EN BANC

[ G.R. No. 228165, February 09, 2021 ]

KOLIN ELECTRONICS CO. v. KOLIN PHILIPPINES INTERNATIONAL +

KOLIN ELECTRONICS CO., INC., PETITIONER, VS. KOLIN PHILIPPINES INTERNATIONAL, INC., RESPONDENT.

DECISION

CAGUIOA, J.:[**]

This is a Petition for Review on Certiorari[1] (Petition) under Rule 45 of the Rules of Court, which seeks to reverse and set aside the following dispositions of the Court of Appeals (CA) in CA-G.R. SP No. 131917:
  1. Decision[2] dated April 29, 2016 reversing the ruling of the Director General of the Intellectual Property Office (IPO-DG) in Appeal No. 14-09-64[3] (IPC No. 14-2007-00167), g1vmg due course to the trademark application of Kolin Philippines International, Inc. (KPII), and denying the opposition of Kolin Electronics Co., Inc. (KECI); and

  2. Resolution[4] dated November 4, 2016, denying KECI's motion for reconsideration.
Facts

Antecedent cases involving related parties

1. The KECI Ownership Case

On August 17, 1993, Kolin Electronics Industrial Supply (KEIS), owned by a certain Miguel Tan, filed with the Bureau of Patents, Trademarks and Technology Transfer (BPTTT; now known as the Intellectual Property Office or IPO) an application for registration of Trademark Application No. 87497 for Normal 0 false false false EN-US X-NONE X-NONE KOLIN covering the following products under Class 9: automatic voltage regulator, converter, recharger, stereo booster, AC-DC regulated power supply, step-down transformer, and PA amplifier AC-DC.[5]

In a Deed of Assignment of Assets dated November 20, 1995, Miguel Tan assigned in favor of KECI all the assets. and merchandise stocks of KEIS, including its pending application for registration of the Normal 0 false false false EN-US X-NONE X-NONE KOLIN mark.[6] The trademark has been continuously used in various products under the said classification, and the products are being offered for sale at KECI's business establishments.[7]

On February 29, 1996, Taiwan Kolin Co., Ltd. (TKC) filed with the BPTTT Trademark Application No. 4-1996-106310[8] for Normal 0 false false false EN-US X-NONE X-NONE KOLIN initially covering the following goods: "color television, refrigerator, window-type air conditioner, split-type air conditioner, electric fan, and water dispenser".[9]

During the pendency of its application, TKC filed a verified Notice of Opposition on July 22, 1998 against KECI's trademark application for Normal 0 false false false EN-US X-NONE X-NONE KOLIN. TKC claimed that it is the owner of Taiwan registrations for KOLIN and KOLIN SOLID SERIES and that it has a pending application for Normal 0 false false false EN-US X-NONE X-NONE KOLIN,[10] thus the grant of the Normal 0 false false false EN-US X-NONE X-NONE KOLIN application would cause TKC grave and irreparable damage to its business reputation and goodwill because Normal 0 false false false EN-US X-NONE X-NONE KOLIN is identical, if not confusingly similar, to TKC's marks. TKC further claimed that if KECI's application for Normal 0 false false false EN-US X-NONE X-NONE KOLIN would be granted, this would likely mislead the public as to the nature, quality, and characteristics of its goods or products bearing the "KOLIN" trademark.[11]

On December 27, 2002, Director Estrellita Beltran-Abelardo of the Intellectual Property Office Bureau of Legal Affairs (IPO-BLA) rendered Decision No. 2002-46[12] (Inter Partes Case No. 14-1998-00050) denying TKC's opposition and giving due course to KECI's trademark application for Normal 0 false false false EN-US X-NONE X-NONE KOLIN.[13] Premised on the factual finding that the subject marks are "the same or almost identical,"[14] the IPO-BLA then opted to focus on the discussion of the prior adopter and user of the mark.[15] The IPO-BLA examined the evidence presented by the parties and concluded that KECI "is the prior adopter and user of the mark 'KOLIN' in the Philippines, having been able to prove the date of first use of its mark in the year 1989, which is ahead of [TKC's] use in the Philippines x x x in the year 1996."[16] Thus, TKC's opposition was denied and KECI's trademark application for Normal 0 false false false EN-US X-NONE X-NONE KOLIN was given due course.

TKC appealed the decision to the IPO-DG, which, in turn, issued a Decision[17] on November 6, 2003 sustaining the ruling of the IPO-BLA.[18] The IPO eventually issued a Certificate of Registration for Normal 0 false false false EN-US X-NONE X-NONE KOLIN in favor of KECI.[19] In the November 29, 2004 issue of the Philippine Daily Inquirer, KECI, through counsel, filed a notice informing the public of the issuance of the certificate in its favor, and claimed exclusive right of usage over the Normal 0 false false false EN-US X-NONE X-NONE KOLIN mark.[20]

On December 10, 2004, TKC filed a petition for review with the CA with a prayer for preliminary injunction and/or the issuance of a temporary restraining order docketed as CA-G.R. SP No. 80641, urging the CA to enjoin KECI from asserting exclusive rights to use the Normal 0 false false false EN-US X-NONE X-NONE KOLIN mark.[21]

On July 31, 2006, the CA issued a Decision[22] against TKC and in favor of KECI. The CA clarified that the Trademark Law[23] was applicable since it was still in effect at the time of the filing and during the pendency of the trademark applications of both parties.[24] Accordingly, the CA held that there must be actual use thereof in commerce to acquire ownership of a mark.[25] The CA found as undisputed that KEIS, the predecessor-in-interest of KECI, had been using the Normal 0 false false false EN-US X-NONE X-NONE KOLIN mark in the Philippines since February 17, 1989, prior to the filing of the trademark application for Normal 0 false false false EN-US X-NONE X-NONE KOLIN in 1993.[26] While TKC claimed prior use of the mark in foreign jurisdictions[27] as early as 1986,[28] the CA agreed with the IPO-BLA and IPO-DG that the concept of "actual use" under the Trademark Law refers to use in the Philippines, and not abroad.[29] Further, the assignment of rights involving the Normal 0 false false false EN-US X-NONE X-NONE KOLIN mark to KECI was not raised as an issue in the case.[30] On the issue of priority being claimed by TKC, the CA agreed with the decision of IPO-DG that, whether under the Trademark Law or the Intellectual Property Code[31] (IP Code), TKC's "claim of x x x priority right is unavailing."[32] Accordingly, the CA dismissed TKC's petition for lack of merit and affirmed the IPO-DG's decision.[33]

TKC initially appealed the CA decision by filing with the Court a motion for extension to file a petition for review.[34] However, on September 6, 2007, TKC filed a Manifestation withdrawing its motion for extension because "[TKC was] no longer interested in pursuing an appeal."[35] Accordingly, on September 26, 2007, a Resolution was issued by the Court considering the case "CLOSED and TERMINATED." In an Entry of Judgment, the Resolution was considered final and executory on November 16, 2007[36] (the KECI ownership case).

Thus, by virtue of the KECI ownership case, KECI is the adjudicated owner of the Normal 0 false false false EN-US X-NONE X-NONE KOLIN mark under the Trademark Law as against TKC.

2. The Taiwan Kolin case

However, in another case that went up to the Court, the registration of another KOLIN mark not owned by KECI was allowed. In G.R. No. 209843 entitled Taiwan Kolin Corporation, Ltd. v. Kolin Electronics Co., Inc.[37] (Taiwan Kolin case), promulgated on March 25, 2015, the Court gave due course to TKC's Trademark Application for Normal 0 false false false EN-US X-NONE X-NONE KOLIN.

To recall, before filing an opposition case[38] against KECI's application for Normal 0 false false false EN-US X-NONE X-NONE KOLIN, TKC had filed on February 29, 1996 Trademark Application No. 4-1996-106310 for Normal 0 false false false EN-US X-NONE X-NONE KOLIN initially covering the following goods: "color television, refrigerator, window-type air conditioner, split-type air conditioner, electric fan, and water dispenser."

On February 10, 1999, Paper No.5 was issued by the trademark examiner-­in-charge stating that the goods enumerated in TKC's application fall under Classes 9, 11, and 21 of the Nice Classification (NCL), thus, TKC was required to elect one class of goods for its application for KOLIN.[39] However, the application was considered abandoned as of April 18, 1999 because TKC failed to respond to Paper No. 5.[40] On September 14, 1999, TKC filed a petition to revive the application stating, among other things, that in response to Paper No. 5, it was electing Class 9 for its application.[41] Further, TKC requested the inclusion of the following goods in its application: "cassette recorder, VCD, whoofer (sic), amplifiers, camcorders and other audio/video electronic equipment, flat iron, vacuum cleaners, cordless handsets, videophones, facsimile machines, teleprinters, cellular phones, automatic goods vending machines and other electronic equipment belonging to class 9."[42]

In an Order dated March 14, 2001, the Bureau of Trademarks granted TKC's petition.[43] Consequently, Trademark Application No. 4-1996-106310 was published in the IPO Electronic Gazette for Trademarks on May 16, 2006.[44] The "television sets" was, however, not included in the enumeration of goods in the published Trademark Application.[45]

KECI filed an opposition against TKC's application with the IPO­ BLA on July 13, 2006[46] based on the fact that it is the registered owner of the Normal 0 false false false EN-US X-NONE X-NONE KOLIN[47] mark, which it claimed was confusingly similar to TKC's application for Normal 0 false false false EN-US X-NONE X-NONE KOLIN. The case was docketed as Inter Partes Case No. 14-2006-00096.

On November 7, 2006, TKC filed an Answer to the Opposition, claiming, among others, that its Trademark Application No. 4-1996-106310 "includes television sets and that this trademark application later became Trademark Application No. 4-2002-011002 filed on [December 27, 2002] when it was re-filed/revived after the handling lawyer delayed the submission of requirements for the first application."[48]

The IPO-BLA rendered Decision No. 2007-118[49] dated August 16, 2007 sustaining KECI's opposition case and rejecting TKC's application for Normal 0 false false false EN-US X-NONE X-NONE KOLIN.

On March 27, 2009, TKC filed an Appeal Memorandum with the IPO­ DG, claiming that the IPO-BLA erred in denying its application without any allowance for use limitation or restriction on televisions and DVD players.[50]

Noting that TKC only wanted its Normal 0 false false false EN-US X-NONE X-NONE KOLIN application to be given due course subject to the use limitation or restriction for television and DVD player,[51] the IPO-DG issued a Decision[52] on November 23, 2011 granting TKC's appeal and allowing the registration of TKC's mark with a limitation/restriction for the goods "television and DVD player".[53]

Aggrieved, KECI appealed to the CA.

On April 30, 2013, the CA issued a Decision[54] in CA-G.R. SP No. 122565 reversing and setting aside the IPO-DG's decision and reinstating the IPO-BLA decision.[55] It ruled in favor of KECI based on the following grounds: (a) the "KOLIN" mark sought to be registered by TKC is confusingly similar to KECI's "KOLIN" registration since "[t]he only difference is [KECI's] mark is italicized and colored black while that of [TKC] is in pantone red color;"[56] (b) there are no other designs, special shape or easily identifiable earmarks that would differentiate the products of both competing companies;[57] and (c) the intertwined use of television sets with amplifier, booster and voltage regulator bolstered the fact that televisions can be considered as within the normal expansion of KECI, and is thereby deemed covered by its trademark as explicitly protected under Section 138 of the IP Code;[58] and (d) the denial of TKC's application would prevent the likelihood of confusion resulting from the use of an identical mark to closely related goods.[59] TKC moved to reconsider the decision, but this was denied by the CA.

TKC then filed an appeal to the Court.

It is important to highlight that there were three (3) marks involved in the Taiwan Kolin case (1) KECI's trademark registration No. 4-1993-087497; (2) TKC's trademark application No. 4-1996-106310, which was opposed by KECI; and (3) TKC's trademark application No. 4-2002-011002, which was allegedly the "revived" version of TKC's application.

For ease of reference, the subject marks are included in the following table:
 
KECI's mark
TKC's opposed trademark application
TKC's "revived" application
Marks
Normal 0 false false false EN-US X-NONE X-NONE KOLIN[60]
Normal 0 false false false EN-US X-NONE X-NONE KOLIN[61]
(image)[62]
Application No.
4-1993-087497
4-1996-106310
4-2002-011002
Filing Date
August 17, 1993
February 29, 1996
December 27, 2002
Current Status
Registered
Registered
Refused for non-filing of DAU/DNU
Class Covered
9
9
9
Goods Covered
Automatic Voltage Regulator, Converter, Recharger, Stereo Booster, AC-DC Regulated Power Supply, Step-Down Transformer, PA Amplified AC-DC
Television and DVD player
Television Sets, Audio/Video Electronic Equipment and Similar Appliances
To clarify, while Trademark Application No. 4-1996-106310 was indeed revived,[63] it was not through another separate application, contrary to TKC's statement.[64]

Keeping this in mind, the Taiwan Kolin case ruled in favor of TKC.

The Court's Third Division stated that identical marks may be registered for products from the same classification, citing the discussion in Mighty Corporation v. E. & J. Gallo Winery[65] (Mighty Corporation).[66] It also held "that 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 mere fact that one person has adopted and used a trademark on his goods would not, without more, prevent the adoption and use of the same trademark by others on unrelated articles of a different kind."[67]

The Court's Third Division also stated that the CA's approach and reasoning "fail[ed] to persuade" and ruled that the products covered by TKC's application and KECI's registration are unrelated.[68] In saying that the CA decision was wrong, the Court's Third Division only cited and gave credence to the following assertions by TKC to establish that the goods are unrelated:
a. TKC's goods are classified as home appliances as opposed to KECI's goods, which are power supply and audio equipment accessories;

b. TKC's television sets and DVD players perform functions and purposes distinct from KECI's power supply and audio equipment; and

c. TKC sells and distributes its various home appliance products on wholesale and to accredited dealers, whereas KECI's goods are sold and flow through electrical and hardware stores.[69]
The Court's Third Division said that the list of products under Class 9 can be sub-categorized into five different classifications and that the products covered by TKC's and KECI's marks fall under different sub-categories. It then made a side-by-side comparison of the marks to state that the ordinary intelligent buyer is not likely to be confused. For reference, the side-by-side comparison used in the case is shown below:

(image supposed to be here)

Further, it stated that confusion is not likely because the products involved (i.e., "various kinds of electronic products," according to the Taiwan Kolin case) are more expensive than "ordinary consumable household items", so consumers will be more careful in purchasing these products.[70] It also cited the case of Emerald Garment Manufacturing Corporation v. Court of Appeals[71] (Emerald Garment) which defined an "ordinary intelligent buyer" as follows:
The definition laid down in Dy Buncio v. Tan Tiao Bok is better suited to the present case. There, the "ordinary purchaser" was defined as one "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".[72] (Italics omitted)
Thus, the Court's Third Division concluded that KECI's trademark registration not only covers unrelated goods but is also incapable of deceiving the ordinary buyer in relation to TKC's application.[73] Accordingly, TKC's petition was granted, the CA decision was reversed and set aside, and the IPO­DG Decision, which gave due course to TKC's Trademark Application No. 4-1996-106310 for Normal 0 false false false EN-US X-NONE X-NONE KOLIN, was reinstated.

Facts of the present case

On September 11, 2006[74] - more than a month after the promulgation of the KECI ownership case - KPII, an affiliate of TKC,[75] filed Trademark Application No. 4-2006-010021 for the kolin mark under Class 9 covering "Televisions and DVD players".

On June 12, 2007, KECI filed an opposition against KPII's Trademark Application No. 4-2006-010021 based on, among others, the fact that it is the registered owner of the  Normal 0 false false false EN-US X-NONE X-NONE KOLIN mark and that the registration of KPII's kolin mark will cause confusion among consumers.[76]

In its defense, KPII claimed that its application for kolin cannot be denied on the basis of the ruling in the KECI ownership case because it was not a party to said case and the KECI ownership case is not res judicata to the instant case.[77] Besides, KPII asserted that the KECI ownership case specifically clarified that KECI's ownership over the mark is limited only in connection with goods specified in KECI's certificate of registration and those related thereto.[78] KPII insisted that "Televisions and DVD players" are not related to the goods covered by KECI's registered mark.[79]

For ease of reference, the marks involved in the present dispute (subject marks) and their related information are included in the table below:
Parties
KECI
KPII
Marks
Normal 0 false false false EN-US X-NONE X-NONE KOLIN[80]
Normal 0 false false false EN-US X-NONE X-NONE Normal 0 false false false EN-US X-NONE X-NONE kolin[81]
Application No.
4-1993-087497
4-2006-010021
Status
Registered
Trademark Application subject of opposition by KECI
Classes Covered
9
9
Goods Covered
Automatic Voltage Regulator, Converter, Recharger, Stereo Booster, AC-DC Regulated Power Supply, Step-Down Transformer, PA Amplified AC-DC
Televisions, DVD Players
IPO-BLA Decision

In a Decision[82] on IPC No. 14-2007-00167 dated September 9, 2009, the IPO-BLA sustained KECI's opposition. One of the reasons why KPII's Trademark Application No. 4-2006-010021 for kolin was rejected was the fact that buyers would be confused as to the origin of the products being offered by KECI and KPII.[83] Significantly, the IPO-BLA also noted that KECI had received several customer e-mails complaining against or seeking information about the products of KPII.[84]

Further, the IPO-BLA found that KPII is an instrumentality of TKC, as seen in the excerpt below:
An exhaustive scrutiny of the records of the case convince[s] this Bureau to concur with the position of [KECI] that indeed, [KPII] is an instrumentality of [TKC]. [KECI] presented substantial evidence that [KPII] is effectively under the management, supervision and control of [TKC] manifested through the assignment of five (5) persons to the financial and plant operations x x x; [TKC's] admission of its direct participation in the management, supervision and control of [KPII]; [TKC's] majority ownership of stocks in [KPII] x x x; and the maintenance of one website of both companies and the admission to the same x x x.[85] (Emphasis supplied)
Accordingly, the IPO-BLA rejected KPII's application for kolin. The dispositive portion of the IPO-BLA Decision reads:
WHEREFORE, premises considered the Notice of Opposition filed by [KECI], is as it is hereby SUSTAINED. Accordingly, Application Serial No. 4-2006-010021 filed by respondent-applicant, [KPII] on 27 December 2002 for the mark [kolin] under Class 09 for televisions and DVD players, is as it is hereby, REJECTED.

Let the file wrapper of [kolin], subject matter of this case be forwarded to the Bureau of Trademarks for appropriate action in accordance with this decision.

SO ORDERED.[86]
Aggrieved, KPII appealed the case to the IPO-DG.

