In a trademark dispute, the Supreme Court ruled that IFP Manufacturing Corporation’s ‘OK Hotdog Inasal Cheese Hotdog Flavor Mark’ could not be registered because it was confusingly similar to Mang Inasal Philippines, Inc.’s registered ‘Mang Inasal, Home of Real Pinoy Style Barbeque and Device’ mark. The Court emphasized that the dominant use of ‘Inasal,’ styled in a similar manner, in IFP’s mark created a likelihood of confusion among consumers. This decision protects trademark owners from potential consumer confusion and unfair competition, reinforcing the importance of distinct branding in the marketplace.

‘Inasal’ Impersonation: Can Snack Foods Ride the Coattails of Restaurant Brands?

This case revolves around a trademark dispute between Mang Inasal Philippines, Inc., a well-known fast-food chain, and IFP Manufacturing Corporation, a snack food manufacturer. Mang Inasal opposed IFP’s application to register the trademark “OK Hotdog Inasal Cheese Hotdog Flavor Mark,” arguing that it was deceptively similar to their registered trademark “Mang Inasal, Home of Real Pinoy Style Barbeque and Device.” The core legal question is whether the similarities between the two marks, particularly the use of the word ‘Inasal,’ would likely cause consumer confusion, thus violating Section 123.1(d)(iii) of Republic Act No. 8293, also known as the Intellectual Property Code of the Philippines.

The Intellectual Property Code explicitly prohibits the registration of marks that could mislead or confuse the public. Section 123.1(d)(iii) of RA 8293 states that a mark cannot be registered if it:

1. x x x
2. x x x
3. …nearly resembles [a registered mark belonging to a different proprietor or a mark with an earlier filing or priority date] as to be likely to deceive or cause confusion.

The concept of confusion is pivotal, encompassing both confusion of goods and confusion of business. The Supreme Court cited the case of Skechers U.S.A., Inc. v. Trendworks International Corporation to distinguish these two types of confusion:

Relative to the question on confusion of marks and trade names, jurisprudence has noted two (2) types of confusion, viz.: (1) confusion of goods (product confusion), where the ordinarily prudent purchaser would be induced to purchase one product in the belief that he was purchasing the other; and (2) confusion of business (source or origin confusion), where, although the goods of the parties are different, the product, the mark of which registration is applied for by one party, is such as might reasonably be assumed to originate with the registrant of an earlier product, and the public would then be deceived either into that belief or into the belief that there is some connection between the two parties, though inexistent.

To determine whether a mark violates this provision, two conditions must be met: first, the prospective mark must nearly resemble or be similar to an earlier mark; and second, the prospective mark must pertain to goods or services that are identical, similar, or related to those represented by the earlier mark.

The Court emphasized that similarity does not require absolute identity. It is sufficient if the prospective mark is a colorable imitation of the earlier mark. Colorable imitation involves a likeness that would likely mislead an average buyer in the ordinary course of purchase.

To assess similarity, courts employ the dominancy test and the holistic test. In Mighty Corporation v. E. & J. Gallo Winery, the Supreme Court elucidated the distinction:

The Dominancy Test focuses on the similarity of the prevalent features of the competing trademarks which might cause confusion or deception, and thus infringement. If the competing trademark contains the main, essential or dominant features of another, and confusion or deception is likely to result, infringement takes place. Duplication or imitation is not necessary; nor is it necessary that the infringing label should suggest an effort to imitate. The question is whether the use of the marks involved is likely to cause confusion or mistake in the mind of the public or deceive purchasers.

On the other hand, the Holistic Test requires that the entirety of the marks in question be considered in resolving confusing similarity. Comparison of words is not the only determining factor. The trademarks in their entirety as they appear in their respective labels or hang tags must also be considered in relation to the goods to which they are attached. The discerning eye of the observer must focus not only on the predominant words but also on the other features appearing in both labels in order that he may draw his conclusion whether one is confusingly similar to the other.

The Court, in this case, favored the dominancy test, noting that the Mang Inasal mark’s dominant feature is the word ‘INASAL’ written in a bold red typeface against a black outline and yellow background with a staggered design. The Court noted that the dominant element “INASAL,” as stylized in the Mang Inasal mark, is also the most distinctive and recognizable feature of the said mark. The term “inasal” *per se* is descriptive and cannot be appropriated. The Court also stated that:

The dominant element “INASAL” in the OK Hotdog Inasal mark is exactly the same as the dominant element “NASAL” in the Mang Inasal mark. Both elements in both marks are printed using the exact same red colored font, against the exact same black outline and yellow background and is arranged in the exact same staggered format.

The Court found that the OK Hotdog Inasal mark copied and adopted the ‘INASAL’ element of the Mang Inasal mark, creating a potential for consumer confusion. While there were differences between the marks, the overall impression created by the similarity in the dominant element was deemed likely to deceive consumers into believing that the snack product was associated with the Mang Inasal brand.

