.org/resources/pages/registries/registries-en
A.3. The DNS Wars, Jessica Litman, 4 J. Small & Emerging Bus. L. 149 (2000)
A.4. https://www.icann.org/resources/pages/policy-2012-02-25-en
UNFAIR COMPETITION
I.

Concept of Unfair Competition

A.
Basis and Theory of Unfair Acts
Chapter 1 (Part I. Introduction), Unfair Competition, McCarthy
Breakfast with Batman, Jessica Litman
Article 10bis Paris Convention
B.
Copyright, Patent & Trademark compared with Unfair Competition
B.1. International News Service v. Associated Press, 248 US 215 (1918)
B.2. Sears, Roebuck & Co. v. Stifel Co., 376 US 225 (1964)
B.3. Review La Insular Cigar v. B.E. Jao Oge, G.R. No. 16588 (1921)
B.4. Review E. Spinner & Co. v. Neuss Hesslein Corp., 54 Phil. 224 (1930)
B.5. Review Del Monte v. Court of Appeals, G.R. No. 78325 (1990)
II.

Philippine Case Law on Unfair Competition

Section 168, IP Code

1. Alhambra Cigar v. Mojica, 27 Phil. 266 (1914)
2. M.A. Clarke vs. Manila Candy Co., 36 Phil. 100 (1917)
3. Dy Buncio v. Tan Tiao Bok, 42 Phil. 190 (1921)
4. Ang Si Heng v. Wellington Dept. Store, 92 Phil. 448 (1953)
5. Shell Company v. Insular Petroleum, G.R. No. L-19441 (1964)
6. Republic Gas v. Petron Corporation, G.R. No. 194062, June 17, 2013
7. McDonalds Corp. v. L.C. Big Mak, 480 Phil. 402 (2004)
8. Coca-Cola Bottlers v. Gomez, G.R. No. 154491 (2008)
9. Superior Commercial Enterprises v. Kunnan, G.R. No. 169974 (2010)
10. Shang Properties v. St. Francis Devt Corp., G.R. No. 190706, July 21, 2014
III.

Other Types of Unfair Competition

A.

Section 169 (a), IP Code

Passing-Off
A.1. Federal-Mogul-Bower Bearings, Inc. v. Azoff, 313 F.2d 405 (1963)
A.2. LAiglon Apparel, Inc. v. Lana Lobell, Inc., 214 F.2d 649 (1954)
A.3. Dastar Corp. v. Twentieth Century Fox Film Corp., 539 U.S. 23 (2003)
False Endorsement and Right of Publicity
A.4. Sections 46-49, U.S. Restatement of the Law (Third), Unfair Competition
A.5. Allen v. National Video, Inc., 610 F. Supp. 612 (SDNY 1985)
A.6. Midler v. Ford Motors, 849 F.2d 460 (1988)
A.7. White v. Samsung Electronics, 971 F.2d 1395 (1992)
A.8. Wendt v. Host International, Inc., 125 F.3d 806 (1997) and 197 F.3d 1284 (1999)
A.9. Rogers v. Grimaldi, 875 F.2d 994 (1989)
A.10. Cardtoons, L.C. v. Major League Baseball Players Association, 95 F.3d 959 (1996)
B.
Section 169 (b), IP Code
Article 110-115 Consumer Act of the Philippines
Articles II, IV and V, Standards of Advertising of the Advertising Standards Council
False and Misleading Advertising
B.1. Coca-Cola v. Tropicana, 690 F.2d 312 (1982)
B.2 Pernod Ricard v. Bacardi, US Court of Appeals 3rd Circuit No. 10-2354 (2011)
Commercial Disparagement
B.3. S.C. Johnson & Son, Inc. v. Clorox Co., 241 F.3d 232 (2d Cir. 2001)
B.4. P&G v. Haugen, 222 F.3d 1262 (2000)
Puffery
B.5. Verizon Directories Corp. v. Yellow Book USA, 309 F. Supp. 2d 401 (E.D.N.Y. 2004)
Rights of Attribution
B.6. Gilliam v. American Broadcasting Co., Inc. 538 F.2d 14 (1976)
IV.