IPO-DG Decision

On September 12, 2013, the IPO-DG issued a Decision[87] on Appeal No. 14-09-64 in IPC No. 14-2007-00167 dismissing KPII's appeal. It is important to stress that, at this juncture, the Taiwan Kolin case had not yet been promulgated. At that time, the case was still pending with the Court. The CA decision (CA-G.R. SP No. 122565) that was promulgated on April 30, 2013 and where the CA ruled in favor of KECI, was the prevailing judgment between KECI and TKC.

The IPO-DG stated that "with the decision of the [CA in CA-G.R. SP No. 122565] that [TKC's] television sets and DVD players are related to [KECI's] goods covered by the latter's certificate of registration for KOLIN, this Office rules in favor of [KECI]."[88]

Accordingly, the IPO-DG dismissed KPII's appeal. KPII then filed an appeal to the CA, docketed therein as CA-G.R. SP No. 131917.

CA Decision (CA-G.R. SP No.131917)

After the promulgation of the Taiwan Kolin case on March 25, 2015, the CA issued in CA-G.R. SP No. 131917 a Decision[89] dated April 29, 2016 granting KPII's appeal.

Faced with the issue of whether KPII is entitled to the registration of the kolin mark covering television and DVD players, the CA relied heavily on, and quoted the reasoning in, the Taiwan Kolin case.[90] Accordingly, the CA ruled that KPII may register its mark for television sets and DVD players and the doctrine of res judicata forbids it from arriving at a contrary conclusion.[91] The dispositive portion of the CA decision reads:
WHEREFORE, premises considered, the petition is hereby GRANTED. The Decision dated September 12, 2013, issued by the [IPO­ DG], in Appeal Case No. 14-09-64 (IPC No. 14-2007-00167), is REVERSED and SET ASIDE, and a new one is entered giving due course to [KPII's] Trademark Application No. 04-2006-010021.

Let a copy of this Decision as well as the trademark application and records be furnished and returned to the Director of the [IPO-BLA] for appropriate action. Further, let the Director of the Bureau of Trademarks and the library of the Documentation, Information, and Technology Transfer Bureau be furnished a copy of this Decision for information, guidance, and records purposes.

SO ORDERED.[92]
Thus, KECI filed the instant Rule 45 Petition, raising the following arguments: (1) the ruling in the Taiwan Kolin case is not applicable in the present case; and (2) the registration of KPII's kolin mark is contrary to the provisions of the IP Code.

In a Comment[93] dated June 5, 2017, KPII argued that the CA had correctly applied the principle of res judicata.

In the Reply[94] dated November 16, 2017, KECI insisted that the ruling in the Taiwan Kolin case cannot be made to apply in this case. Further, in arguing that the CA decision should be reversed, KECI emphasized the confusing similarity between the subject marks.

Issue

The main issue in this case is whether KPII should be allowed to register its kolin mark.

The Court's Ruling

The Petition is granted. KPII is not allowed to register its kolin mark for "Televisions and DVD players."

I.

RES JUDICATA DOES NOT APPLY

Citing the Taiwan Kolin case, the CA stated that the doctrine of res judicata is applicable and "forbids [it] from arriving at a contrary conclusion."[95] It stated that all the requisites of res judicata are fulfilled in the instant case, viz.:
All of these requisites [of res judicata] are fulfilled in the instant case. While KPII may not be involved in the [Taiwan Kolin case], it must be noted that KPII is an affiliate company of [TKC], as admitted by KECI An absolute identity of the parties is not required for res judicata to apply, for as long as there exists an identity or community of interest.

It may be claimed that [TKC] is now the owner of the mark KOLIN for television and DVD players by virtue of the Supreme Court decision in the [Taiwan Kolin case], thereby preventing registration in the name of KPII. Still, we again emphasize that they are affiliated companies and [TKC] has authorized KPII to adopt and use the mark "KOLIN" in the Philippines and to register the mark in connection with its business dealings. More importantly, however, it appears that the marks applied for by [TKC] and KPII are not identical. x x x Thus, since there is no identity of marks so as to prevent registration, KPII may validly register its mark.[96]
A. Res judicata in the concept of bar by prior judgment

The Court disagrees with the conclusion of the CA because all the elements of res judicata are not present.

The following excerpts in Monterona v. Coca-Cola Bottlers Philippines, Inc.[97] are instructive:
There is "bar by prior judgment" when, as between the first case where the judgment was rendered and the second case that is sought to be barred, there is identity of parties, subject matter, and causes of action. In this instance, the judgment in the first case constitutes an absolute bar to the second action. Otherwise put, the judgment or decree of the court of competent jurisdiction on the merits concludes the litigation between the parties, as well as their privies, and constitutes a bar to a new action or suit involving the same cause of action before the same or any other tribunal.

x x x x
The elements of res judicata are: (1) the judgment sought to bar the new action must be final; (2) the decision must have been rendered by a court having jurisdiction over the subject matter and the parties; (3) the disposition of the case must be a judgment on the merits; and (4) there must be as between the first and second actions, identity of parties, subject matter, and causes of action. x x x Should identity of parties, subject matter, and causes of action be shown in the two cases, then res judicata in its aspect as a "bar by prior judgment" would apply. x x x[98]
Based on the facts, the subject matter in this case and the Taiwan Kolin case are different. A subject matter is the item with respect to which the controversy has arisen, or concerning which the wrong has been done, and it is ordinarily the right, the thing, or the contract under dispute.[99] In this case, the item to which the controversy has arisen or the thing under dispute is KPII's kolin mark, while in the Taiwan Kolin case, the subject matter is TKC's KOLIN mark.

The cause of action in the Taiwan Kolin case is also different from the cause of action in the case at bar. Rule 2, Section 2 of the Rules of Court defines a cause of action as an act or omission by which a party violates the right of another. In the Taiwan Kolin case, the cause of action was TKC's act of filing Trademark Application No. 4-1996-106310 for Normal 0 false false false EN-US X-NONE X-NONE KOLIN, which allegedly violated KECI's rights because confusion would be likely among consumers if TKC's trademark application were to be given due course. In contrast, in the case at bar, the cause of action is KPII's act of filing Trademark Application No. 4-2006-010021 for kolin.

Thus, there is no bar by prior judgment in this case.

B. Res judicata in the concept of conclusiveness of judgment

Neither can res judicata in the concept of conclusiveness of judgment operate to prevent the Court from determining the registrability of KPII's trademark application.

Jurisprudence describes how this principle is applied below:
Section 49(c) of Rule 39 enumerates the concept of conclusiveness of judgment. This is the second branch, otherwise known as collateral estoppel or estoppel by verdict. This applies where, between the first case wherein judgment is rendered and the second case wherein such judgment is involved, there is no identity of causes of action. As explained by this Court:
It has been held that in order that a judgment in one action can be conclusive as to a particular matter in another action between the same parties or their privies, it is essential that the issues be identical. If a particular point or question is in issue in the second action, and the judgment will depend on the determination of that particular point or question, a former judgment between the same parties will be final and conclusive in the second if that same point or question was in issue and adjudicated in the first suit; but the adjudication of an issue in the first case is not conclusive of an entirely different and distinct issue arising in the second. In order that this rule may be applied, it must clearly and positively appear, either from the record itself or by the aid of competent extrinsic evidence that the precise point or question in issue in the second suit was involved and decided in the first. And in determining whether a given question was an issue in the prior action, it is proper to look behind the judgment to ascertain whether the evidence necessary to sustain a judgment in the second action would have authorized a judgment for the same party in the first action.[100]
To emphasize, in the Taiwan Kolin case, the Court only ruled that TKC's Trademark Application No. 4-1996-106310 for Normal 0 false false false EN-US X-NONE X-NONE KOLIN should be given due course.

What is involved in this case now before the Court is a new trademark application by KPII which means that it is going through an entirely new process of determining registrability. There is nothing under the law which mandates that registered trademark owners and/or their privies may automatically register all similar marks, despite allegations of "damage"[101] by opposers.

Since new trademark applications are attempts to claim new exclusive rights, there will necessarily be new nuances of "damage", even if the same parties are involved, and the Court should carefully consider these nuances in deciding to give due course to the application. There are new issues on "damage" to KECI here, not decided in the Taiwan Kolin case, which affect the registrability of KPII's application for kolin and which must be resolved by the Court.

The registration of KPII's kolin will create new rights which would change the status quo. Thus, the opposed trademark application before the Court presents the following new issues:

a)
KPII's new application for kolin essentially amounts to seeking exclusivity[102] over a stylized version of the "KOLIN" word as against other parties, including KECI, for a range of goods/services.[103] This issue was not considered in the Taiwan Kolin case because the Court only essentially ruled therein that the registration of  Normal 0 false false false EN-US X-NONE X-NONE KOLIN will not cause damage to KECL Thus, the relevant questions are these: should KPII be given a new right to assert exclusivity over the kolin stylized mark, as against KECI, for a range of goods/services? Will KPII's exclusive appropriation of a specific stylized version (kolin) cause "damage" to KECI who, as it stands, has an existing right to use any and all stylized versions of "KOLIN" for a range of goods/services (i.e., goods covered by its registration, related goods/services, and goods/services falling within the normal expansion of its business)?
   
b)
As mentioned, KECI is the owner of the mark under the Trademark Law based on the KECI ownership case. Section 236[104] of the IP Code mandates that nothing in the IP Code - which logically includes marks registered under the IP Code-can adversely affect the rights on enforcement of marks acquired in good faith prior to the effective date of the law. In this regard, does KPII's application under the IP Code for exclusive appropriation of a stylized KOLIN (kolin) for a range of goods/services adversely affect KECI's rights under Section 236 of the IP Code in such a way that it amounts to "damage" to KECI? Will KPII's registration adversely affect the rights on KECI's enforcement of its KOLIN mark established under the KECI ownership case?

The Court is therefore called upon to resolve the question of whether KPII deserves to exclusively appropriate a stylized version of the KOLIN word mark for a range of goods/services, considering all aspects of "damage" to KECI.

Because this involves a new trademark application and there are new issues arising here which were not decided in the Taiwan Kolin case, the principle of res judicata in the concept of conclusiveness of judgment does not apply.

Senior Associate Justice Estela M. Perlas-Bernabe also raises a compelling and well-reasoned point on why the principle of conclusiveness of judgment does not apply here. As expertly detailed in her Concurring Opinion, the Court's Third Division in the Taiwan Kolin case could have only allowed the registration of TKC's Normal 0 false false false EN-US X-NONE X-NONE KOLIN as a mark with a specific stylization, and not a word mark.[105]

Indeed, a perusal of the marks involved in the Taiwan Kolin case would confirm that TKC sought to protect a specific style of lettering in its trademark application, thereby precluding the possibility that the registration granted in the Taiwan Kolin case belongs in the category of word marks:[106]
TKC's opposed Trademark Application No. 4-1996-106310, which was granted registration in the Taiwan Kolin case
TKC's Trademark Application No. 4-2002-011002, the alleged "revived version" in the Taiwan Kolin case
Normal 0 false false false EN-US X-NONE X-NONE KOLIN[107]
(image)[108]
The two marks overlayed
(image)
Thus, even if the CA had found that "[TKC] had authorized KPII to adopt and use [its] mark "KOLIN" in the Philippines and to register the mark in connection with its business dealings,"[109] the only consequence of TKC's authorization is that KPII was given the right to use the exact mark allowed to be registered in the Taiwan Kolin case, not a blanket authority to use-or register, for that matter - any and all figurative or stylized versions of the word "KOLIN". The Court adopts Senior Associate Justice Perlas-Bernabe's insightful disquisition on this point, viz.:
x x x [I]t should be discerned that the CA's application of res judicata in the concept of conclusiveness of judgment failed to take into account the nature of TKC's KOLIN mark as a mere design mark, which attribution should consequently limit the legal effects of the [Taiwan Kolin case's] final judgment. x x x TKC having been adjudged as the owner of a mere design mark - could have only assigned to KPII the right to adopt and use its mark under the specific stylization and design of Normal 0 false false false EN-US X-NONE X-NONE KOLIN. x x x[110]
Consequently, the principle of conclusiveness of judgment cannot apply here because the issue involving KPII's use of another figurative or stylized version of "KOLIN" ("kolin") - or the use of any other figurative or stylized versions of the word "KOLIN" - was not ruled upon in the Taiwan Kolin case.

In light of the foregoing, the Court must therefore determine whether KPII deserves to register its trademark application for kolin, a stylized version of the word "KOLIN", despite KECI's opposition.

II.

KPII'S TRADEMARK APPLICATION IS NOT REGISTRABLE BECAUSE IT WILL CAUSE DAMAGE TO KECI

In its Petition,[111] KECI squarely raises the issue of likelihood of confusion, arguing that KPII's trademark should not be registered based on, among others, Section 123.1(d) of the IP Code, which reads:
SECTION 123. Registrability. - 123.1. A mark cannot be registered if it:

x x x x
     
(d)
Is identical with a registered mark belonging to a different proprietor or a mark with an earlier filing or priority date, in respect of:




(i)
The same goods or services, or




(ii)
Closely related goods or services, or




(iii)
If it nearly resembles such a mark as to be likely to deceive or cause confusion;




x x x x 

In determining likelihood of confusion - which can manifest in the form of "confusion of goods" and/or "confusion of business"[112] - several factors may be taken into account, such as:

a)
the strength of plaintiffs mark;


b)
the degree of similarity between the plaintiffs and the defendant's marks;


c)
the proximity of the products or services;


d)
the likelihood that the plaintiff will bridge the gap;


e)
evidence of actual confusion;


f)
the defendant's good faith in adopting the mark;


g)
the quality of defendant's product or service; and/or


h)
the sophistication of the buyers.[113]

These criteria may be collectively referred to as the multifactor test. Out of these criteria, there are two which are uniformly deemed significant under the Trademark Law[114] and the IP Code:[115] the resemblance of marks (the degree of similarity between the plaintiffs and the defendant's marks) and the relatedness of goods or services (the proximity of products or services). Nevertheless, the other factors also contribute to the finding of likelihood of confusion, as will be discussed.

A. Resemblance of marks

The marks involved in this dispute are KECI's Normal 0 false false false EN-US X-NONE X-NONE KOLIN and KPII's kolin. In assessing the resemblance of marks to determine the existence of likelihood of confusion, there are two tests prescribed by jurisprudence, viz.:
Jurisprudence has developed two tests in determining similarity and likelihood of confusion in trademark resemblance:
(a) the Dominancy Test applied in Asia Brewery, Inc. vs. Court of Appeals and other cases, and

(b) the Holistic or Totality Test used in Del Monte Corporation vs. Court of Appeals and its preceding cases.
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.[116] (Emphasis supplied)
Unfortunately, jurisprudence has not been consistent in saying what test should be used under what circumstances such that either or both tests may viably be employed by the IPO or the courts in finding resemblance between marks. As expertly outlined by Associate Justice Marvic M.V.F. Leonen, there are contradictory lines of jurisprudence advocating the use of the Dominancy Test alone,[117] the Holistic Test alone,[118] or both tests.[119] There is also at least one case where the Court did not use either test.[120]

Needless to say, the current state of jurisprudence in deciding the resemblance of marks is unclear. Out of the two tests, however, only the Dominancy Test has been incorporated in the IP Code. This was discussed in McDonald's Corporation v. L.C. Big Mak Burger, Inc.,[121] where the Court also observed its own reliance on the dominancy test, thus:
This Court, however, has relied on the dominancy test rather than the holistic test. The dominancy test considers the dominant features in the competing marks in determining whether they are confusingly similar. Under the dominancy test, courts give greater weight to the similarity of the appearance of the product arising from the adoption of the dominant features of the registered mark, disregarding minor differences. Courts will consider more the aural and visual impressions created by the marks in the public mind, giving little weight to factors like prices, quality, sales outlets and market segments.

x x x x

The test of dominancy is now explicitly incorporated into law in Section 155.1 of the Intellectual Property Code which defines infringement as the "colorable imitation of a registered mark x x x or a dominant feature thereof."[122] (Emphasis supplied; italics omitted)
More than an indicator of a mere preference for the Dominancy Test, it appears that the legislative intent in explicitly adopting the Dominancy Test was to abandon the Holistic Test altogether, as can be seen in the legislative deliberations:
Trademarks

Part III of the Code is the new law on trademarks.

x x x x

To resolve the conflicting doctrines regarding what constitutes colorable imitation of a registered mark, the Code adopts the Dominancy Test so that any person who uses in commerce any colorable imitation of [a] registered mark or a dominant feature thereof shall be liable for damages for infringement.

x x x x

Policy Issues

We have summarized the basic features of the proposed Intellectual Property Code. Let me now try to identify provisions of the Code that may be the focus of policy debates.

Without being exclusive, they are the following:

x x x x

Trademarks

x x x x

8. The committee notes the varying decisions of the Supreme Court regarding colorable imitation of a registered mark. There are decisions which espouse the Dominancy Test, while there are others which use the Holistic Test. We, therefore, recommend the adoption of the Dominancy Test to resolve once and for all the debate.[123] (Emphasis supplied)
Considering the adoption of the Dominancy Test and the abandonment of the Holistic Test, as confirmed by the provisions of the IP Code and the legislative deliberations, the Court hereby makes it crystal clear that the use of the Holistic Test in determining the resemblance of marks has been abandoned.

The inapplicability of the Taiwan Kolin case in the case at bar is thus evident. As correctly pointed out by Associate Justice Leonen,[124] the Taiwan Kolin case used the Holistic Test in evaluating trademark resemblance. This is improper precedent because the Dominancy Test is what is prescribed under the law.

Using the Dominancy Test, the Court should now determine the resemblance between Normal 0 false false false EN-US X-NONE X-NONE KOLIN and kolin in terms of the similarity of the dominant features used. This is consistent with the basic rule in determining resemblance of marks, which requires that the appearance, sound, meaning, and overall impressions generated by the marks shall be considered.[125]

In Societe Des Produits Nestle, S.A. v. Dy, Jr.,[126] the Court stated that the marks are confusingly similar based on the Dominancy Test because the mark "NANNY" "contains the prevalent feature 'NAN'" and because the marks are aurally similar, thus:
Applying the dominancy test in the present case, the Court finds that "NANNY" is confusingly similar to "NAN." "NAN" is the prevalent feature of Nestle's line of infant powdered milk products. It is written in bold letters and used in all products. The line consists of PRE-NAN, NAN­H.A., NAN-1, and NAN-2. Clearly, "NANNY" contains the prevalent feature "NAN." The first three letters of "NANNY" are exactly the same as the letters of "NAN." When "NAN" and "NANNY" are pronounced, the aural effect is confusingly similar.[127] (Emphasis supplied)
Applying the Dominancy Test here, KPII's kolin mark resembles KECI's Normal 0 false false false EN-US X-NONE X-NONE KOLIN mark because the word "KOLIN" is the prevalent feature of both marks. Phonetically or aurally, the marks are exactly the same. Surely, the manner of pronouncing the word "KOLIN" does not change just because KPII's mark is in lowercase and contains an italicized orange letter "i". In terms of connotation and overall impression, there seems to be no difference between the two marks.