The second condition for trademark infringement is whether the goods or services are related. The Court acknowledged that curl snack products and restaurant services are not identical or similar. However, they can still be related if they are logically connected, such that consumers might assume they originate from the same manufacturer or economically-linked manufacturers.

In determining relatedness, factors such as the business, product class, quality, purpose, and channels of trade are considered. The Court cited Mighty Corporation, emphasizing that the key is whether an appreciable number of ordinarily prudent purchasers would be misled or confused as to the source of the goods.

The wisdom of this approach is its recognition that each trademark infringement case presents its own unique set of facts. No single factor is preeminent, nor can the presence or absence of one determine, without analysis of the others, the outcome of an infringement suit. Rather, the court is required to sift the evidence relevant to each of the criteria. This requires that the entire panoply of elements constituting the relevant factual landscape be comprehensively examined. It is a weighing and balancing process. With reference to this ultimate question, and from a balancing of the determinations reached on all of the factors, a conclusion is reached whether the parties have a right to the relief sought.

A very important circumstance though is whether there exists a likelihood that an appreciable number of ordinarily prudent purchasers will be misled, or simply confused, as to the source of the goods in question. The “purchaser” is not the “completely unwary consumer” but is the “ordinarily intelligent buyer” considering the type of product involved he is accustomed to buy, and therefore to some extent familiar with, the goods in question. The test of fraudulent simulation is to be found in the likelihood of the deception of some persons in some measure acquainted with an established design and desirous of purchasing the commodity with which that design has been associated. The test is not found in the deception, or the possibility of deception, of the person who knows nothing about the design which has been counterfeited, and who must be indifferent between that and the other. The simulation, in order to be objectionable, must be such as appears likely to mislead the ordinary intelligent buyer who has a need to supply and is familiar with the article that he seeks to purchase.

The Court emphasized that the underlying goods and services both deal with ‘inasal’ and inasal-flavored products. Given the similarity between the marks, the Court was convinced that consumers might assume the curls were from Mang Inasal or that Mang Inasal supplied the flavorings. This could lead to a confusion of business, potentially harming Mang Inasal’s reputation. Thus, the Court concluded that the goods were related.

Ultimately, the Supreme Court granted Mang Inasal’s petition, reversing the decisions of the IPO-BLA, IPO-DG, and the Court of Appeals. The Court directed the Intellectual Property Office to deny IFP Manufacturing Corporation’s application for the registration of the ‘OK Hotdog Inasal Cheese Hotdog Flavor Mark,’ protecting Mang Inasal’s trademark and preventing potential consumer confusion.

FAQs

What was the key issue in this case?	The key issue was whether the trademark ‘OK Hotdog Inasal Cheese Hotdog Flavor Mark’ was confusingly similar to ‘Mang Inasal, Home of Real Pinoy Style Barbeque and Device’ mark, potentially violating the Intellectual Property Code.
What is the dominancy test?	The dominancy test focuses on the similarity of the prevalent features of the competing trademarks that might cause confusion or deception. If one trademark contains the main, essential, or dominant features of another, infringement takes place.
What is the holistic test?	The holistic test requires considering the entirety of the marks in question to resolve confusing similarity. It involves comparing words and other features appearing in both labels to determine if one is confusingly similar to the other.
What is ‘colorable imitation’?	Colorable imitation refers to a likeness in form, content, words, sound, meaning, special arrangement, or general appearance of one mark with respect to another, likely to mislead an average buyer.
What is ‘confusion of goods’?	Confusion of goods occurs when an ordinarily prudent purchaser is induced to buy one product believing they are purchasing another, due to the similarity of the trademarks.
What is ‘confusion of business’?	Confusion of business happens when, although the goods are different, the product with the applied-for mark might reasonably be assumed to originate from the registrant of an earlier product, deceiving the public.
Why did the Court favor Mang Inasal?	The Court favored Mang Inasal because the ‘OK Hotdog Inasal’ mark copied the dominant ‘INASAL’ element, creating a likelihood of consumer confusion, and the goods were related in dealing with ‘inasal’-flavored products.
What was the final ruling?	The Supreme Court ruled in favor of Mang Inasal, directing the Intellectual Property Office to deny IFP Manufacturing Corporation’s application for the registration of the ‘OK Hotdog Inasal Cheese Hotdog Flavor Mark.’

This case underscores the importance of trademark protection and the need for businesses to create distinct brands. The ruling emphasizes that even the use of a dominant element from an existing trademark can lead to infringement if it creates a likelihood of consumer confusion. This decision serves as a cautionary tale for businesses seeking to capitalize on the goodwill of established brands.

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: MANG INASAL PHILIPPINES, INC. VS. IFP MANUFACTURING CORPORATION, G.R. No. 221717, June 19, 2017