Unfair Competition in other Laws

Article 28, Civil Code

Article 186, Revised Penal Code
Title III, Republic Act No. 7394 Consumer Act of the Philippines
Republic Act. 7581 Price Act
V.

Parallel Importation

Section 166, IP Code

Yu v. Court of Appeals, G.R. No. 86683, January 21, 1993
Solid Triangle Sale Corp. v. Sheriff of RTC QC, G.R. No. 144309 (2001)
Societe Des Produits Nestle, S.A., v. Casa Helvetia, Inc., 982 F.2d 633 (1992)
Lever Bros. Co. v. U.S., 877 F.2d 101 (1989)
Roma Drug v. RTC Pampanga, G.R. No. 149907, April 16, 2009

TRADE SECRET PROTECTION

I.

Nature of Trade Secret Protection

Section 4.1, IP Code

Article 39 (2) TRIPS Agreement
Rule 1 (o) IPO Rules and Regulations on Voluntary Licensing
II.

Theories Behind Trade Secret Protection

E.I. DuPont De Nemours Powder Co. v. Masland, 244 U.S. 100 (1917)
Van Products Co. v. Gen. Welding & Fabricating, 419 Pa. 248, (1965)
Compared with other IP Regimes
Kewanee Oil Co. v. Bicron Corp., 416 U. S. 470 (1974)
Computer Associates International v. Altai, 982 F.2d 693 (1992)
III.

Definition of Trade Secret

A.
Philippine Case Law
A.1. William Ollendorf v. Ira Abrahamson, G.R. No. 13228 (1918)
A.2. Air Philippines v. Pennswell, Inc., G.R. 172835 (2007)
B.
Sources of Trade Secret Law in the U.S.
Section 757 and Comment b, 1939 Restatement (First) of Torts
U.S. Uniform Trade Secrets Act
Sections 38-45, Restatement of the Law (Third), Unfair Competition
C.
Subject Matter of Protection
C.1. Cocoland v. NLRC, G.R. No. 98458 (1996)
C.2. Capital Asset Research v. Finnegan, 160 F.3d 683 (1998)
C.3. AMP, Inc. v. Fleischhacker, 823 F.2d 1199 (1987)
C.4. Dynamics Research Corporation v. Analytic Sciences Corp., 9 Mass. App. Ct. 254 1980)
D.
Value
D.1. Religious Technology Center v. Wollersheim, 796 F.2d 1076 (1986)
E.
Secrecy
E.1. Rivendell Forest Prods. v. Georgia-Pacific Corp., 28 F.3d 1042 (10th Cir. 1994)
E.2. Rohm and Haas Cp., v. Adco Chemical Co., 689 F.2d 424 (1982)
E.3. Barnett v, Shidler, 338 F.3d 1125 (2003)
F.
Reasonable Efforts to Maintain Secrecy
F.1. Rockwell Graphic Systems, Inc. v. DEV Industries, 925 F.2d 174 (1991)
F.2. Metallurgical Industries v. Fourtek 790 F.2d 1195(1986)

F.3. Ivan Paramanandam, et al. v. Victoria Herrmann, et al. 827 N.E. 2d 1173 (2005)
F.4. E.I. DuPont deNemours & Co. v. Christopher, 431 F.2d 1012 (1971)
G.
Defenses
Reverse Engineering
G.1. Chicago Lock Co., v. Fanberg, 676 F.2d 400 (1982)
IV.

Enforcement by Contract

1. Duncan Association of Detailman-PTGWO v. Glaxo Wellcome Phils., 481 Phil. 687 (2004)
2. Avon Cosmetics Incorporated, et. Al v. Leticia H. Luna, G.R. No. 153674, December 20, 2006
Section 87 and 88, IP Code