Another consideration is the type of marks used. Logically, this may affect the determination of resemblance of the marks in terms of their visual, aural, or connotative aspects, which are key areas to consider in using the Dominancy Test.

As summarized in the IPO website,[128] the types of marks allowed to be registered in the Philippines are the following: "word mark," "figurative mark," "figurative mark with words," "3D mark," and "stamped or marked containers of goods." Notably, the IP Code and the current Trademark Regulations do not define these terms and how they impact the finding of resemblance between marks. However, IPOPHL Memorandum Circular No. 17-010, Rules and Regulations on Trademarks, Service Marks, Trade names and Marked or Stamped Containers makes an explicit reference to "word marks," as follows:
RULE 402. Reproduction of the Mark. - x x x

In the case of word marks or if no special characteristics have to be shown, such as design, style of lettering, color, diacritical marks, or unusual forms of punctuation, the mark must be represented in standard characters. The specification of the mark to be reproduced will be indicated in the application form and/or published on the website.

x x x x
That word marks protect the word itself stands to reason. Since there are no special characteristics to be shown in the reproduction of the mark in the application, the word itself is the subject of protection. This understanding of the protection given to word marks is also consistent with trademark jurisprudence in the United States, where most of our intellectual property laws were patterned from.[129]

The case of Cunningham v. Laser Golf Corp.[130] (Cunningham) may be considered relevant in this jurisdiction. In Cunningham, Laser Golf, the prior user and registrant of the "LASER" mark for golf clubs and golf balls, filed a cancellation case against Cunningham's registration for "LASERSWING" for golf clubs. Since Cunningham's "LASERSWING" registration was cancelled, he sought before the court a review of the decision cancelling his registration. One of Cunningham's arguments was that the appearance of his mark in commerce is distinguishable from the mark of Laser Golf in the sense that he uses "particular colors and a particular font", "specific arrangements of lower and upper case", "colored whoosh stripes", and a "juxtaposition of the main brand name". In ruling that this was not enough to avoid confusion, the U.S. court pertinently stated:
However, Cunningham's argument is inapposite to our review of this cancellation proceeding. The record shows that the registration for the LASERSWING mark contains a "typed drawing." ...Registrations with typed drawings are not limited to any particular rendition of the mark and, in particular, are not limited to the mark as it is used in commerce. See Vornado, Inc. v. Breuer Elec. Mfg. Co., C.C.P.A. 858, 390 F.2d 724, 727, 156 USPQ 340, 342 (1968) (stating that because the registration for the senior mark, upon which the opposition was based, disclosed only the word, "the [advertising] display of the mark in a particular style is of no material significance since the display may be changed at any time as may be dictated by the fancy of the applicant or the owner of the mark"); Phillips Petroleum Co. v. C.J. Webb, Inc., 58 C.C.P.A. 1255, 442 F.2d 1376, 1378, 170 USPQ 35, 36 (1971) ("The drawing in the [opposed] application shows the mark typed in capital letters, and x x x this means that [the] application is not limited to the mark depicted in any special form."); Kimberly-Clark Corp. v. H Douglas Enters., Ltd., 774 F.2d 1144, 1147, 227 USPQ 541, 543 (Fed.Cir.1985) (stating that trade dress associated with the mark of the opposed registration was irrelevant in distinguishing the mark because "such dress might well be changed at any time; only the word mark itself is to be registered"). Therefore, it is irrelevant that Cunningham has a particular display for his mark in commerce, and the Board was correct to ignore those features.[131] (Emphasis and underscoring ours)
Using the persuasive logic in Cunningham together with the Dominancy Test, there is no doubt that the minor differences between kolin and Normal 0 false false false EN-US X-NONE X-NONE KOLIN mark should be completely disregarded. The fact that KPII's trademark application possesses special characteristics (e.g., the italicized orange letter "i") not present in KECI's Normal 0 false false false EN-US X-NONE X-NONE KOLIN word mark makes no difference in terms of appearance, sound, connotation, or overall impression because the "KOLIN" word itself is the subject of KECI's registration.

B. Relatedness of Goods/Services

The goods involved in the case at bar are as follows:
KECI's Normal 0 false false false EN-US X-NONE X-NONE KOLIN
KPII's kolin
Automatic Voltage Regulator, Converter, Recharger, Stereo Booster, AC-DC Regulated Power Supply, Step-Down Transformer, PA Amplified AC-DC.
Televisions, DVD Players
In assessing relatedness of goods/services to determine likelihood of confusion, Mighty Corporation provides a list of factors that should be considered, viz.:
Non-competing goods may be those which, though they are not in actual competition, are so related to each other that it can reasonably be assumed that they originate from one manufacturer, in which case, confusion of business can arise out of the use of similar marks. They may also be those which, being entirely unrelated, cannot be assumed to have a common source; hence, there is no confusion of business, even though similar marks are used. Thus, there is no trademark infringement if the public does not expect the plaintiff to make or sell the same class of goods as those made or sold by the defendant.

In resolving whether goods are related, several factors come into play:

(a)
the business (and its location) to which the goods belong


(b)
the class of product to which the goods belong


(c)
the product's quality, quantity, or size, including the nature of the package, wrapper or container


(d)
the nature and cost of the articles


(e)
the descriptive properties, physical attributes or essential characteristics with reference to their form, composition, texture or quality


(f)
the purpose of the goods


(g)
whether the article is bought for immediate consumption, that is, day-to-day household items


(h)
the fields of manufacture


(i)
the conditions under which the article is usually purchased and


j)
the channels of trade through which the goods flow, how they are distributed, marketed, displayed and sold.

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.[132] (Emphasis supplied)
Indeed, a comprehensive examination of all these factors is needed to ensure that pronouncements on legal relatedness are not based on skewed factual premises, especially since relatedness of goods/services significantly impacts the finding of likelihood of confusion as mentioned above.

Too, because of the importance of relatedness of goods/services in deciding controversies involving the issue of likelihood of confusion of marks, the Court en banc takes a closer look at one factor inconsistent with our laws and creates problems with making precedents on legal relatedness.

As astutely explained by Chief Justice Diosdado M. Peralta,[133] the NCL serves purely administrative purposes - merely a way for trademark offices worldwide to organize the thousands of applications that are filed - and the classification of products/services should not have been included as one of the factors in determining relatedness because there was no legal basis for its inclusion. In fact, it even contradicts specific provisions of the Trademark Law[134] and the IP Code.[135] The use of classification of products/services in determining relatedness also conflicts with a provision of the 2020 Revised Rules of Procedure for Intellectual Property Rights Cases,[136] viz.:
SECTION 6. Likelihood of Confusion; Determination of Related Goods or Services. - Goods or services may not be considered as being similar or dissimilar to each other on the ground that, in any registration or publication by the Office, they appear in the same or different classes of the Nice Classification.
Allowing this factor to remain as a criterion in determining legal relatedness would not be merely inconsequential. In fact, it may even create problems in jurisprudential precedents on legal relatedness due to the principle of stare decisis.

The Classes in the NCL undergo several changes each year. To illustrate, the Alphabetical List of Goods in Class 9 underwent several changes in 2017,[137] 2018,[138] 2019,[139] and 2020.[140] Significantly, "socks, electrically heated" was changed from being a Class 9 product to a Class 11 product in 2017, showing that the classification of the specific goods per class is still subject to change. Surely, jurisprudential pronouncements regarding the nature of certain goods/services and their legal relatedness/non­ relatedness to each other-which pronouncements would, in turn, effectively affect substantive rights over marks and affect future cases involving the same goods or services-should not be made to depend on a constantly changing list.

Considering the foregoing discussion, the Court hereby abandons the use of product or service classification as a factor in determining relatedness or non-relatedness.

In this light, the inapplicability of the Taiwan Kolin case as precedent in the instant controversy becomes all the more apparent because it did not comprehensively consider all the jurisprudential factors in determining relatedness and it included an inapposite discussion on subcategories in the NCL as an additional rationale for its conclusion on non-relatedness.

Based on the evidence on record and reasonable inferences in accord with common experience, the factors to determine relatedness in Mighty Corporation yields the conclusion that the goods covered by Normal 0 false false false EN-US X-NONE X-NONE KOLIN and kolin are related, as seen in the following table:
(d) the nature and cost of the articles
Goods covered by Normal 0 false false false EN-US X-NONE X-NONE KOLIN and kolin are electronic m nature, relatively expensive, and rarely bought. It will likely take several years before consumers would make repeat purchases of the goods involved.
(e) the descriptive properties, physical attributes or essential characteristics with reference to their form, composition, texture or quality
Considering that they are electronic goods, goods covered by Normal 0 false false false EN-US X-NONE X-NONE KOLIN and kolin are likely made of metal. It is also likely that such goods cannot be easily carried around and are usually brought back to the consumer's place after being bought.
(f) the purpose of the goods
The audiovisual goods covered by kolin (Television and DVD players) and Normal 0 false false false EN-US X-NONE X-NONE KOLIN (stereo booster) marks can be used for entertainment purposes.
(g) whether the article is bought for immediate consumption, that is, day-to-day household items
Goods covered by Normal 0 false false false EN-US X-NONE X-NONE KOLIN and kolin are not bought for immediate consumption.
(i) the conditions under which the article is usually purchased, and
Because they are relatively expensive and they last for a long time, goods covered by KOLIN and kolin are rarely bought. They are non-essential goods.
(j) the channels of trade through which the goods flow, how they are distributed, marketed, displayed and sold.
The goods covered by Normal 0 false false false EN-US X-NONE X-NONE KOLIN and kolin marks will likely be offered in "the same channels of trade such as department stores or appliance stores".[141]
Clearly, the goods covered by Normal 0 false false false EN-US X-NONE X-NONE KOLIN and kolin are related, and this legal relatedness significantly impacts a finding of likelihood of confusion.

In addition to the factors in Mighty Corporation, another ground for finding relatedness of goods/services is their complementarity.

The reasoning used in the case of Hewlett-Packard Development Company, L.P. v. Vudu, Inc.[142] is also logical and persuasive. In said case, the opposer Hewlett-Packard registered its "VOODOO" mark for, inter alia, "personal and gaming computers" under Class 9. Meanwhile, Vudu, Inc. sought to register its "VUDU" mark for, inter alia, "computer software for use in computers for the transmission, storage and playback of audio and video content" also under Class 9. The tribunal therein pointed out that "the goods of the parties may be used together for the same purposes, may be found in the same channels of trade, and may appeal to the same purchasers. x x x [B]y their descriptions, [VUDU's] particular type of software for computers and [Hewlett-Packard's] personal and gaming computers are complementary goods", thus, it granted Hewlett-Packard's opposition of the "VUDU" mark based on the finding that the goods under Class 9 covered by the marks are related and confusion is likely.[143]

Applying this reasoning to the herein dispute, it is clear that the goods covered by KECI's KOLIN are complementary to the goods covered by KPII's kolin and could thus be considered as related. This increases the likelihood that consumers will at least think that the goods come from the same source. In other words, confusion of business will likely arise.

C. Actual Confusion

The IPO-BLA stated that there is already actual confusion among consumers regarding the goods of KECI and KPII:
More so, [KECPs] evidence consisting of various e-mails x x x it received from public consumers reflecting their complaints, concerns, and other information about [KPII's] goods as televisions, air-conditioning units and DVD players, are obvious showing of actual confusion of goods as well as confusion as to origin or source [of] goods. These reveal factual confusion of the buying public between the marks in controversy.[144]
The presence of actual confusion is not an insignificant circumstance. Indeed, the evidence of actual confusion is often considered the most persuasive evidence of likelihood of confusion because past confusion is frequently a strong indicator of future confusion.[145]

It is the Court's considered view that evidence of actual confusion should be considered as strong evidence of likelihood of confusion, especially when there are concurrent findings of resemblance of marks and/or relatedness of the goods/services. If "likelihood of confusion" is already abhorred by the infringement provisions[146] of the law and the evidence of likelihood of confusion already creates basis to prevent another's use of its mark, it should logically follow that actual confusion should be given more weight because confusion among consumers is not only speculated but has actually transpired.

Parenthetically, the presence of this criterion in ascertaining the existence of likelihood of confusion in the multifactor test is yet another reason why the Taiwan Kolin case should not be held as a binding precedent here. In the Taiwan Kolin case, while there was evidence of actual confusion presented in the IPO-BLA,[147] this was ultimately not considered in resolving the issue of likelihood of confusion.

D. Normal Potential Expansion of Business

The factor involving the "likelihood that the plaintiff will bridge the gap" pertains to the possibility that the plaintiff will expand its product offerings to cover the product areas of the defendant.[148]

In the case of Dermaline, Inc. v. Myra Pharmaceuticals, Inc.,[149] the Court already acknowledged "that the registered trademark owner enjoys protection in product and market areas that are the normal potential expansion of his business."[150] As well, Societe Des Produits Nestle, S.A. v. Dy, Jr.[151] describes the scope of protection given to registrants as follows:
The scope of protection afforded to registered trademark owners is not limited to protection from infringers with identical goods. The scope of protection extends to protection from infringers with related goods, and to market areas that are the normal expansion of business of the registered trademark owners. x x x[152] (Emphasis supplied)
As stated above, the goods covered by Normal 0 false false false EN-US X-NONE X-NONE KOLIN and kolin are related. Therefore, it is likely that the goods covered by kolin falls within the normal potential expansion of business of KECI.

E. Sophistication of the buyers

As stated in Philip Morris, Inc. v. Fortune Tobacco Corporation,[153] "the general impression of the ordinary purchaser, buying under the normally prevalent conditions in trade and giving the attention such purchasers usually give in buying that class of goods, is the touchstone."[154]

The goods covered by Normal 0 false false false EN-US X-NONE X-NONE KOLIN and kolin are not inexpensive goods and consumers may pay more attention in buying these goods. However, this does not eliminate the possibility of confusion, especially since most consumers likely do not frequently purchase Automatic Voltage Regulators, stereo boosters, TV sets, DVD players, etc. Unless they have jobs or hobbies that allow them to frequently purchase these electronic products, it is not farfetched to suppose that they may only encounter the marks in the marketplace itself once they are about to buy said goods once every five years or so.

Consequently, while consumers may concededly be familiar with these goods to some extent, such familiarity will likely not be an intimate knowledge thereof associated with the frequent and repeated purchase of said goods.

It is not difficult to imagine that ordinary purchasers looking to buy a home entertainment set for their homes would likely not know that the "XYZ" - branded stereo boosters and the "XYZ" - branded televisions they encounter in the store are offered by different companies. If the consumer happens to like the "XYZ" brand for the stereo boosters after seeing it for the first time, said consumer will most likely associate it with the "XYZ" brand for television set and vice versa, especially since these goods are complementary to each other.

Even if sophisticated consumers are making a repeat purchase years after they first bought a "KOLIN" product, confusion is still possible because of the degree of similarity of the subject marks. As mentioned above, KECI's Normal 0 false false false EN-US X-NONE X-NONE KOLIN mark is a word mark. Stated simply, the goodwill over the products will likely be associated with the "KOLIN" word among consumers' minds, regardless of their sophistication. Thus, these consumers who prefer KECI's products will likely go into stores asking and looking for the "KOLIN" brand, regardless of its stylization or additional figurative features. If they happen to see KPII's "KOLIN" - branded products, they may not readily know that the products come from another source and mistakenly purchase those products thinking that these products are from KECL Any perceived visual differences between KECI's and KPII's "KOLIN" mark will likely be disregarded, especially considering that it is not unusual for companies to rebrand and overhaul their "brand image", including their logos, every so often.

Ultimately, there is no need to speculate and imagine how an average consumer would think and act in this hypothetical situation because, as discussed, there is actual proof of confusion among consumers between the Normal 0 false false false EN-US X-NONE X-NONE KOLIN and kolin goods.[155] It is clear that consumers have actually associated KPII's "KOLIN" - branded products with KECI's business. To be sure, that consumers have complained about KPII's products and associated the quality of such products with KECI's business shows that the concurrent use of "KOLIN" by KPII had already unfairly smeared KECI's goodwill and reputation over its products.

F. Strength of the Mark

The factor on "strength of plaintiffs mark" pertains to the degree of distinctiveness of marks,[156] which can be divided into five categories[157] enumerated in decreasing order of strength below:

1)
Coined or fanciful marks - invented words or signs that have no real meaning (e.g., Google, Kodak). These marks are the strongest and have the greatest chance of being registered.


2)
Arbitrary marks[158] - words that have a meaning but have no logical relation to a product (e.g., SUNNY as a mark covering mobile phones, APPLE in relation to computers/phones).


3)
Suggestive marks[159] - marks that hint at the nature, quality or attributes of the product, without describing these attributes (e.g., SUNNY for lamps, which would hint that the product will bring light to homes). If not considered as bordering on descriptive, this may be allowed.


4)
Descriptive marks[160] - describe the feature of the product such as quality, type, efficacy, use, shape, etc. The registration of descriptive marks is generally not allowed under the IP Code.[161]


5)
Generic marks[162] - words or signs that name the species or object to which they apply (e.g., CHAIR in relation to chairs). They are not eligible for protection as marks under the IP Code.[163]

KECI's Normal 0 false false false EN-US X-NONE X-NONE KOLIN mark is a fanciful or coined mark. Considering that it is highly distinctive, confusion would be likely if someone else were to be allowed to concurrently use such mark in commerce.

G. Bad Faith

The discussion of bad faith in the case of Zuneca Pharmaceutical v. Natrapharm, Inc.[164] is instructive:
The concepts of bad faith and fraud were defined in Mustang­Bekleidungswerke GmbH + Co. KG v. Hung Chiu Ming, a case decided by the Office of the Director General of the IPO under the Trademark Law, as amended, viz.:
What constitutes fraud or bad faith in trademark registration? Bad faith means that the applicant or registrant has knowledge of prior creation, use and/or registration by another of an identical or similar trademark. In other words, it is copying and using somebody else's trademark. Fraud, on the other hand, may be committed by making false claims in connection with the trademark application and registration, particularly on the issues of origin, ownership, and use of the trademark in question among other things.
The concept of 'fraud contemplated above is not a mere inaccurate claim as to the origin, ownership, and use of the trademark. In civil law, the concept of fraud has been defined as the deliberate intention to cause damage or prejudice. The same principle applies in the context of trademark registrations: fraud is intentionally making false claims to take advantage of another's goodwill thereby causing damage or prejudice to another. Indeed, the concepts of bad faith and fraud go hand-in-hand in this context. There is no distinction between the concepts of bad faith and fraud in trademark registrations because the existence of one necessarily presupposes the existence of the other.[165] (Emphasis supplied)
To recall, the KECI ownership case, promulgated on July 31, 2006, ruled that KECI is the owner of the Normal 0 false false false EN-US X-NONE X-NONE KOLIN mark under the Trademark Law, despite TKC's opposition that confusion is likely because it had foreign registrations for "KOLIN" and a local trademark application for Normal 0 false false false EN-US X-NONE X-NONE KOLIN. Thereafter, KPII (TKC's affiliate) filed a trademark application for kolin covering the same goods.

