In the case of GSIS Family Bank v. BPI Family Bank, the Supreme Court affirmed the Securities and Exchange Commission’s (SEC) decision to prohibit GSIS Family Bank from using the word “Family” in its corporate name due to its confusing similarity with BPI Family Bank’s established brand. The Court emphasized the importance of prior registration and the potential for public confusion when similar names are used within the same industry. This ruling protects businesses that have invested in building brand recognition and prevents newer entities from capitalizing on that goodwill by adopting deceptively similar names, ensuring fair competition and protecting consumers from potential confusion.

Name Game: Can GSIS Family Bank Use a Name So Close to BPI’s?

The heart of this case revolves around a corporate naming dispute. BPI Family Bank, tracing its “Family Bank” lineage back to 1969, sought to prevent GSIS Family Bank from using the word “Family” in its name. BPI argued that GSIS Family Bank’s name was deceptively similar and could confuse customers, potentially harming BPI’s established brand and goodwill. GSIS Family Bank countered that “Family” was a generic term and that approvals from the Department of Trade and Industry (DTI) and Bangko Sentral ng Pilipinas (BSP) validated their use of the name. This legal battle tests the boundaries of corporate name protection and the role of the SEC in preventing unfair competition.

The Supreme Court, in resolving this dispute, turned to Section 18 of the Corporation Code, which states that “[n]o corporate name may be allowed by the Securities and Exchange Commission if the proposed name is identical or deceptively or confusingly similar to that of any existing corporation or to any other name already protected by law or is patently deceptive, confusing or contrary to existing laws.” This provision underscores the SEC’s role as the gatekeeper in corporate naming, tasked with preventing confusion and protecting established businesses. The Court, citing Philips Export B.V. v. Court of Appeals, laid out a two-part test to determine if a corporate name violates this provision. First, the complainant corporation must have acquired a prior right over the use of the corporate name. Second, the proposed name must be either identical or deceptively or confusingly similar to that of an existing corporation or any other name already protected by law, or patently deceptive, confusing, or contrary to existing law.

Applying this test, the Court found that BPI Family Bank had indeed established a prior right. BPI’s predecessor, Family Savings Bank, was incorporated in 1969, while GSIS Family Bank only adopted its name in 2002. This temporal precedence was crucial. Citing Industrial Refractories Corporation of the Philippines v. Court of Appeals, the Court reiterated the principle of “priority of adoption,” giving weight to the first entity to register and continuously use a corporate name. BPI’s decades-long use of the “Family Bank” name, therefore, gave them a significant advantage.

The Court then tackled the issue of confusing similarity. While the names were not identical, the presence of “Family Bank” in both raised concerns. GSIS Family Bank argued that the additions of “GSIS” and “Thrift” sufficiently distinguished their name. However, the Court disagreed, finding that these additions were not sufficiently distinctive to avoid confusion. The acronym “GSIS” simply identified the parent company, while “thrift” merely described the type of bank. As the Court said in Ang mga Kaanib sa Iglesia ng Dios Kay Kristo Hesus, H.S.K. sa Bansang Pilipinas, Inc. v. Iglesia ng Dios Kay Cristo Jesus, Haligi at Suhay ng Katotohanan, adding descriptive or related words may not suffice if the core name remains confusingly similar, especially when both entities operate in the same industry.

The risk of confusion was amplified by the fact that both banks operated in the same industry. As the Court noted, “[t]he likelihood of confusion is accentuated in cases where the goods or business of one corporation are the same or substantially the same to that of another corporation.” The Court highlighted that the SEC found a real possibility that the public might assume a relationship between BPI and GSIS due to the shared use of “Family Bank.” These factual findings of the SEC, a specialized quasi-judicial agency, are generally given deference by the courts, particularly when upheld by the appellate court.

GSIS Family Bank also argued that the word “family” was generic and could not be exclusively appropriated by BPI. The Court rejected this argument, clarifying that “family” was not used in a generic sense in BPI’s corporate name. Generic terms describe a class of goods, like “lite” for beer, while descriptive terms convey characteristics. Here, “family,” when combined with “bank,” creates a suggestive or arbitrary mark, implying a bank suitable for family savings rather than a generic descriptor of banking services. Citing Ang v. Teodoro, the Court recognized that coined or fanciful phrases, like “Ang Tibay,” can be protected as trademarks even if their component words have common meanings.

The Court also dismissed GSIS Family Bank’s reliance on the DTI and BSP approvals. While these approvals might be relevant to other aspects of their business, the SEC has the primary authority to regulate corporate names. The Court emphasized that “the SEC has absolute jurisdiction, supervision and control over all corporations.” The BSP’s opinion acknowledged the SEC’s jurisdiction over name disputes.

Finally, the Court addressed the forum shopping issue. GSIS Family Bank argued that BPI had improperly filed multiple complaints without proper certifications. However, the Court found that GSIS Family Bank had raised this issue too late in the proceedings. Citing S.C. Megaworld Construction and Development Corporation vs. Parada, the Court held that objections to procedural deficiencies must be raised promptly in the lower tribunals, not for the first time on appeal.

FAQs

What was the key issue in this case?	The key issue was whether GSIS Family Bank’s use of the word “Family” in its corporate name was deceptively or confusingly similar to BPI Family Bank’s name, thus violating the Corporation Code.
What is the Corporation Code’s stance on corporate names?	The Corporation Code prohibits the use of corporate names that are identical or deceptively similar to existing corporations’ names to prevent public confusion and unfair competition.
What is the significance of prior registration in corporate name disputes?	Prior registration and continuous use of a corporate name establish a prior right, giving the earlier registrant a stronger claim against similar names used by later entities.
How does the SEC determine if corporate names are confusingly similar?	The SEC assesses whether the similarity between corporate names is likely to mislead a person using ordinary care and discrimination, considering factors like the nature of the businesses involved.
What is a generic term, and can it be protected as part of a corporate name?	A generic term is a common name for a type of product or service and generally cannot be exclusively appropriated as part of a corporate name, unlike suggestive or arbitrary terms.
What is the role of the SEC in approving corporate names?	The SEC has the primary authority to approve and regulate corporate names, ensuring compliance with the Corporation Code and preventing confusion in the marketplace.
What is forum shopping, and why is it discouraged?	Forum shopping is the practice of filing multiple cases involving the same issues in different courts or tribunals, which is discouraged as it wastes judicial resources and can lead to inconsistent rulings.
Why were the DTI and BSP approvals not decisive in this case?	While DTI and BSP approvals may be relevant to other aspects of a business, the SEC has primary jurisdiction over corporate name approvals.
What kind of evidence can prove corporate name confusion?	Actual confusion among consumers is strong evidence, but the likelihood of confusion is sufficient to justify prohibiting the use of a deceptively similar name.
What is the effect of IPO registration of a trademark or tradename?	Under Republic Act No. 8293, the certificate of registration of a mark shall be prima facie evidence of the validity of the registration, the registrant’s ownership of the mark, and of the registrant’s exclusive right to use the same in connection with the goods or services.

The Supreme Court’s decision in GSIS Family Bank v. BPI Family Bank reinforces the importance of securing a distinctive corporate name and vigilantly protecting it against potential infringers. Businesses should conduct thorough trademark searches before adopting a name and be prepared to take legal action to prevent others from capitalizing on their brand equity. This case serves as a reminder that a well-chosen and protected corporate name is a valuable asset that contributes to a company’s identity and reputation.

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: GSIS FAMILY BANK – THRIFT BANK vs. BPI FAMILY BANK, G.R. No. 175278, September 23, 2015