TRADEMARKS

ATTY. JESUS ANTONIO Z. ROS

Division Chief
Bureau of Trademarks
 Outline

Introduction

Importance of registration

Registrability of Marks

Application Form

Registration Process
 MARK

any visible sign capable of

distinguishing the goods
(trademark) or services (service
mark) of an enterprise and shall
include a stamped or marked
container of goods (Sec. 21.1)
 SPECTRUM OF DISTINCTIVENESS

FANCIFUL KODAK XEROX

ARBITRARY APPLE BORACAY

SUGGESTIVE La vie est belle Serenitea

DESCRIPTIVE DURABLE FRAGRANT

GENERIC CLOTHING SCENT

 COLLECTIVE MARK

any visible sign capable of

distinguishing the origin, common
characteristic, quality of goods or
services of different enterprises
under the control of the registered
owner (Sec. 121.2)
 Marks of Ownership

TRADEMARK

TRADE NAME Golden ABC, Inc.

SERVICE MARK

COLLECTIVE MARK
 Other Examples

PROVINCIAL GOVERNMENT OF PAMPANGA

PROVINCIAL GOVERNMENT OF ZAMBALES

PROVINCIAL GOVERNMENT OF BATAAN

Functions of Trademarks

Indicators of origin
Functions of Trademarks

Indicators of quality
 Functions of Trademarks

Advertising function

Sarap to the bones

 Importance of Trademark
Registration

3 Gs to Owner/Registrant

Grants exclusivity

Gains recognition and reputation

Generates goodwill
 The Value of Trademark

TM as VALUABLE BUSINESS ASSET

- TM as marketing tool
- Goodwill has monetary value
- TM licensing
- TM as collateral
- TM assignment for value
 Top 10 Brands in 2011

Beverages US$71.86B
Business Services US$69.90B
Computer Software US$59.10B
Internet Services US$55.32B
Diversified US$42.81B
Restaurants US$35.60B
Electronics US$35.22B
Electronics US$33.50B
Media US$29.00B
Electronics US$28.50B
Source: www.interbrand.com
 Registrability of Marks
(Sec. 123)

immoral, deceptive,
flags, coat of arms and
scandalous,
other emblems
disparage…

BARAK’O
for alcoholic beverages

BUDDHA
for guns & ammos
 Registrability of Marks
(Sec. 123)
names, portraits or signatures

SHARON CUNETA
MANNY PACQUIAO
RAJO LAUREL
 Registrability of Marks
(Sec. 123)
misleading marks

BOLPEN
for coffee
for Pencils
 Registrability of Marks
(Sec. 123)
customary or usual
generic indications
in trade

“VCO”
for virgin
coconut oil
 Registrability of Marks
(Sec. 123)
Descriptive Descriptive
indications as to origin

LATUNDAN GENSAN
for bananas for tuna
 Registrability of Marks
(Sec. 123)

marks against public

color marks
order or morality

MARY JANE for cigarettes

PRO-TERRORISM for clothing

 Registrability of Marks

Three-Dimensional Marks

Perfume Brandy
 Registrability of Marks

THREE-DIMENSIONAL MARK
 Registrability of Marks
(Sec. 123)
identical/confusingly
similar marks
“BIG MAC” vs. “BIG MAK”
437 SCRA 10

“MASTER ROAST”, “MASTER

BLEND” vs. “FLAVOR MASTER”
356 SCRA 207
 Jurisprudence

DOMINANCY TEST - Societe Des Produits

Nestle, S.A. vs. Dy, G.R. No. 172276, 08
August 2010

The dominancy test focuses on the

similarity of the main, prevalent or essential
features of the competing trademarks that
might cause confusion.
 Jurisprudence

HOLISTIC TEST - PHILIP MORRIS, INC.

vs. FORTUNE TOBACCO CORPORATION,
G.R. No. 158589, 27 June 2006

The holistic test entails a consideration

of the entirety of the marks as applied to
the products, including the labels and
packaging, in determining confusing
similarity.
 TM Application Filing
Requirements

Application Form
Name & Address of Applicant
List of Goods/Services

Reproduction of the Mark

Filing Fees
 Filing Fee

Per Class Basis

Adopts the Nice Classification

P1090.80 per class (Small entity)

P252.50 per class (color claim)

The TM Application Form
The TM Application Form
The TM Application Form
 The TM Application Form

Wordmark (“Jollibee”)

Figurative mark (“Bee device”)

Composite mark (“Jollibee

and Bee device”)
 The TM Application Form

Mark
Jollibee & Bee Device

Description
The mark consists of the word
“Jollibee” and a representation of
a smiling bee wearing a chef’s
hat all inside a red square.
The TM Application Form
 The TM Application Form

Mark

Translation
The first Chinese character means
“First”; the second means “power” and the
third means “no or none”.
They are transliterated as E-LI-FEI

Disclaimer
Applicant disclaimed the exclusive right
to use the word “coffee”
 The TM Application Form

Goods
- must be specific

e.g. “Beverages”, particularly,

fruit and vegetable juices, coffee
and chocolate beverages
Classes
- Nice Classification
The TM Application Form
 The Registration Process

Filing of an application

requirements

according of filing or priority date

Search and Examination

Actions and responses

A Allowance for publication

 The Registration Process

A Publication

Issuance of Certificate Is there an

Opposition
of Registration No opposition? Yes
Decision
Publication

Issuance of Certificate Favorable to

of Registration Applicant? Appeal to DG
Yes No

Publication
 Certificate of Registration

Prima facie evidence of:

- The validity of registration

- Ownership of the mark

- Exclusive right to use the mark

 Duration of Trademarks

Ten (10) years from

registration renewable
Every ten (10) years
ATTY. JESUS ANTONIO Z. ROS

Bureau of Trademarks
jesus.ros@ipophil.gov.ph