While KECI had squarely alleged the issue of KPII's bad faith,[166] there was no explicit finding of bad faith on the part of KPII in the decisions of the IPO-BLA, IPO-DG, and the CA. After an examination of the records, however, the Court finds that circumstances in this case would lead a reasonable mind to conclude that KPII knew about KECI's Normal 0 false false false EN-US X-NONE X-NONE KOLIN registration when it made a trademark application for kolin.

First, there was a factual finding by the IPO-BLA that KPII is an instrumentality of TKC and TKC directly participates in the management, supervision, and control of KPII, viz:
An exhaustive scrutiny of the records of the case convince[s] this Bureau to concur with the position of [KECI] that indeed, [KPII] is an instrumentality of [TKC]. [KECI] presented substantial evidence that [KPII] is effectively under the management, supervision and control of [TKC] manifested through the assignment of five (5) persons to the financial and plant operations x x x; [TKC's] admission of its direct participation in the management, supervision and control of [KPII] x x x; [TKC's] majority ownership of stocks in [KPII] x x x; and the maintenance of one website of both companies and the admission to the same x x x.[167] (Emphasis supplied)
Second, as found by the CA,[168] KPII was authorized by TKC to use the "KOLIN" mark.

Third, KPII filed a trademark application for kolin barely two months after KECI was declared as the owner of the Normal 0 false false false EN-US X-NONE X-NONE KOLIN mark.

Fourth, KECI and KPII may be considered as being in the same line of business and it would have been highly improbable that KPII did not know an existing Normal 0 false false false EN-US X-NONE X-NONE KOLIN mark owned by KECI, especially since it is an affiliate of TKC. Notably, in the case of Birkenstock Orthopaedie GmbH and Co. KG v. Phil. Shoe Expo Marketing Corp.,[169] the Court agreed with the IPO's finding that the party was in bad faith because it was in the same line of business and it was highly improbable for it to not know of the existence of BIRKENSTOCK before it appropriated and registered this "highly distinct" mark.[170]

Thus, there exists relevant evidence and factual findings that a reasonable mind might accept as adequate to support the conclusion that KPII was in bad faith.

To summarize the above discussion: (1) there is resemblance between KECI's Normal 0 false false false EN-US X-NONE X-NONE KOLIN and KPII's kolin marks; (2) the goods covered by KECI's Normal 0 false false false EN-US X-NONE X-NONE KOLIN are related to the goods covered by KPII's kolin; (3) there is evidence of actual confusion between the two marks; (4) the goods covered by KPII's kolin fall within the normal potential expansion of business of KECI; (5) sophistication of buyers is not enough to eliminate confusion; (6) KPII's adoption of KECI's coined and fanciful mark would greatly contribute to likelihood of confusion; and (7) KPII applied for kolin in bad faith. Thus, KPII's application for kolin should be denied because it would cause likelihood of confusion and KECI's rights would be damaged.

* * *

It must also be stressed that KECI was already declared as the owner of the Normal 0 false false false EN-US X-NONE X-NONE KOLIN mark under the Trademark Law. Section 236[171] of the IP Code states that nothing in the IP Code - which, as mentioned, logically includes registrations made pursuant thereto - shall adversely affect the rights of the enforcement of marks acquired in good faith prior to the effective date of said law.

As seen above, the existence of likelihood of confusion is already considered as damage that would be sufficient to sustain the opposition and rejection of KPII's trademark application. More than that, however, the Court is likewise cognizant that, by granting this registration, KPII would acquire exclusive rights over the stylized version of KOLIN ("kolin") for a range of goods/services,[172] i.e., covered goods, related goods/services, goods/services falling within the normal potential expansion of KPII's business. Owing to the peculiar circumstances of this case, this will effectively amount to a curtailment of KECI's right to freely use and enforce the KOLIN word mark, or any stylized version thereof, for its own range of goods/services, especially against KPII, regardless of the existence of actual confusion. Thus, based on Section 122[173] vis-a-vis Section 236[174] of the IP Code, the Court cannot give due course to KPII's trademark application for "kolin".

WHEREFORE, premises considered, the instant Petition is GRANTED. The assailed Decision dated April 29, 2016 and Resolution dated November 4, 2016 of the Court of Appeals in CA-G.R. SP No. 131917 are REVERSED and SET ASIDE. Accordingly, the Decision of the Office of the Director General of the Intellectual Property Office in IPC No. 14-2007-00167 is REINSTATED and AFFIRMED.

Consequently, the Trademark Application Serial No. 4-2006-010021 for kolin filed by respondent Kolin Philippines International, Inc. under Class 9 for "Television and DVD players" is REJECTED.

SO ORDERED.

Peralta, C. J., Gesmundo, Hernando, Carandang, Lazaro-Javier, Inting, Zalameda, Delos Santos, Gaerlan, Rosario, and J. Lopez, JJ., concur.
Perlas-Bernabe, J., Please see separate concurring opinion.
Leonen, J., I concur. See separate opinion.
M. Lopez, J., Please see separate opinion.



NOTICE OF JUDGMENT

Sirs/Mesdames:

Please take notice that on February 9, 2021 a Decision, copy attached herewith, was rendered by the Supreme Court in the above-entitled case, the original of which was received by this Office on June 8, 2021 at 1:45 p.m.



Very truly yours,



EDGAR O. ARICHETA
 
Clerk of Court
   
  By:
   
 
(SGD.) ANNA-LI R. PAPA-GOMBIO
 
Deputy Clerk of Court En Banc



[1] Rollo, pp. 9-28A.

[2] Id. at 30-47. Penned by Associate Justice Victoria Isabel A. Paredes and concurred in by Associate Justices Francisco P. Acosta and Elihu A. Ybañez.

[3] Also appears as Appeal Case No. 14-09-64 in some part of the rollo.

[4] Rollo, pp. 49-50.

[5] Id. at 79.

[6] Id.

[7] Id.

[8] See <https://www3.wipo.int/branddb/ph/en/showData.jsp?ID=PHTM.41996106310>.

[9] Rollo, p. 119. N.B.: Since the goods fell under Classes 9, 11, and 21, the trademark examiner required TKC to elect one class of goods for the subject application. Eventually, IPO-DG allowed the registration of Trademark Application No. 4-1996-106310 for Class 9 goods limited to "television and DVD player".

[10] Id. at 55.

[11] Id. at 80.

[12] Id. at 54-64.

[13] Id. at 65, 81.

[14] Id. at 58.

[15] Id. The relevant excerpt of page 5 of the IPO-BLA decision reads: "Considering that the marks under contention are the same or almost identical, the main issue to be resolved in this case is, WHO BETWEEN THE PARTIES IS THE PRIOR ADOPTER AND USER OF THE TRADEMARK "KOLIN" AND THEREFORE, ENTITLED TO ITS REGISTRATION." (Emphasis supplied; emphasis in the original omitted)

[16] Id. at 62. Emphasis and underscoring omitted.

[17] Id. at 65-77. IPO-DG Decision on Appeal No. 14-03-24, Inter Partes Case No. 14-1998-00050; penned by IPO Director General Emma C. Francisco.

[18] Id. at 77, 83-84.

[19] Id. at 84-85.

[20] Id. at 85.

[21] Id.

[22] Id. at 78-102. Penned by Associate Justice Amelita G. Tolentino and concurred in by Associate Justices Portia Aliño Hormachuelos and Santiago Javier Ranada.

[23] Republic Act (R.A.) No. 166, AN ACT TO PROVIDE FOR THE REGISTRATION AND PROTECTION OF TRADE-MARKS, TRADE-NAMES AND SERVICE MARKS, DEFINING UNFAIR COMPETITION AND FALSE MARKING AND PROVIDING REMEDIES AGAINST THE SAME, AND FOR OTHER PURPOSES (1947), as amended.

[24] Rollo, p. 92.

[25] Id. at 95.

[26] Id.

[27] Id. at 87.

[28] N.B.: TKC's Trademark Registration Certificate was issued in Taiwan on December 1, 1986 but the same had expired on September 15, 1996; see id. at 99.

[29] Rollo, pp. 96-97.

[30] Id. at 95.

[31] R.A. No. 8293, AN ACT PRESCRIBING THE INTELLECTUAL PROPERTY CODE AND ESTABLISHING THE INTELLECTUAL PROPERTY OFFICE, PROVIDING FOR ITS POWERS AND FUNCTIONS, AND FOR OTHER PURPOSES (1997).

[32] Rollo, p. 99.

[33] Id. at 101-102.

[34] See id. at 103.

[35] Id.

[36] Id.

[37] G.R. No. 209843, March 25, 2015, 754 SCRA 556. Penned by Associate Justice Presbitero J. Velasco, Jr. and concurred in by Associate Justices Diosdado M. Peralta, Martin S. Villarama, Jr., Bienvenido L. Reyes and Francis H. Jardeleza.

[38] N.B. The opposition proceedings where the KECI ownership case stemmed from.

[39] Id.; see IPO-DG Decision on Opposition to Trademark Application No. 4-1996-106310, p. 1, available at <http://121.58.254.45/ipcaselibrary/ipcasepdf/AP_IPC_14-2009-000027_Decision.pdf>.

[40] Id.; id.

[41] Id.; id.

[42] Id.; id.

[43] Id. at 120; id. at 2.

[44] Id.; id.

[45] Id.; id.

[46] N.B.: This is the date stated in the Taiwan Kolin case, supra note 37, at 559. However, the IPO-BLA decision, IPO-DG decision, and CA decision state that the opposition was filed on July 17, 2006.

[47] Registered on November 23, 2003; covered by Application No. 4-1993-087497, rollo, p. 52. See also <https://www3.wipo.int/branddb/ph/en/showData.jsp?ID=PHTM.41993087497>for details regarding the mark.

[48] Rollo, p. 121; see IPO-DG Decision on Opposition to Trademark Application No. 4-1996-106310, supra note 39, at 3.

[49] Id. at 105-118. Penned by IPO-BLA Director Estrellita Beltran-Abelardo. See IPO-BLA Decision available at <http://121.58.254.45/ipcaselibrary/ipcasepdf/IPC 14-2006-00096.pdf>.

[50] Id. at 122; see page 4 of IPO-DG Decision on Opposition to Trademark Application No. 4-1996-106310, supra note 39, at 4.

[51] Id. at 123; id. at 5.

[52] Id. at 119-126. Penned by IPO Djrector General Ricardo R. Blancaflor. See IPO-DG Decision on Opposition to Trademark Application No. 4-1996-106310, supra note 39.

[53] Id. at 126; see id. at 8.

[54] Rollo, pp. 127-139. Penned by Associate Justice Pedro B. Corales and concurred in by Associate Justices Sesinando E. Villon and Fiorito S. Macalino.

[55] Id. at 138.

[56] Id. at 135.

[57] Id.

[58] Id. at 138.

[59] Id.

[60] Id. at 52; see also <https://www3.wipo.int/branddb/ph/en/showData.jsp?ID=PHTM.41993087497>.

[61] See <https://www3.wipo.int/branddb/ph/en/showData.jsp?ID=PHTM.41996106310>.

[62] See <https://www3.wipo.int/branddb/ph/en/showData.jsp?ID=PHTM.42002011002>.

[63] See rollo, pp. 114-115; see also IPO-BLA Decision, supra note 49, at 10-11; rollo, p. 119; IPO-DG Decision on Opposition to Trademark Application No. 4-1996-106310, supra note 39, at 1.

[64] N.B.: This "revival" was alleged by TKC in its Answer according to page 3 of the IPO-DG Decision on Opposition to Trademark Application No. 4-1996-106310, id. at 121; id. at 3.

[65] G.R. No. 154342, July 14, 2004, 434 SCRA 473.

[66] Taiwan Kolin case, supra note 37, at 565-567.

[67] Id. at 567.

[68] Id. at 570.

[69] Id. at 571.

[70] See id. at 574.

[71] G.R. No. 100098, December 29, 1995,251 SCRA 600.

[72] Id. at 617.

[73] Taiwan Kolin case, supra note 37, at 577.

[74] Rollo, p. 31.

[75] Id. at 273.

[76] Id. at 158; IPO-BLA Decision on Opposition to Trademark Application No. 4-2006-010021, p. 4, also available at <http://121.58.254.45/ipcaselibrary/ipcasepdf/IPC 14-2007-00167.pdf>.

[77] Id. at 161-162; id. at 7-8.

[78] Id. 162; id. at 8.

[79] Id.; id.

[80] See <https://www3.wipo.int/branddb/ph/en/showData.jsp?ID=PHTM.41993087497>.

[81] See <https://www3.wipo.int/branddb/ph/en/showData.isp?ID=PHTM.42006010021>.

[82] Rollo, pp. 155-170. Penned by BLA Director Estrellita Beltran-Abelardo. IPO-BLA Decision on Opposition to Trademark Application No. 4-2006-010021, supra note 76.

[83] Id. at 167; id. at 13.

[84] See id. at 167-168; id. at 13-14.

[85] Id. at 169; id. at 15.

[86] Id. at 170; id. at 16.

[87] Id. at 172-178. Penned by Director General Ricardo R. Blancaflor. IPO-DG Decision on Opposition to Trademark Application No. 4-2006-010021, also available at <http://121.58.254.45/ipcaselibrary/ipcasepdf/AP_IPC14-09-64.pdf>.

[88] Id. at 178; id. at 7.

[89] Id. at 30-47.

[90] Id. at 35-44.

[91] Id. at 44.

[92] Id. at 46.

[93] Id. at 271-278.

[94] Id. at 281-290.

[95] Id. at 44.

[96] Id. at 45-46.

[97] G.R. No. 209116, January 14, 2019, 890 SCRA 278.

[98] Id. at 286-287.

[99] Id. at 288.

[100] Perez v. Court of Appeals, G.R. No. 157616, July 22, 2005, 464 SCRA 89, 108-109.

[101] See IP CODE, SECTION 134. Opposition. - Any person who believes that he would be damaged by the registration of a mark may, upon payment of the required fee and within thirty (30) days after the publication referred to in Subsection 133.2, file with the Office an opposition to the application. Such opposition shall be in writing and verified by the oppositor or by any person on his behalf who knows the facts, and shall specify the grounds on which it is based and include a statement of the facts relied upon. Copies of certificates of registration of marks registered in other countries or other supporting documents mentioned in the opposition shall be filed therewith, together with the translation in English, if not in the English language. For good cause shown and upon payment of the required surcharge, the time for filing an opposition may be extended by the Director of Legal Affairs, who shall notify the applicant of such extension. The Regulations shall fix the maximum period of time within which to file the opposition. (Sec. 8, R.A. No. 165a) (Underscoring supplied)

[102] Id., SECTION 147. Rights Conferred. - 147.1. The owner of a registered mark shall have the exclusive right to prevent all third parties not having the owner's consent from using in the course of trade identical or similar signs or containers for goods or services which are identical or similar to those in respect of which the trademark is registered where such use would result in a likelihood of confusion. In case of the use of an identical sign for identical goods or services, a likelihood of confusion shall be presumed.

[103] See Societe Des Produits Nestle, S.A. v. Dy, Jr., G.R. No. 172276, August 9, 2010, 627 SCRA 223, 242: "The scope of protection afforded to registered trademark owners is not limited to protection from infringers with identical goods. The scope of protection extends to protection from infringers with related goods, and to market areas that are the normal expansion of business of the registered trademark owners." (Emphasis supplied)

[104] IP CODE, SECTION 236. Preservation of Existing Rights. Nothing herein shall adversely affect the rights on the enforcement of rights in patents, utility models, industrial designs, marks and works, acquired in good faith prior to the effective date of this Act. (n)

[105] Separate Concurring Opinion of Senior Associate Justice Estela M. Perlas-Bernabe, pp. 6-11.

[106] See IPOPHL Memorandum Circular No. 17-010, RULES AND REGULATIONS ON TRADEMARKS, SERVICE MARKS, TRADE NAMES AND MARKED OR STAMPED CONTAINERS, Rule 402 which reads:
RULE 402. Reproduction of the Mark. - x x x

In the case of word marks or if no special characteristics have to be shown, such as design, style of lettering, color, diacritical marks, or unusual forms of punctuation, the mark must be represented in standard characters. The specification of the mark to be reproduced will be indicated in the application form and/or published on the website.

x x x x (Emphasis supplied)
[107] Supra note 61.

[108] Supra note 62.

[109] Rollo, p. 46.

[110] Separate Concurring Opinion of Senior Associate Justice Estela M. Perlas-Bernabe, p. 6.

[111] Rollo, p. 20.

[112] Mighty Corp. v. E. & J. Gallo Winery, supra note 65, at 504. The relevant excerpt reads:
x x x The first is "confusion of goods" when an otherwise prudent purchaser is induced to purchase one product in the belief that he is purchasing another, in which case defendant's goods are then bought as the plaintiffs and its poor quality reflects badly on the plaintiffs reputation. The other is "confusion of business" wherein the goods of the parties are different but the defendant's product can reasonably (though mistakenly) be assumed to originate from the plaintiff, thus deceiving the public into believing that there is some connection between the plaintiff and defendant which, in fact, does not exist. (Emphasis supplied)
[113] See A.M. No. 10-3-10-SC, RULES OF PROCEDURE FOR INTELLECTUAL PROPERTY RIGHTS CASES (October 18, 2011), Rule 18, Sec. 4 and A.M. No. 10-3-10-SC, 2020 REVISED RULES OF PROCEDURE FOR INTELLECTUAL PROPERTY RIGHTS CASES (October 6, 2020), Rule 18, Sec. 5.

[114] TRADEMARK LAW, as amended, SECTION 4. Registration of trade-marks, trade-names and service­marks on the principal register. There is hereby established a register of trade-mark[s], trade-names and service-marks which shall be known as the principal register. The owner of a trade-mark, a trade­name or service-mark used to distinguish his goods, business or services from the goods, business or services of others shall have the right to register the same on the principal register, unless it:

x x x x

(d) Consists of or comprises a mark or trade-name which so resembles a mark or trade­name registered in the Philippines or a mark or trade-name previously used in the Philippines by another and not abandoned, as to be likely, when applied to or used in connection with the goods, business or services of the applicant, to cause confusion or mistake or to deceive purchasers x x x[.]

x x x x

SECTION 22. Infringement, What Constitute's. Any person who shal1 use, without the consent of the registrant, any reproduction, counterfeit, copy or colorable imitation of any registered mark or trade-name in connection with the sale, offering for sale, or advertising of any goods, business or services on or in connection with which such use is likely to cause confusion or mistake or to deceive purchasers or others as to the source or origin of such goods or services, or identity of such business; or reproduce, counterfeit, copy or colorably imitate any such mark or trade-name and apply such reproduction, counterfeit, copy, or colorable imitation to labels, signs, prints, packages, wrappers, receptacles or advertisements intended to be used upon or in connection with such goods, business or services, shall be liable to a civil action by the registrant for any or all of the remedies herein provided. (Emphasis and underscoring supplied)

[115] IP CODE, SECTION 123. Registrability. 123.1. A mark cannot be registered if it:
x x x x 
  
(d)  Is identical with a registered mark belonging to a different proprietor or a mark with an earlier filing or priority date, in respect of:

 (i)The same goods or services, or

 (ii)Closely related goods or services, or

 (iii)If it nearly resembles such a mark as to be likely to deceive or cause confusion[.]
   
 x x x x
SECTION 155. Remedies; Infringement. - Any person who shall, without the consent of the owner of the registered mark:

155.1. Use in commerce any reproduction, counterfeit, copy, or colorable imitation of a registered mark or the same container or a dominant feature thereof in connection with the sale, offering for sale, distribution, advertising of any goods or services including other preparatory steps necessary to carry out the sale of any goods or services on or in connection with which such use is likely to cause confusion, or to cause mistake, or to deceive; or

155.2. Reproduce, counterfeit, copy or colorably imitate a registered mark or a dominant feature thereof and apply such reproduction, counterfeit, copy or colorable imitation to labels, signs, prints, packages, wrappers, receptacles or advertisements intended to be used in commerce upon or in connection with the sale, offering for sale, distribution, or advertising of goods or services on or in connection with which such use is likely to cause confusion, or to cause mistake, or to deceive, shall be liable in a civil action for infringement by the registrant for the remedies hereinafter set forth: Provided, That the infringement takes place at the moment any of the acts stated in Subsection 155.1 or this subsection are committed regardless of whether there is actual sale of goods or services using the infringing material. (Sec. 22, R.A. No. 166a) (Emphasis and underscoring supplied)

[116] Mighty Corporation v. E. & J. Gallo Winery, supra note 65, at 506-507.

[117] Separate Concurring Opinion of Associate Justice Marvic M.V.F. Leonen, pp. 16-19.

[118] Id. at 19-20.

[119] Id. at 20-21.

[120] "Irrespective of both tests, the Court finds no confusing similarity between the subject marks." (Great White Shark Enterprises, Inc. v. Caralde, Jr., G.R. No. 192294, November 21, 2012, 686 SCRA 201, 208.)

[121] G.R. No. 143993, August 18, 2004, 437 SCRA 10.

[122] Id. at 32-33.

[123] Record of the Senate, October 8, 1996, Vol. II, No. 29, pp. 131-135.

[124] Separate Concurring Opinion of Associate Justice Marvic M.V.F. Leonen, p. 22.

[125] See Societe Des Produits Nestle, S.A. v. Court of Appeals, G.R. No. 112012, April 4, 2001, 356 SCRA 207, 221, which states that: "the dominancy test relies not only on the visual but also on the aural and connotative comparisons and overall impressions between the two trademarks."

[126] Supra note 103.

[127] Id. at 627.

[128] See <https://www.ipophil.gov.ph/help-and-support/trademark/> under the tab "What types of marks may be registered as a trademark in the Philippines?".

[129] See W Land Holdings, Inc. v. Starwood Hotels and Resorts Worldwide, Inc., G.R. No. 222366, December 4, 2017, 847 SCRA 403, 432.

[130] 222 F. 3d 943, 55 USPQ2d 1842 (Fed. Cir. 2000).

[131] Id. at 949-950.

[132] Mighty Corporation v. E. & J. Gallo Winery, supra note 65, at 509-511.

[133] Concurring Opinion of Chief Justice Diosdado M. Peralta, pp. 3-7.

[134] See TRADEMARK LAW, Sec. 6.

[135] See IP CODE, Sec. 144.

[136] Supra note 113.

[137] See <https://www.wipo.int/classifications/nice/nclpub/en/fr/?class_number=9&lang=en&menulang=en&mode=flat¬ion=modifications&version=20170101> N.B.: The list of modifications shows 42 changes, transfers, and additions in the Alphabetical List of Goods.

[138] See <https://www.wipo.int/classifications/nice/nclpub/en/fr/?class_number=9&lang=en&menulang=en&mode=flat¬ion=modifications&version=20180101> N.B.: The list of modifications shows 39 changes and additions in the Alphabetical List of Goods.

[139] See <https://www.wipo.int/classifications/nice/nclpub/en/fr/?class_number=9&lang=en&menulang=en&mode=flat¬ion=modifications&version=20190101> N.B.: The list of modifications shows that the class headings and explanatory notes were changed. The list of modifications also indicates 33 changes and additions in the Alphabetical List of Goods.

[140] See <https://www.wipo.int/classifications/nice/nclpub/en/fr/?class_number=9&lang=en&menulang=en&mode=flat¬ion=modifications&version=20200101> N.B.: The list of modifications shows 15 changes/ additions in the Alphabetical List of Goods.

[141] Rollo, p. 167.

[142] Opposition No. 91185393, October 26, 2009, available at <https://ttabvue.uspto.gov/ttabvue/ttabvue-91185393-OPP-15.pdf>.

[143] Id.

[144] Rollo, pp. 167-168.

[145] Beacon Mut. Ins. Co. v. Onebeacon Ins. Group, 376 F.3d 8, 18 (2004).

[146] See TRADEMARK LAW, as amended, Sec. 22 and IP CODE, Sec. 155.

[147] Supra note 37, at 562. Excerpt from the Taiwan Kolin case: "The BLA-IPO also noted that there was proof of actual confusion in the form of consumers writing numerous e-mails to respondent asking for information, service, and complaints about petitioner's products." (Emphasis supplied)

[148] See Christensen, Glenn L.; De Rosia, Eric D.; and Lee, Thomas R., Sophistication, Bridging the Gap, and the Likelihood of Confusion: An Empirical and Theoretical Analysis, (2008). All Faculty Publications, available at <https://scholarsarchive.byu.edu/cgi/viewcontent.cgi?article=l914&context=facpub>.

[149] G.R. No. 190065, August 16, 2010, 628 SCRA 356. Second Division case penned by Associate Justice Antonio Eduardo B. Nachura and concurred in by Associate Justices Antonio T. Carpio, Diosdado M. Peralta, Roberto A. Abad and Jose C. Mendoza.

[150] Id. at 367. Emphasis supplied.

[151] Supra note 103.

[152] Id. at 242.

[153] G.R. No. 158589, June 27, 2006, 493 SCRA 333.

[154] Id. at 358. Emphasis and underscoring supplied.

[155] See rollo, pp. 167-168. The relevant excerpt reads: "More so, [KECI's] evidence consisting of various e-mails x x x it received from public consumers reflecting their complaints, concerns, and other information about [KPII's] goods as televisions, air-conditioning units and DVD players, are obvious showing of actual confusion of goods as well as confusion as to origin or source [of] goods. These reveal factual confusion of the buying public between the marks in controversy."

[156] See Greene, Timothy D. and Wilkerson Jeff; Understanding Trademark Strength, 16 STAN. TECH. L. REV. 535 (2013), accessed at <https://cyberlaw.stanford.edu/files/publication/files/understandingtrademarkstrength.pdf>.

[157] World Intellectual Property Office, Obtaining IP Rights: Trademarks, accessed at <https://www.wipo.int/sme/en/obtain_ip_rights/trademarks.html>.

[158] For an alternate definition, see GSIS Family Bank-Thrift Bank (formerly Comsavings Bank, Inc.) v. BPI Family Bank, G.R. No. 175278, September 23,2015, 771 SCRA 284,299.

[159] For an alternate definition, see id. at 299.

[160] For an alternate definition and a concrete example, see McDonald's Corporation v. L.C. Big Mak Burger, Inc., supra note 121, at 26.

[161] IP CODE, SECTION 123. Registrability. - 123.1. A mark cannot be registered if it:

x x x x

(j) Consists exclusively of signs or of indications that may serve in trade to designate the kind, quality, quantity, intended purpose, value, geographical origin, time or production of the goods or rendering of the services, or other characteristics of the goods or services[.]

[162] For an alternate definition, see McDonald's Corporation v. L.C. Big Mak Burger, Inc., supra note 121, at 26.

[163] IP CODE, SECTION 123. Registrability. - 123.1. A mark cannot be registered if it:

x x x x

(h) Consists exclusively of signs that are generic for the goods or services that they seek to identify[.]

[164] G.R. No. 211850, September 8, 2020.

[165] Id. at 29.

[166] Rollo, pp. 156, 160-161, 173 and 177.

[167] Id. at 169.

[168] Id. at 46.

[169] G.R. No. 194307, November 20, 2013, 710 SCRA 474.

[170] The relevant excerpt in Birkenstock reads:
In view of the foregoing circumstances, the Court finds the petitioner to be the true and lawful owner of the mark "BIRKENSTOCK" and entitled to its registration, and that respondent was in bad faith in having it registered in its name. In this regard, the Court quotes with approval the words of the IPO Director General, viz.:
The facts and evidence fail to show that [respondent] was in good faith in using and in registering the mark BIRKENSTOCK. BIRKENSTOCK, obviously of German origin, is a highly distinct and arbitrary mark. It is very remote that two persons did coin the same or identical marks. To come up with a highly distinct and uncommon mark previously appropriated by another, for use in the same line of business, and without any plausible explanation, is incredible. The field from which a person may select a trademark is practically unlimited. As in all other cases of colorable imitations, the unanswered riddle is why, of the millions of terms and combinations of letters and designs available, [respondent] had to come up with a mark identical or so closely similar to the [petitioner's] if there was no intent to take advantage of the goodwill generated by the [petitioner's] mark. Being on the same line of business, it is highly probable that the [respondent] knew of the existence of BIRKENSTOCK and its use by the [petitioner], before [respondent] appropriated the same mark and had it registered in its name. (Emphasis supplied) Id. at 489-490.
[171] IP CODE, SECTION 236. Preservation of Existing Rights. Nothing herein shall adversely affect the rights on the enforcement of rights in patents, utility models, industrial designs, marks and works, acquired in good faith prior to the effective date of this Act. (n)


[172] Societe Des Produits Nestle, SA. v. Dy, Jr., supra note 103: "The scope of protection afforded to registered trademark owners is not limited to protection from infringers with identical goods. The scope of protection extends to protection from infringers with related goods, and to market areas that are the normal expansion of business of the registered trademark owners." (Emphasis supplied)

[173] IP CODE, SECTION 122. How Marks are Acquired. - The rights in a mark shall be acquired through registration made validly in accordance with the provisions of this law. (Sec. 2-A, R.A. No. 166a)

[174] Id., SECTION 236. Preservation of Existing Rights. - Nothing herein shall adversely affect the rights on the enforcement of rights in patents, utility models, industrial designs, marks and works, acquired in good faith prior to the effective date of this Act. (n)



SEPARATE CONCURRING OPINION

LEONEN, J.:

I concur in the result.

I agree with the ponencia's finding that Kolin Philippines International, Inc.'s Application No. 4-2006-010021, for the mark "KOLIN" in Class 9, should be rejected on the basis of Kolin Electronics Co. Inc.'s valid and subsisting Registration No. 4-1993-087497 for the mark "KOLIN" in Class 9.

Section 147.1 of Republic Act No. 8293, as amended, otherwise known as the Intellectual Property Code, grants a registered mark's owner the exclusive right to prevent a third party from using an identical or similar sign in the course of trade, if the use would result in a likelihood of confusion.

Here, the "KOLIN" mark in Application No. 4-2006-010021 is demonstrably identical or similar to the mark "KOLIN" in Registration No. 4-1993-087497.[1] The intent and purpose of Application No. 4-2006-010021 is for Kolin Philippines International, Inc. to use its "KOLIN" mark in trade. The likelihood of, and even actual confusion was noted by the Intellectual Property Office-Bureau of Legal Affairs to be proven by queries from consumers directed to Kolin Electronics Co. Inc. regarding Kolin Philippines International, Inc.'s goods.[2] This likelihood of or actual confusion as to the origin of goods these companies sell is the damage that may be or has been sustained by Kolin Electronics Co. Inc., the oppositor to Kolin Philippines International, Inc.'s trademark application.[3] The Bureau of Legal Affairs and the Director-General of the Intellectual Property Office correctly sustained Kolin Electronics Co. Inc.'s opposition.

Likewise, I concur that the March 25, 2015 Decision of this Court's Third Division in Taiwan Kolin Corp. Ltd. v. Kolin Electronics Co., Inc.[4] (Taiwan Kolin) is not res judicata to this case.[5] Kolin Philippines International, Inc.'s status as an affiliate[6] company of Taiwan Kolin Corp. Ltd., which owns Registration No. 4-1996-106310 for the mark "KOLIN" in Class 9 is immaterial.[7] Taiwan Kolin should not serve as a bar to Kolin Electronics Co. Inc. opposing applications for, or seeking the cancellation of, any other mark which may damage it or diminish its rights to Registration No. 4-1993-078497. There is nothing in Taiwan Kolin that stipulated Taiwan Kolin Corp. Ltd.'s Registration No. 4-1996-106310's absolute dominion over any and all marks for "KOLIN" in Class 9, to the exclusion of Kolin Electronics Co. Inc.'s subsisting Registration No. 4-1993-078497. To otherwise bar Kolin Electronics Co. Inc. from doing so is to diminish its rights under Section 147.1 of the Intellectual Property Code, resulting from its valid registration.[8]

However, with all due respect, I disagree with the ponencia's ruling on the longstanding issue of how likelihood of confusion is determined in trade and service marks based on our jurisprudence in relation to the Intellectual Property Code.

I

Entrenched in Article 8 of the Civil Code,[9] the principle of stare decisis et non quieta movere requires our courts to follow rules established in this Court's final decisions:
The principle of stare decisis enjoins adherence to judicial precedents. It requires courts in a country to follow the rule established in a decision of its Supreme Court. That decision becomes a judicial precedent to be followed in subsequent cases by all courts in the land. The doctrine is based on the principle that once a question of law has been examined and decided, it should be deemed settled and closed to further argument.[10] (Citation omitted)
When this Court has laid down a legal principle applicable to a particular set of facts, that principle must be applied to all succeeding cases of similar factual antecedents, regardless of the identity of the parties or objects under litigation. Predictable application of judicial precedents ensures certainty in adjudication:
Under the doctrine, when the Supreme Court has once laid down a principle of law as applicable to a certain state of facts, it will adhere to that principle, and apply it to all future cases, where facts are substantially the same; regardless of whether the parties and property are the same. The doctrine of stare decisis is based upon the legal principle or rule involved and not upon the judgment which results therefrom. In this particular sense stare decisis differs from res judicata which is based upon the judgment.

The doctrine of stare decisis is one of policy grounded on the necessity for securing certainty and stability of judicial decisions, thus:
Time and again, the Court has held that it is a very desirable and necessary judicial practice that when a court has laid down a principle of law as applicable to a certain state of facts, it will adhere to that principle and apply it to all future cases in which the facts are substantially the same. Stare decisis et non quieta movere. Stand by the decisions and disturb not what is settled. Stare decisis simply means that for the sake of certainty, a conclusion reached in one case should be applied to those that follow if the facts are substantially the same, even though the parties may be different. It proceeds from the first principle of justice that, absent any powerful countervailing considerations, like cases ought to be decided alike. Thus, where the same questions relating to the same event have been put forward by the parties similarly situated as in a previous case litigated and decided by a competent court, the rule of stare decisis is a bar to any attempt to relitigate the same issue.[11] (Citations omitted, emphasis in the original)
Because of this, whenever possible, potentially conflicting doctrines laid down by this Court are harmonized, read together, subjected to exceptions, or distinguished, rather than outright abandoned.[12]

Nonetheless, the salutary goal of consistency must not amount to stubbornly perpetuating errors. In Philippine Trust Company v. Mitchell:[13]
Is the court with new membership compelled to follow blindly the doctrine of the Velasco case? The rule of stare decisis is entitled to respect. Stability in the law, particularly in the business field, is desirable. But idolatrous reverence for precedent, simply as precedent, no longer rules. More important than anything else is that the court should be right. And particularly is it not wise to subordinate legal reason to case law and by so doing perpetuate error when it is brought to mind that the views now expressed conform in principle to the original decision and that since the first decision to the contrary was sent forth there has existed a respectable opinion of non-conformity in the court. Indeed, on at least one occasion has the court broken away from the revamped doctrine, while even in the last case in point the court was as evenly divided as it was possible to be and still reach a decision.[14]
The abandonment of established doctrines becomes necessary when motivated by strong and compelling reasons[15] based on changes in law or public policy, evolving conditions, or the most pressing considerations of justice.

In Villaflor v. Summers,[16] this Court refused to follow United States cases in deciding the extent of the right to self-incrimination in this country:
So much for the authorities. For the nonce we would prefer to forget them entirely, and here in the Philippines, being in the agreeable state of breaking new ground, would rather desire our decision to rest on a strong foundation of reason and justice than on a weak one of blind adherence to tradition and precedent. Moreover, we believe that an unbiased consideration of the history of the constitutional provision will disclose that our conclusion is in exact accord with the causes which led to its adoption.[17]
In Tan Chong v. Secretary of Labor,[18] this Court overturned prior cases that bestowed citizenship based on jus soli because their application would violate the law which was then in force:
The principle of stare decisis does not mean blind adherence to precedents. The doctrine or rule laid down, which has been followed for years, no matter how sound it may be, if found to be contrary to law, must be abandoned. The principle of stare decisis does not and should not apply when there is conflict between the precedent and the law. The duty of this Court is to forsake and abandon any doctrine or rule found to be in violation of the law in force.

.... Considering that the common law principle or rule of jus soli obtaining in England and in the United States, as embodied in the Fourteenth Amendment to the Constitution of the United States, has never been extended to this jurisdiction (section 1, Act of 1 July 1902; sec. 5, Act of 29 August 1916); considering that the law in force and applicable to the petitioner and the applicant in the two cases at the time of their birth is sec. 4 of the Philippine Bill (Act of 1 July 1902), as amended by Act of 23 March 1912, which provides that only those "inhabitants of the Philippine Islands continuing to reside therein who were Spanish subjects on the 11th day of April, 1899; and then resided in said Islands, and their children born subsequent thereto, shall be deemed and held to be citizens of the Philippine Islands," we are of the opinion and so hold that the petitioner in the first case and the applicant in the second case, who were born of alien parentage, were not and are not, under said section, citizens of the Philippine Islands.[19]
In Urbano v. Chavez,[20] this Court abandoned a series of cases that had previously authorized the Office of the Solicitor General to represent a public official at any stage of a criminal case. It did so by finding anomalous the consequences of this authority:
However, under the doctrine announced in Anti-Graft League of the Philippines, Inc. and Garrido, the Office of the Solicitor General is authorized to enter its appearance as counsel for any public official, against whom a criminal charge had been instituted, during the preliminary investigation stage thereof. Nevertheless, in the same case, this Court held that once an information is filed against the public official, the Office of the Solicitor General can no longer represent the said official in the litigation. The anomaly in this paradigm becomes obvious when, in the event of a judgment of conviction, the case is brought on appeal to the appellate courts. The Office of the Solicitor General, as the appellate counsel of the People of the Philippines, is expected to take a stand against the accused. More often than not, it does. Accordingly, there is a clear conflict of interest here, and one which smacks of ethical considerations, where the Office of the Solicitor General, as counsel for the public official, defends the latter in the preliminary investigation stage of the criminal case, and where the same office, as appellate counsel of the People of the Philippines, represents the prosecution when the case is brought on appeal. This anomalous situation could not have been contemplated and allowed by the law, its unconditional terms and provisions notwithstanding. It is a situation which cannot be countenanced by the Court.

Otherwise, if the Solicitor General who represents the state on appeal in criminal cases can appear for the accused public official in a preliminary investigation, then by the same token a provincial or city fiscal, his assistant or any government prosecutor who represents the People of the Philippines at the preliminary investigation of a case up to the trial thereof can appear for an accused public official at the preliminary investigation being conducted by another fiscal, prosecutor or municipal judge. The situation would simply be scandalous, to say the least.

There is likewise another reason, as earlier discussed, why the Office of the Solicitor General cmmot represent an accused in a criminal case. Inasmuch as the State can speak and act only by law, whatever it does say and do must be lawful, and that which is unlawful is not the word or deed of the State, but is the mere wrong or trespass of those individual persons who falsely speak and act in its name. Therefore, the accused public official should not expect the State, through the Office of the Solicitor General, to defend him for a wrongful act which cannot be attributed to the State itself. In the same light, a public official who is sued in a criminal case is actually sued in his personal capacity inasmuch as his principal, the State, can never be the author of a wrongful act, much less commit a crime.

Thus, the Court rules that the Office of the Solicitor General is not authorized to represent a public official at any stage of a criminal case. For this reason, the doctrine announced in Anti-Grafl League of the Philippines, Inc. v. Hon. Ortega and Solicitor General v. Garrido, and all decided cases affirming the same; in so far as they are inconsistent with this pronouncement, should be deemed abandoned. The principle of stare decisis notwithstanding, it is well-settled that a doctrine which should be abandoned or modified should be abandoned or modified accordingly. After all, more important than anything else is that this Court should be right.[21] (Citation omitted)
Thirty years after the promulgation of Gerona v. Secretary of Education,[22] this Court overturned the compulsory nature of school flag salutes in Ebralinag v. The Division of Superintendent of Schools of Cebu[23] as a recognition of the fundamental right to religious freedom:
Our task here is extremely difficult, for the 30-year-old decision of this Court in Gerona upholding the flag salute law and approving the expulsion of students who refuse to obey it, is not lightly to be trifled with.

It is somewhat ironic however, that after the Gerona ruling had received legislative cachet by its incorporation in the Administrative Code of 1987, the present Court believes that the time has come to reexamine it. The idea that one may be compelled to salute the flag, sing the national anthem, and recite the patriotic pledge, during a flag ceremony on pain of being dismissed from one's job or of being expelled from school, is alien to the conscience of the present generation of Filipinos who cut their teeth on the Bill of Rights which guarantees their rights to free speech ** and the free exercise of religious profession and worship[.][24]
Likewise, this Court in Ebralinag also found that the dire situations feared in Gerona did not actually occur:
The situation that the Court directly predicted in Gerona that:
"[T]he flag ceremony will become a thing of the past or perhaps conducted with very few participants, and the time will come when we would have citizens untaught and uninculcated in and not imbued with reverence for the flag and love of country, admiration for national heroes, and patriotism - a pathetic, even tragic situation, and all because a small portion of the school population imposed its will, demanded and was granted an exemption."
has not come to pass. We are not persuaded that by exempting the Jehovah's Witnesses from saluting the flag, singing the national anthem and reciting the patriotic pledge, this religious which admittedly comprises a "small portion of the school population" will shake up our part of the globe and suddenly produce a nation "untaught and uninculcated in and unimbued with reverence for the flag, patriotism, love of country and admiration for national heroes[.]" ... After all, what the petitioners seek only is exemption from the flag ceremony, not exclusion from the public schools where they may study the Constitution, the democratic way of life and form of government, and learn not only the arts, science, Philippine history and culture but also receive training for a vocation or profession and be taught the virtues of patriotism, respect for human rights, appreciation for national heroes, the rights and duties of citizenship, and moral and spiritual values... as part of the curricula. Expelling or banning the petitioners from Philippine schools will bring about the very situation that this Court had feared in Gerona. Forcing a small religious group, through the iron hand of the law, to participate in a ceremony that violates their religious beliefs, will hardly be conducive to love of country or respect for duly constituted authorities.[25] (Citations omitted)
In Bustamante v. National Labor Relations Commission,[26] this Court reconsidered its continued application of the 1974 case of Mercury Drug Co., Inc. v. Court of Industrial Relations[27] on the extent of an illegally dismissed employee's entitlement to backwages, because of the passage of a 1989 amendment to the Labor Code of the Philippines. Thus:
In sum, during the effectivity of P.D. 442, the Court enforced the Mercury Drug rule and, in effect, qualified the provision under P.D. No. 442 by limiting the award of backwages to three (3) years.

On 21 March 1989, Republic Act No. 6715 took effect, amending the Labor Code. Article 279 thereof states in part:
"ART. 279. Security of Tenure. - ... An employee who is unjustly dismissed from work shall be entitled to reinstatement without loss of seniority rights and other privileges and to his full backwages, inclusive of allowances, and to his other benefits or their monetary equivalent computed from the time his compensation is withheld from him up to the time of his actual reinstatement."
In accordance with the above provision, an illegally dismissed employee is entitled to his full backwages from the time his compensation was withheld from him (which as a rule is from the time of his illegal dismissal) up to the time of his actual reinstatement. It is true that this Court had ruled in the case of Pines City Educational Center vs. NLRC... that "in ascertaining the total amount of backwages payable to them (employees), we go back to the rule prior to the Mercury Drug rule that the total amount derived from employment elsewhere by the employee from the date of dismissal up to the date of reinstatement, if any, should be deducted therefrom." The rationale for such ruling was that, the earnings derived elsewhere by the dismissed employee while litigating the legality of his dismissal, should be deducted from the full amount of backwages which the law grants him upon reinstatement, so as not to unduly or unjustly enrich the employee at the expense of the employer.

The Court deems it appropriate, however, to reconsider such earlier ruling on the computation of backwages as enunciated in said Pines City Educational Center case, by now holding that conformably with the evident legislative intent as expressed in Rep. Act No. 6715, above-quoted, backwages to be awarded to an illegally dismissed employee, should not, as a general rule, be diminished or reduced by the earnings derived by him elsewhere during the period of his illegal dismissal. The underlying reason for this ruling is that the employee, while litigating the legality (illegality) of his dismissal, must still earn a living to support himself and family, while full backwages have to be paid by the employer as part of the price or penalty he has to pay for illegally dismissing his employee. The clear legislative intent of the amendment in Rep. Act No. 6715 is to give more benefits to workers than was previously given them under the Mercury Drug rule or the "deduction of earnings elsewhere" rule. Thus, a closer adherence to the legislative policy behind Rep. Act No. 6715 points to "full backwages" as meaning exactly that, i.e., without deducting from backwages the earnings derived elsewhere by the concerned employee during the period of his illegal dismissal. In other words, the provision calling for "full backwages" to illegally dismissed employees is clear, plain and free from ambiguity and, therefore, must be applied without attempted or strained interpretation. Index animi sermo est.

Therefore, in accordance with R.A. No. 6715, petitioners are entitled to their full backwages, inclusive of allowances and other benefits or their monetary equivalent, from the time their actual compensation was withheld from them up to the time of their actual reinstatement.[28] (Citations omitted)
In Carpio Morales v. Court of Appeals (Sixth Division),[29] the textual strengthening of the Constitutional principle that public office is a public trust underpinned this Court's abandonment of the condonation doctrine developed in Pascual v. Hon. Provincial Board of Nueva Ecija[30], Aguinaldo v. Santos,[31] and other cases. A stronger legal norm towards the accountability of public offers made untenable the notion that elections may bestow absolution for administrative offenses:
Reading the 1987 Constitution together with the above-cited legal provisions now leads this Court to the conclusion that the doctrine of condonation is actually bereft of legal bases.

To begin with, the concept of public office is a public trust and the corollary requirement of accountability to the people at all times, as mandated under the 1987 Constitution, is plainly inconsistent with the idea that an elective local official's administrative liability for a misconduct committed during a prior term can be wiped off by the fact that he was elected to a second term of office, or even another elective post. Election is not a mode of condoning an administrative offense, and there is simply no constitutional or statutory basis in our jurisdiction to support the notion that an official elected for a different term is fully absolved of any administrative liability arising from an offense done during a prior term. In this jurisdiction, liability arising from administrative offenses may be condoned by the President in light of Section 19, Article VII of the 1987 Constitution which was interpreted in Llamas v. Orbos to apply to administrative offenses[.][32] (Citation omitted)
In reexamining its own doctrines, this Court must actively and judiciously thread the needle between predictable application of established rules, and rejection of those same rules when justice requires. We must base the abandonment of any established doctrine on a nuanced and expansive review of why that doctrine existed in the first place, and now, why our continuing reliance on it is fundamentally untenable.

II

For a trade or service mark to be registered and its owner entitled to all rights and protections granted under the Intellectual Property Code, it must undergo the processes of examination and publication outlined in the law:
Under the Intellectual Property Code, marks applied for registration must undergo examination and publication, and the application may be opposed by any person who believes that they may be damaged by the registration. Examination, publication, and opposition are integral to the registration process. By having all marks undergoing all these steps, the Philippine Intellectual Property Office ensures the integrity of the Philippine Trademark Database along with the validity of all registered marks in it, protecting the rights of existing trade and service mark registrants, as well as other relevant stakeholders.[33] (Citations omitted)
Once the application for a mark has been published, it may be opposed by any person on the basis that they would be damaged by its registration:
SECTION 134. Opposition. - Any person who believes that he would be damaged by the registration of a mark may, upon payment of the required fee and within thirty (30) days after the publication referred to in Subsection 133.2, file with the Office an opposition to the application. Such opposition shall be in writing and verified by the oppositor or by any person on his behalf who knows the facts, and shall specify the grounds on which it is based and include a statement of the facts relied upon. Copies of certificates of registration of marks registered in other countries or other supporting documents mentioned in the opposition shall be filed therewith, together with the translation in English, if not in the English language. For good cause shown and upon payment of the required surcharge, the time for filing an opposition may be extended by the Director of Legal Affairs, who shall notify the applicant of such extension. The Regulations shall fix the maximum period of time within which to file the opposition. (Emphasis supplied)
"Any person" had been construed by this Court to include a prior and continuous user of the mark who is deemed its true owner,[34] though this Court has recently held that the rule of ownership of a mark based on prior use is incompatible with the Intellectual Property Code.[35]

However, should a mark be registered without opposition, any person who believes that they have been or will be damaged by its registration may still file a petition to cancel its registration, under the Intellectual Property Code:
SECTION 151. Cancellation. - 151.1. A petition to cancel a registration of a mark under this Act may be filed with the Bureau of Legal Affairs by any person who believes that he is or will be damaged by the registration of a mark under this Act as follows:
(a) Within five (5) years from the date of the registration of the mark under this Act.

(b) At any time, if the registered mark becomes the generic name for the goods or services, or a portion thereof, for which it is registered, or has been abandoned, or its registration was obtained fraudulently or contrary to the provisions of this Act, or if the registered mark is being used by, or with the permission of, the registrant so as to misrepresent the source of the goods or services on or in connection with which the mark is used. If the registered mark becomes the generic name for less than all of the goods and services for which it is registered, a petition to cancel the registration for only those goods or services may be filed. A registered mark shall not be deemed to be the generic name of goods or services solely because such mark is also used as a name of or to identify a unique product or service. The primary significance of the registered mark to the relevant public rather than purchaser motivation shall be the test for determining whether the registered mark has become the generic name of goods or services on or in connection with which it has been used.

(c) At any time, if the registered owner of the mark without legitimate reason fails to use the mark within the Philippines, or cause it to be used in the Philippines by virtue of a license during an uninterrupted period of three (3) years or longer.
151.2. Notwithstanding the foregoing provisions, the court of the administrative agency vested with jurisdiction to hear and adjudicate any action to enforce the rights to a registered mark shall likewise exercise jurisdiction to determine whether the registration of said mark may be cancelled in accordance with this Act. The filing of a suit to enforce the registered mark with the proper court or agency shall exclude any other court or agency from assuming jurisdiction over a subsequently filed petition to cancel the same mark. On the other hand, the earlier filing of petition to cancel the mark with the Bureau of Legal Affairs shall not constitute a prejudicial question that must be resolved before an action to enforce the rights to same registered mark may be decided.
The remedies of opposition to a trade or service mark application and cancellation of a registration are distinct from the remedies of infringement,[36] unfair competition,[37] and false designations of origin and false description or representation.[38] All the same, the remedy of cancellation of registration is available in any action involving a registered mark.[39]

Generally, the owner of a registered mark has the exclusive right to prevent unauthorized third parties from using "identical or similar signs" to their registered mark in "the course of trade," when the use would result in a likelihood of confusion:
SECTION 147. Rights Conferred. - 147.1. Except in cases of importation of drugs and medicines allowed under Section 72.1 of this Act and of off-patent drugs and medicines, the owner of a registered mark shall have the exclusive right to prevent all third parties not having the owner's consent from using in the course of trade identical or similar signs to those in respect of which the trademark is registered where such use would result in a likelihood of confusion. In case of the use of an identical sign for identical goods or services, a likelihood of confusion shall be presumed.

There shall be no infringement of trademarks or tradenames of imported or sold patented drugs and medicines allowed under Section 72.1 of this Act, as well as imported or sold off-patent drugs and medicines; Provided, That, said drugs and medicines bear the registered marks that have not been tampered, unlawfully modified, or infringed upon, under Section 155 of this Code.
Taking together Sections 134 and 147 of the Intellectual Property Code, the owner of a registered mark, if they should so choose, may oppose another's application for trade or service mark registration if they believe that they will be damaged by the other's registration. Further, Section 151 allows the owner to petition for the cancellation of the other mark's registration on a similar basis. This is founded on the owner's exclusive right in Section 147, which means the owner must show that: first, the third party (in this instance, the applicant or other registrant) is using an identical or similar sign as the registered mark; second, the use is in the course of trade; and third, the use would result in a likelihood of confusion. A presumption of likelihood of confusion arises when an identical sign is used for identical goods or services, which the applicant or other registrant must then rebut.

Although intertwined and often inseparable, the two distinct concepts of a mark as defined in Section 121.1 of the Intellectual Property Code[40] are (1) a "visible sign"[41] by itself and (2) its capability to distinguish an enterprise's goods or services. If the distinctions between the two concepts were irrelevant, then the Intellectual Property Code in Section 147 would not have needed to stipulate that both the sign, and the goods or services for which the sign is used must be identical for a presumption of likelihood of confusion to arise. Likewise, the registrability of a mark can depend, alternately, on whether it is "identical with", or "identical with, or confusingly similar to" another mark.[42]

Whether the issue concerns marks as visible signs by themselves, or their capability to distinguish an enterprise's goods or services, in trade or service mark applications, registrations, or infringement, one common element is likelihood of confusion.[43]

Should the two visible signs at issue be absolutely identical in every way, the case's resolution may depend on another factor, such as the determination of the true owner of the mark.[44] However, once there are visible differences between the marks, the question then turns to the degree of similarity:
Next, before we consider the resemblances between these two marks, we should have before us some of the applicable principles which go to make up the law of trade-marks and unfair competition. Similarity, as we have said, is the test of infringement of a trade-mark. Moreover, this is not such similitude as amounts to identity. Exact copies could hardly be expected to be found. If the form, marks, contents, words, or other special arrangement or general appearance of the words of the alleged infringer's device, are such as would be likely to mislead persons in the ordinary course of purchasing the genuine article, then the similarity is such as entitles the injured party to equitable protection, if he takes seasonable measures to assert his rights and prevent their continued invasion. The deceptive tendency indicated by copying or imitating the substantial and distinctive part of the trade-mark, so as to pass off the goods of one man as those of another, is sufficient to show infringement. In all cases the court will inspect the trade-marks to discover both the differences and the resemblances. Relief will ordinarily be granted when it is manifest from a comparison of the two trade-marks or articles that one was copied from the other.

....

To quote the language of Lurton, J., "When there are found strong resemblances, the natural inquiry for the court is, why do they exist? If no sufficient answer appears, the inference is that they exist for the purpose of misleading[.]"[45] (Citations omitted)
To determine the degree of similarity necessary for a finding of infringement, or entitlement to a denial of application or cancellation of registration, of a mark, jurisprudence has historically evaluated them in one of two ways.

As early as 1954, the test of dominancy has been used to determine whether a mark is confusingly similar to another. In Co Tiong Sa v. Director of Patents:[46]
The first four assignments of error are related to each other and may be considered together. There is no question that if the details of the two trademarks are to be considered, many differences would be noted that would enable a careful and scrutinizing eye to distinguish one trademark from the other. Thus, we have the vignette of a man wearing a tophat, which would distinguish the oppositor's label from the triangle with the letter on the right hand corner of applicant's label. Then we also have the rectangle enclosing the applicant's mark, which rectangle is absent in that of the oppositor's. But differences of variations in the details of one trademark and of another are not the legally accepted tests of similarity in trademarks. It has been consistently held that the question of infringement of a trademark is to be determined by the test of dominancy. Similarity in size, form, and color, while relevant, is not conclusive. If the competing trademark contains the main or essential or dominant features of another, and confusion and 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 at issue in cases of infringement of trademarks is whether the use of the marks involved would be likely to cause confusion or mistake in the mind of the public or to deceive purchasers[.]

When would a trademark cause confusion in the mind of the public or in those unwary customers or purchasers? It must be remembered that infringement of a trademark is a form of unfair competition... and unfair competition is always a question of fact. The universal test has been said to be whether the public is likely to be deceived[.]

When a person sees an object, a central or dominant idea or picture thereof is formed in his mind. This dominant picture or idea is retained in the mind, and the decorations or details are forgotten. When one sees the city hall of Baguio, the dominant characteristics which are likely to be retained in the mind are the portico in the middle of the building, the tower thereon, the four columns supporting it, and the wings on both sides. The features that are retained are the peculiar, dominant features. When one sees the Legislative Building in Manila, the picture that is retained is that of a majestic low building with concrete columns all around. In this mind­picture the slight or minor decorations are lost sight of, and the central figure only is retained. So is it with a customer or purchaser who sees a label. He retains in his mind the dominant characteristics or features or central idea in the label, and does not retain or forgets the attendant decorations, flourishes, or variations. The ordinary customer does not scrutinize the details of the label; he forgets or overlooks these, but retains a general impression, or a central figure, or a dominant characteristic[.][47] (Citations omitted, emphasis supplied)
Co Tiong Sa has been reiterated in Lim Hoa v. Director of Patents,[48] Operators, Inc. v. Director of Patents,[49] American Wire & Cable Company v. Director of Patents,[50] Philippine Nut Industry v. Standard Brands Incorporated,[51] Converse Rubber Corp. v. Universal Rubber Products, Inc.,[52] and Asia Brewery, Inc. v. Court of Appeals,[53] among others.

When the Intellectual Property Code took effect in 1998, Section 155[54] codified the dominancy test.[55] In ABS-CBN Publishing, Inc. v. The Director of the Bureau of Trademarks:[56]
To determine whether a mark is to be considered as "identical" or that which is confusingly similar with that of another, the Court has developed two (2) tests: the dominancy and holistic tests. While the Court has time and again ruled that the application of the tests is on a case to case basis, upon the passage of the IPC, the trend has been to veer away from the usage of the holistic test and to focus more on the usage of the dominancy test. As stated by the Court in the case of McDonald's Corporation vs. L.C. Big Mak Burger, Inc., the "test of dominancy is now explicitly incorporated into law in Section 155.1 of the Intellectual Property Code which defines infringement as the 'colorable imitation of a registered mark x x x or a dominant feature thereof.'" This is rightly so because Sec. 155.1 provides that:
SECTION 155. Remedies; Infringement. - Any person who shall, without the consent of the owner of the registered mark:

155.1. Use in commerce any reproduction, counterfeit, copy, or colorable imitation of a registered mark or the same container or a dominant feature thereof in connection with the sale, offering for sale, distribution, advertising of any goods or services including other preparatory steps necessary to carry out the sale of any goods or services on or in connection with which such use is likely to cause confusion, or to cause mistake, or to deceive; or x x x.
In using this test, focus is to be given to the dominant features of the marks in question. In the 1954 case of Co Tiong Sa vs. Director of Patents, the Court, in using the dominancy test, taught that:

But differences of variations in the details of one trademark and of another are not the legally accepted tests of similarity in trademarks. It has been consistently held that the question of infringement of a trademark is to be determined by the test of dominancy. Similarity in size, form, and color, while relevant, is not conclusive. If the competing trademark contains the main or essential or dominant features of another, and confusion and deception is likely to result, infringement takes place.

The Court, in Skechers, U.S.A., Inc. vs. Inter Pacific Industrial Trading Corp., and in once again using the dominancy test, reiterated Del Monte Corporation vs. Court of Appeals in saying that "the defendants in cases of infringement do not normally copy but only make colorable changes." The Court emphasized that "the most successful form of copying is to employ enough points of similarity to confuse the public, with enough points of difference to confuse the courts."[57] (Citations omitted)
Yet, decades before the Intellectual Property Code gave imprimatur to the dominancy test, this Court had already set in place another test to determine trademark similarity.

In the 1963 case of Mead Johnson & Company v. N.V.J. Van Dorp, Ltd.,[58] this Court was called upon to determine if the application for the trademark "ALASKA and pictorial representation of a Boy's Head within a rectangular design (ALASKA disclaimed)"[59] should be denied due to a previously-registered and allegedly-similar "ALACTA" mark. There, this Court found that the appearances of the "ALASKA" and "ALACTA" marks were dissimilar as to allow "ALASKA"'s registration, because it examined not only the "predominant words" but also the "other features" in both marks:[60]
On the other hand, respondent contends that it is not correct to say that in passing on the question as to whether the two marks are similar only the words "ALASKA" and "ALACTA" should be taken into account since this would be a most arbitrary way of ascertaining whether similarity exists between two marks. Rather, respondent contends, the two marks in their entirety and the goods they cover should be considered and carefully compared to determine whether petitioner's opposition to the registration is capricious or well-taken. In this connection, respondent invokes the following rules of interpretation: (1) appellant's mark is to be compared with all of the oppositor's marks in determining the point of confusion; (2) the likelihood of confusion may be determined by a comparison of the marks involved and a consideration of the goods to which they are attached; and (3) the court will view the marks with respect to the goods to which they are applied, and from its own observation arrive at a conclusion as to the likelihood of confusion.

It is true that between petitioner's trademark "ALACTA" and respondent's "ALASKA" there are similarities in spelling, appearance and sound for both are composed of six letters of three syllables each and each syllable has the same vowel, but in determining if they are confusingly similar a comparison of said words is not the only determining factor. The two marks in their entirety as they appear in the respective labels 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. Having this view in mind, we believe that while there are similarities in the two marks there are also differences or dissimilarities which are glaring and striking to the eye as the former. Thus we find the following dissimilarities in the two marks:

(a) The sizes of the containers of the goods of petitioner differ from those of respondent. The goods of petitioner come in one-pound container while those of respondent come in three sizes, to wit: 14-ounce tin of full condensed full cream milk; 14 1/2-ounce tin of evaporated milk; and 6- ounce tin of evaporated milk.

(b) The colors too differ. One of petitioner's containers has one single background color, to wit: light blue; the other has two background colors, pink and white. The containers of respondent's goods have two color bands, yellowish white and red.

(c) Petitioner's mark "ALACTA" has only the first letter capitalized and is written in black. Respondent's mark "ALASKA" has all the letters capitalized written in white except that of the condensed full cream milk which is in red.[61] (Citations omitted)
Mead Johnson & Company was then cited by this Court in Bristol Myers Company v. Director of Patents[62] in finding that the marks "BIOFERIN" and "BUFFERIN" were dissimilar, and in turn, Bristol Myers was cited in Fruit of the Loom, Inc. v. Court of Appeals[63] in this Court's conclusion of dissimilarity between the marks "FRUIT OF THE LOOM" and "FRUIT FOR EVE." This test for similarity was further developed in Del Monte Corporation v. Court of Appeals,[64] with the term "holistic test" coined in Emerald Garment Manufacturing Corp. v. Court of Appeals.[65]

The holistic test has been used in American Cyanamid Company v. The Director of Patents,[66] Ethepa A.G. v. Director of Patents,[67] Diaz v. People of the Philippines,[68] and Philip Morris, Inc. v. Fortune Tobacco Corp.[69] The holistic test was even used alongside the dominancy test to support a particular finding, in Amigo Manufacturing, Inc. v. Cluett Peabody Co.,[70] Coffee Partners, Inc. v. San Francisco Coffee & Roastery, Inc.,[71] Dy v. Koninklijke Philips Electronics, N.V.,[72] Berris Agricultural Co., Inc. v. Abyadang,[73] San Miguel Purefoods Company, Inc. v. Foodsphere, Inc.,[74] and Mighty Corp. E. & J. Gallo Winery.[75]

This Court has criticized the holistic test for being contrary to the ethos of the law of trademarks and unfair competition. In Societe Des Produits Nestle, S.A. v. Court of Appeals:[76]
Moreover, the totality or holistic test is contrary to the elementary postulate of the law on trademarks and unfair competition that confusing similarity is to be determined on the basis of visual, aural, connotative comparisons and overall impressions engendered by the marks in controversy as they are encountered in the realities of the marketplace. The totality or holistic test only relies on visual comparison between two trademarks whereas the dominancy test relies not only on the visual but also on the aural and connotative comparisons and overall impressions between the two trademarks.[77] (Citation omitted)
This criticism has been echoed more recently, in Somboonsakdikul v. Orlane S.A.:[78]
The CA's use of the dominancy test is in accord with our more recent ruling in UFC Philppines, Inc. (now merged with Nutria-Asia, Inc. as the surviving entity) v. Barrio Fiesta Manufacturing Corporation. In UFC Philippines, Inc., we relied on our declarations in McDonald's Corporation v. L.C. Big Mak Burger, Inc., Co Tiong Sa v. Director of Patents, and Societe Des Produits Nestle, S.A. v. Court of Appeals that the dominancy test is more in line with the basic rule in trademarks that confusing similarity is determined by the aural, visual and connotative and overall impressions created by the marks. Thus, based on the dominancy test, we ruled that there is no confusing similarity between "PAPA BOY & DEVICE" mark, and "PAPA KETSARAP" and "PAPA BANANA CATSUP."[79] (Citations omitted)
Yet, despite all these pronouncements, this Court did not explicitly abandon the holistic test. Although McDonald's Corp. v. L.C. Big Mak Burger, Inc.[80] stated that Societe Des Produits Nestle, S.A. was an explicit rejection of the holistic test, Societe Des Produits Nestle, S.A. was not an en banc case that could have reversed the existing doctrines established in Mead Johnson & Company, and its succeeding cases. An "overwhelming judicial preference"[81] for the dominancy test was not an abandonment of the holistic test. Instead, this Court continued to permit the Intellectual Property Office and courts to decide for themselves, sans any meaningful criteria, if they should apply the dominancy test or the holistic test in each case before them, then use the other test altogether when the case reaches this Court. This Court's sole guidance was that "in trademark cases, jurisprudential precedents should be applied only to a case if they are specifically in point[,]"[82] which is abhorrent to ensuring adjudicatory consistency.

This manner of adjudication often led to essentially pro hac vice rulings, with selective and unpredictable applications of often-incompatible doctrines, without coherent and consistent precedents to guide the bench and bar.[83] As admitted by this Court in Emerald Garment Manufacturing Corp.:[84]
Practical application, however, of the aforesaid provision is easier said than done. In the history of trademark cases in the Philippines, particularly in ascertaining whether one trademark is confusingly similar to or is a colorable imitation of another, no set rules can be deduced. Each case must be decided on its own merits.[85] (Emphasis supplied)
Moreover, despite this Court stating that the dominancy and holistic tests are two different tests, the instances when an application of both leads to the same conclusion made the choice between the two seemingly ineffectual.

Taiwan Kolin[86] used the holistic test, if not by name then by its method of examining the marks in the case:
While both competing marks refer to the word "KOLIN" written in upper case letters and in bold font, the Court at once notes the distinct visual and aural differences between them: Kolin Electronics' mark is italicized and colored black while that of Taiwan Kolin is white in pantone red color background. The differing features between the two, though they may appear minimal, are sufficient to distinguish one brand from the other.[87]
Based on the existing standards in our cases, this Court in Taiwan Kolin was not incorrect in using the holistic test and arriving at the conclusion it reached. As the case itself observed, this Court had in the past tolerated the co-existence of trademark registrations by two unrelated entities of identical marks.[88]

Contrary to the conclusion reached in the ponencia, Taiwan Kolin's use of the holistic test was not "improper precedent[,]"[89] notwithstanding Section 155 of the Intellectual Property Code. At the time it was decided, our caselaw on the holistic test was good law. Taiwan Kolin was not some stray case[90] or an aberration in our jurisprudence. Neither did it lay down some novel principle of law that modified or reversed prior doctrines, because under our Constitution, only this Court en banc[91] has that power.[92] Instead, Taiwan Kolin was a successor, taken to its logical extremes, to an extant line of trademark cases that had not been expressly abandoned. Even Kensonic, Inc. v. Uni-Line Multi-Resources, Inc., (Phil.),[93] the sole case that cites Taiwan Kolin prior to the present case, recognized that Taiwan Kolin is in keeping with Mighty Corp. v. E. & J. Gallo Winery:[94]
Uni-Line posits that its goods under Class 9 were unrelated to the goods of Kensonic; and that the CA's holding of the goods being related by virtue of their belonging to the same class was unacceptable.

In Taiwan Kolin Corporation, Ltd v. Kolin Electronics, Co., Inc., the Court has opined that the mere fact that goods belonged to the same class does not necessarily mean that they are related; and that the factors listed in Mighty Corporation v. E. & J. Gallo Winery should be taken into consideration, to wit:
As mentioned, the classification of the products under the NCL is merely part and parcel of the factors to be considered in ascertaining whether the goods are related. It is not sufficient to state that the goods involved herein are electronic products under Class 9 in order to establish relatedness between the goods, for this only accounts for one of many considerations enumerated in Mighty Corporation. x x x

Clearly then, it was erroneous for respondent to assume over the CA to conclude that all electronic products are related and that the coverage of one electronic product necessarily precludes the registration of a similar mark over another. In this digital age wherein electronic products have not only diversified by leaps and bounds, and are geared towards interoperability, it is difficult to assert readily, as respondent simplistically did, that all devices that require plugging into sockets are necessarily related goods.

It bears to stress at this point that the list of products included in Class 9 can be sub-categorized into five (5) classifications, namely: (1) apparatus and instruments for scientific or research purposes, (2) information technology and audiovisual equipment, (3) apparatus and devices for controlling the distribution and use of electricity, (4) optical apparatus and instruments, and (5) safety equipment. From this sub-classification, it becomes apparent that petitioner's products, i.e., televisions and DVD players, belong to audiovisual equipment, while that of respondent, consisting of automatic voltage regulator, converter, recharger stereo booster, AC-DC regulated power supply, step-down transformer, and PA amplified AC-DC, generally fall under devices for controlling the distribution and use of electricity.
Based on the foregoing pronouncement in Taiwan Kolin Corporation, Ltd. v. Kolin Electronics, Co., Inc., there are other sub­classifications present even if the goods are classified under Class 09. For one, Kensonic's goods belonged to the information technology and audiovisual equipment sub-class, but Uni-Line's goods pertained to the apparatus and devices for controlling the distribution of electricity sub­class. Also, the Class 09 goods of Kensonic were final products but Uni­Line's Class 09 products were spare parts. In view of these distinctions, the Court agrees with Uni-Line that its Class 09 goods were umelated to the Class 09 goods of Kensonic.[95]
While the ponencia has laudably sought to bring jurisprudential stability through the unequivocal abandonment of the holistic test, I urge this Court to also seriously refine the existing standards for determining the likelihood of confusion of goods and business.[96] Admittedly, likelihood of confusion is highly fact-specific based on the circumstances of each case.[97] Yet, considering the advances in the fields of competition and economics, this Court should improve the standards by which likelihood of confusion is measured.[98]

Evaluations of likelihood of confusion cannot be left to the subjective determination by the Intellectual Property Office or the courts, which may often rely on ad hoc inferences of similarity in class, physical attributes or descriptive properties, purpose, or points of sale of the goods or services.[99] Often, this Court has resorted to unsubstantiated assumptions and generalizations about consumers and their behavior,[100] arbitrary categorizations of goods and services,[101] and even outright derogatory classist stereotypes.[102] In this case, the ponencia describes a distinction between "sophisticated" and "ordinary" buyers without any real basis for the respective consumption and commercial habits assigned to each sector, resulting in broad caricatures about both the goods covered by the marks and their markets.[103]

Relativity in likelihood of confusion must g1ve way to objective, scientific, and economic standards:
There should be objective, scientific, and economic standards to determine whether goods or services offered by two parties are so related that there is a likelihood of confusion. In a market, the relatedness of goods or services may be determined by consumer preferences. When two goods are proved to be perfect substitutes, where the marginal rate of substitution, or the "consumer's willingness to substitute one good for another while maintaining the same level of satisfaction" is constant, then it may be concluded that the goods are related for the purposes of determining likelihood of confusion. Even goods or services, which superficially appear unrelated, may be proved related if evidence is presented showing that these have significant cross-elasticity of demand, such that changes of price in one party's goods or services change the price of the other party's goods and services. Should it be proved that goods or services belong to the same relevant market, they may be found related even if their classes, physical attributes, or purposes are different.[104] (Citations omitted)
This Court should build on past jurisprudence that squarely confront claims of economic or market losses, such as Shell Company of the Philippines, Ltd. v. Insular Petroleum Refining Co., Ltd.:[105]
It was found by the Court of Appeals that in all transactions of the low-grade Insoil, except the present one, all the marks and brands on the containers used were erased or obliterated. The drum in question did not reach the buying public. It was merely a Shell dealer or an operator of a Shell Station who purchased the drum not to be resold to the public, but to be sold to the petitioner company, with a view of obtaining evidence against someone who might have been committing unfair business practices, for the dealer had found that his income was dwindling in his gasoline station. Uichangco, the Shell dealer, testified that Lozano (respondent's agent) did not at all make any representation that he (Lozano) was selling any oil other than Insoil motor oil, a fact which finds corroboration in the receipt issued for the sale of the drum. Uichangco was apprised beforehand that Lozano would sell Insoil oil in a Shell drum. There was no evidence that defendants or its agents attempted to persuade Uichangco or any Shell dealer, for that matter, to purchase its low-grade oil and to pass the same to the public as Shell oil. It was shown that Shell and other oil companies, deliver oil to oil dealers or gasoline stations in drums, these dealers transfer the contents of the drums to retailing dispensers known as "tall boys," from which the oil is retailed to the public by liters.

This Court is not unaware of the decisions cited by petitioner to bolster its contention. We find those cases, however, not applicable to the one at bar. Those cases were predicated on facts and circumstances different from those of the present. In one case, the trade name of plaintiff was stamped on the goods of defendant and they were being passed as those of the plaintiff. This circumstance does not obtain here. From these cases, one feature common to all comes out in bold relief and that is, the competing product involving the offending bottles, wrappers, packages or marks reached the hands of the ultimate consumer, so bottled, wrapped, packaged or marked. In other words, it is the form in which the wares or products come to the ultimate consumer that was significant; for, as has been well said, the law of unfair competition does not protect purchasers against falsehood which the tradesmen may tell; the falsehood must be told by the article itself in order to make the law of unfair competition applicable.

Petitioner contends that there had been a marked decrease in the volume of sales of low-grade oil of the company, for which reason it argues that the sale of respondent's low-grade oil in Shell containers was the cause. We are reluctant to share the logic of the argument. We are more inclined to believe that several factors contributed to the decrease of such sales. But let us assume, for purposes of argument, that the presence of respondent's low-grade oil in the market contributed to such decrease. May such eventuality make respondent liable for unfair competition? There is no prohibition for respondent to sell its goods, even in places where the goods of petitioner had long been sold or extensively advertised. Respondent should not be blamed if some of petitioner's dealers buy Insoil oil, as long as respondent does not deceive said dealers. If petitioner's dealers pass off Insoil oil as Shell oil, that is their responsibility. If there was any such effort to deceive the public, the dealers to whom the defendant (respondent) sold its products and not the latter, were legally responsible for such deception. The passing of said oil, therefore, as product of Shell was not performed by the respondent or its agent, but petitioner's dealers, which act respondent had no control whatsoever. And this could easily be done, for, as respondents' counsel put it -
"The point we would like to drive home is that if a Shell dealer wants to fool the public by passing off INSOIL as SHELL oil he could do this by the simple expedient of placing the INSOIL oil or any other oil for that matter in the 'tall boys' and dispense it to the public as SHELL oil. Whatever container INSOIL uses would be of no moment ... absence of a clear showing that INSOIL and the SHELL dealer connived or conspired, we respectfully maintain that the responsibility of INSOIL ceases from the moment its oil, if ever it has ever been done, is transferred by a shell dealer to a SHELL 'tall boy!'"[106]
Rule 18, Section 5 of A.M. No. 10-3-10-SC, or the 2020 Revised Rules of Procedure for Intellectual Property Rights Cases, enumerates several factors to be considered as evidence of likelihood of confusion in trademark and unfair competition cases:
SECTION 5. Likelihood of confusion in other cases. - In determining whether one trademark is confusingly similar to or is a colorable imitation of another, the court must consider the general impression of the ordinary purchaser, buying under the normally prevalent conditions in trade, and giving the attention such purchasers usually give in buying that class of goods. Visual, aural, connotative comparisons and overall impressions engendered by the marks in controversy as they are encountered in the realities of the marketplace must be taken into account. Where there are both similarities and differences in the marks, these must be weighed against one another to determine which predominates.

In determining likelihood of confusion between marks used on non­identical goods or services, several factors may be taken into account, such as, but not limited to:
a) the strength of plaintiffs mark;

b) the degree of similarity between the plaintiffs and the defendant's marks;

c) the proximity of the products or services;

d) the likelihood that the plaintiff will bridge the gap;

e) evidence of actual confusion;

f) the defendant's good faith in adopting the mark;

g) the quality of defendant's product or service; and/or

h) the sophistication of the buyer
"Colorable imitation" denotes such a close or ingenious imitation as to be calculated to deceive ordinary persons, or such a resemblance to the original as to deceive an ordinary purchaser giving such attention as a purchaser usually gives, as to cause him or her to purchase the one supposing it to be the other.

Absolute certainty of confusion or even actual confusion is not required to accord protection to trademarks already registered with the IPO.
Among other pieces of evidence, these factors must be proven by testimonies of witnesses stringently qualified to show their knowledge, skill, experience, or training on the subject matter of their testimony;[107] or by the presentation of scientific surveys, conducted with the appropriate methodology and with the proper sampling and scope, of the relevant market or trade conditions, as stated in Rule 18, Section 9 of the 2020 Revised Rules of Procedure for Intellectual Property Rights Cases:
SECTION 9. Market Survey. - A market survey is a scientific market or consumer survey which a party may offer in evidence to prove (a) the primary significance of a mark to the relevant public, including its distinctiveness, its descriptive or generic status, its strength or well-known status and/or (b) likelihood of confusion.
Admittedly, market-based evidence on likelihood of confusion may be more difficult to obtain if one of the marks is still undergoing the registration process and has not yet actually been introduced to the public. However, Section 147 of the Intellectual Property Code may guide oppositors who assert their ownership of registered marks. If the mark applied for is found identical to the registered mark and the use is for identical goods or services, the oppositor has in their favor a presumption of likelihood of confusion. The applicant then bears the burden of overcoming the presumption by sufficient evidence.

In other instances-such as similar signs for similar goods or services; identical signs for similar goods or services; or similar signs for identical goods or services-the likelihood of confusion must be proved with evidence by owner of the registered mark. One such instance is the present case, where the Bureau of Legal Affairs evaluated e-mails from Kolin Electronics Co. Inc.'s customers asking about Kolin Philippines International, Inc.'s goods, implying confusion of origin or their respective items for sale.[108] As for "any person"[109] not an owner of a registered mark, the damage must be proven in other ways-what that contemplates is outside the scope of this case.

III

As a final note, overreliance on rules and findings of foreign jurisdictions to resolve domestic intellectual property disputes should be discouraged. If this Court adopts or applies a foreign agency's findings on matters of trademark registration on behalf of the Philippine Intellectual Property Office, it would unduly encroach upon the Office's power to devise its own manual of examination procedure for trademarks.[110] Worse, Article 8 of the Civil Code and the deference accorded by administrative agencies to judicial decisions may lead to this Court imposing its own formulation of administrative intellectual property guidelines upon the Philippine Intellectual Property Office. There is also a danger that swiftly-moving foreign caselaw may leave this Court futilely struggling to reconcile overturned cases with later established precedents which have histories and developments unfamiliar to this jurisdiction.[111]

Moreover, the social value placed by our Constitution upon private property-including intellectual property-must be taken into consideration in ways that foreign rules and rulings perhaps do not. By uncritically adopting foreign interpretations of intellectual property concepts, without any substantive anchor or reference to our existing laws and rules, we may be undermining the very rules and doctrines that we pass.

Trade and service marks are not intended to unduly restrict free trade, foster monopolistic practices, or unfairly exclude competitors from the market.[112] Thus, the doctrines and precedents this Court lays down should not be used to-consciously or unwittingly-interfere with free and fair competition, under the guise of consumer protection and fraud prevention.[113]

Like all forms of intellectual property, trade and service marks are not only objects of private ownership. They also bear a social function that shall contribute to a common good.[114] As such, our disposition of intellectual property cases must not merely treat them as private commercial constructs, but as legal concepts that perform holistic public functions,[115] held to rigorous and exacting standards on which the bench, bar, and the public may safely rely on and trust.

ACCORDINGLY, I vote to GRANT the Petition.


[1] Draft Decision, pp. 29, 32.

[2] Id. at 14, citing the Bureau of Legal Affairs Decision.

[3] INTELLECTUAL PROPERTY CODE, sec. 134.

[4] G.R. No. 209843, March 25, 2015, [Per J. Velasco, Jr., Third Division].

[5] Draft Decision, pp. 17-23.

[6] Id. at 17, citing the Court of Appeals Decision.

[7] Id. at 18.

[8] INTELLECTUAL PROPERTY CODE, sec. 122 provides:

SECTION 122. How Marks are Acquired. - The rights in a mark shall be acquired through registration made validly in accordance with the provisions of this law.

[9] CIVIL CODE, art. 8 provides:

Art. 8. Judicial decisions applying or interpreting the laws or the Constitution shall form part of the legal system of the Philippines.

[10] Government Service Insurance System v. Buenviaje-Carreon, 692 Phil. 399, 405 (2012) [Per J. Perez, En Banc].

[11] Department of Transportation and Communications v. Cruz, 581 Phil. 602, 610-611 (2008) [Per J. Austra-Martinez, En Banc].

[12] People v. Lee, Jr., G.R. No. 234618, September 19, 2019, <https://elibrary.judiciary.gov.ph/thebookshelf/showdocs/1/65713>  [Per J. Peralta, Third Division]; Guy v. Ignacio, 636 Phil. 689 (2010) [Per J. Peralta, Second Division]; People v. Hon. Garfin, 470 Phil. 211 (2004) [Per J. Puno, Second Division]; Alfonso v. Land Bank of the Philippines, 801 Phil. 217 (2016) [Per J. Jardeleza, En Banc]; People v. Obsania, 132 Phil. 682 (1968) [Per J. Castro, En Banc]; Zuneca Pharmaceutical v. Natrapharm, Inc., G.R. No. 211850, September 8, 2020, <https://elibrary.judiciary.gov.ph/thebookshelf/showdocs/1/66500> [Per J. Caguioa, En Banc].

[13] 59 Phil. 30 (1933) [Per J. Malcolm, Second Division].

[14] Id. at 36.

[15] Quintanar v. Coca-Cola Bottlers, Philippines, Inc., G.R. No. 210565, June 28, 2016, <https://elibrary.judiciary.gov.ph/thebookshelf/showdocs/l/62078> [Per J. Mendoza, En Banc], citing Pepsi-Cola Products Philippines, Incorporated v. Pagdanganan, 535 Phil. 540-555 (2006) [Per J. Chico-Nazario, First Division].

[16] 41 Phil. 62 (1920) [Per J. Malcolm, En Banc].

[17] Id. at 68.

[18] 79 Phil. 249 (1947) [Per J. Padilla, First Division].

[19] Id. at 257-258.

[20] 262 Phil. 374 (1990) [Per J. Gancayco, En Banc].

[21] Id. at 383-385.

[22] 106 Phil. 2 (1959) [Per J. Montemayor, En Banc].

[23] G.R. No. 95770, March 1, 1993 [Per J. Griño-Aquino, En Banc].

[24] Id.

[25] Id.

[26] 332 Phil. 833 (1996) [Per J. Padilla, En Banc].

[27] 155 Phil. 636 (1974) [Per J. Makasiar, En Banc].

[28] Id. at 841-843.

[29] 772 Phil. 672 (2015) [Per J. Perlas-Bernabe, En Banc].

[30] 106 Phil. 466 (1959) [Per J. Gutierrez-David, En Banc].

[31] 287 Phil. 851 (1992) [Per J. Nocon, En Banc].

[32] Carpio Morales v. Court of Appeals, 772 Phil. 672, 769-770 (2015) [Per J. Perlas-Bernabe, En Banc].

[33] J. Leonen, Dissenting Opinion, Prosel Pharmaceuticals v. Tynor Drug House, G.R. No. 248021, September 30, 2020 [Per J. Carandang, Third Division].

[34] E.Y. Industrial Sales, Inc. v. Shen Dar Electricity and Machinery Co. Ltd., 648 Phil. 572 (2010) [Per J. Velasco, Jr., First Division].

[35] Zuneca Pharmaceutical v. Natrapharm, Inc., G.R. No. 211850, September 8, 2020, <https://elibrary.judiciary.gov.ph/thebookshelf/showdocs/1/66500> [Per J. Caguioa, En Banc].

[36] INTELLECTUAL PROPERTY CODE, secs. 155-156.

[37] INTELLECTUAL PROPERTY CODE, sec. 168.

[38] INTELLECTUAL PROPERTY CODE, sec. 169.

[39] Intellectual Property Code, sec. 161 provides:

SECTION 161. Authority to Determine Right to Registration. - In any action involving a registered mark, the court may determine the right to registration, order the cancellation of a registration, in whole or in part, and otherwise rectify the register with respect to the registration of any party to the action in the exercise of this. Judgment and orders shall be certified by the court to the Director, who shall make appropriate entry upon the records of the Bureau, and shall be controlled thereby. (Emphasis supplied)

[40] INTELLECTUAL PROPERTY CODE, Sec. 121.1 states:

SECTION 121. Definitions. - As used in Part III, the following terms have the following meanings:

121.1. "Mark" means 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[.]

[41] A "visible sign" encompasses any word, name, symbol, emblem, sign, device, drawing, or figure (Arce Sons and Company v. Selecta Biscuit Company, Inc., 110 Phil. 858, 867-868 (1961) [Per J. Bautista Angelo, En Banc]), so long as it is otherwise not prohibited by the Intellectual Property Code from being registrable.

[42] INTELLECTUAL PROPERTY CODE, sec. 123(d), (e), and (f).

[43] Footnote 68 of Somboonsakdikul v. Orlane S.A., 805 Phil. 37-58 (2017) [Per J. Jardeleza, Third Division], which noted: "... We note that while in Mighty Corporation, likelihood of confusion was discussed in relation to trademark infringement, the concept is similarly applicable to an application for trademark registration under Section 123.1(d). Thus, in Great White Shark Enterprises, Inc. v. Caralde, Jr., supra note 65, which originated from a trademark application case, we discussed the dominancy test and holistic test as modes of determining similarity or likelihood of confusion and consequently, determining whether a mark is capable of registration under Section 123.1(d)."

[44] E.Y. Industrial Sales, Inc. v. Shen Dar Electricity and Machinery Co., Ltd., 648 Phil. 572 (2010) [Per J. Velasco, Jr., First Division].

[45] Forbes, Munn & Co. (Ltd) v. Ang San To, 40 Phil. 272, 275-277 (1919)[Per J. Malcolm, First Division].

See also Sapolin Co., Inc. v. Balmaceda, 67 Phil. 705 (1939) [Per J. Diaz, En Banc], which pointed out that an exact copy need not be proved, only that the "essential characteristics have been imitated or copied[;]" and "La Insular" Cigar and Cigarette factory, Inc. v. Oge, 42 Phil. 366 [Per J. Street, Second Division], which recognized that if "colorable imitations, or suggestive reproductions of the trade-mark which they intend to appropriate" were not considered, the remedies available to a mark's owner would be unduly restricted.

[46] 95 Phil. 1 (1954) [Per J. Labrador, En Banc].

[47] Id. at 3-5.

[48] 100 Phil. 214 (1956) [Per J. Montemayor, En Banc].

[49] 122 Phil. 556 (1965) [Per J. Makalintal, En Banc].

[50] 142 Phil. 523 (1970) [Per J. Reyes, J.B.L., First Division].

[51] 160 Phil. 581 (1975) [Per J. Muñoz Palma, First Division].

[52] 231 Phil. 149 (1987) [Per J. Fernan, Second Division].

[53] G.R. No. 103543, July 5, 1993 [Per J. Griño-Aquino, En Banc].

[54] Intellectual Property Code, sec. 155 states:

SECTION 155. Remedies; Infringement. - Any person who shall, without the consent of the owner of the registered mark:

155.1. Use in commerce any reproduction, counterfeit, copy, or colorable imitation of a registered mark or the same container or a dominant feature thereof in connection with the sale, offering for sale, distribution, advertising of any goods or services including other preparatory steps necessary to carry out the sale of any goods or services on or in connection with which such use is likely to cause confusion, or to cause mistake, or to deceive; or

155.2. Reproduce, counterfeit, copy or colorably imitate a registered mark or a dominant feature thereof and apply such reproduction, counterfeit, copy or colorable imitation to labels, signs, prints, packages, wrappers, receptacles or advertisements intended to be used in commerce upon or in connection with the sale, offering for sale, distribution, or advertising of goods or services on or in connection with which such use is likely to cause confusion, or to cause mistake, or to deceive, shall be liable in a civil action for infringement by the registrant for the remedies hereinafter set forth: Provided, That the infringement takes place at the moment any of the acts stated in Subsection 155.1 or this subsection are committed regardless of whether there is actual sale of goods or services using the infringing material.

[55] McDonald's Corp. v. L.C. Big Mak Burger, Inc., 480 Phil. 402 (2004) [Per J. Carpio, First Division]; Dermaline, Inc. v. Myra Pharmaceuticals, Inc., 642 Phil. 503 (2010) [Per J. Nachura, Second Division]; and Societe Des Produits Nestle, S.A. v. Puregold Price Club, 817 Phil. 1030 [Per Acting C.J. Carpio, Second Division].

[56] G.R. No. 217916, June 20, 2018, <https://elibrary.judiciary.gov.ph/thebookshelf/showdocs/l /64282> [Per J. Reyes, Jr., Second Division].

[57] Id.

[58] 117 Phil. 779 (1963) [Per J. Bautista Angelo, En Banc].

[59] Id. at 780.

[60] Id. at 783.

[61] Id. at 782-783.

[62] 123 Phil. 994 (1966) [Per J. Bengzon, J.P., En Banc].

[63] 218 Phil. 375 (1984) [Per J. Makasiar, Second Division].

[64] 260 Phil. 435 (1990) [Per J. Cruz, First Division].

[65] 321 Phil. 1001, 1002 (1995) [Per J. Kapunan, First Division].

[66] 167 Phil. 287 (1977) [Per J. Muñoz Palma, First Division].

[67] 123 Phil. 329 (1966) [Per J. Sanchez, En Banc].

[68] 704 Phil. 146 (2013) [Per J. Bersamin, First Division].

[69] 526 Phil. 300 (2006) [Per J. Garcia, Second Division].

[70] 406 Phil. 905 (2001) [Per J. Panganiban, Third Division].

[71] 628 Phil. 13 (2010) [Per J. Carpio, Second Division].

[72] 807 Phil. 819 (2017) [Per C.J. Sereno, First Division].

[73] 647 Phil. 517 (2010) [Per J. Nachura, Second Division].

[74] G.R. No. 217781, June 20, 2018, <https://elibrary.judiciary.gov.ph/thebookshelf/showdocs/1/64285> [Per J. Peralta, Second Division].

[75] 478 Phil. 615 (2004) [Per J. Corona, Third Division].

[76] 408 Phil. 307 (2001) [Per J. Ynares-Santiago, First Division].

[77] Id. at 324.

[78] 805 Phil. 37 (2017) [Per J. Jardeleza, Third Division].

[79] Id. at 54.

[80] 480 Phil. 402 (2004) [Per J. Carpio, First Division].

[81] Mang Inasal Philippines, Inc. v. IFP Manufacturing Corp., 811 Phil. 261, 273 (2017) [Per J. Velasco, Jr., Third Division]. See also ABS-CBN Publishing, Inc. v. Director of the Bureau of Trademarks, G.R. No. 217916, June 20, 2018, <https://elibrary.judiciary.gov.ph/thebookshelf/showdocs/1/64282> [Per J. Reyes, Jr., Second Division].

[82] McDonald's Corp. v. Macjoy Fastfood Corp., 543 Phil. 90 (2007) [Per J. Garcia, First Division].

[83] J. Leonen, Dissenting Opinion, Prosel Pharmaceuticals v. Tynor Drug House, G.R. No. 248021, September 30, 2020 [Per J. Carandang, Third Division].

[84] 321 Phil. 1001 (1995) [Per J. Kapunan, First Division]. See also Esso Standard Eastern, Inc. v. Court of Appeals, 201 Phil. 803 (1982) [Per J. Teehankee, First Division].

[85] Id. at 1014.

[86] G.R. No. 209843, March 25, 2015, <https://elibrary.judiciary.gov.ph/thebookshelf/showdocs/1/59645> [Per J. Velasco, Jr., Third Division].

[87] Id.

[88] Taiwan Kolin, citing Philippine Refining Co., Inc. v. Ng Sam, 201 Phil. 61 (1982) [Per J. Escolin, Second Division]; Hickok Manufacturing Co., Inc. v. Court of Appeals, 201 Phil. 853 (1982) [Per J. Teehankee, First Division]; Acoje Mining Co., Inc. v. The Director of Patents, 148 Phil. 494 (1971) [Per J. Fernando, En Banc].

[89] Draft Decision, p. 29.

[90] This Court has not yet defined when one of its rulings should be considered a "stray case." But this Court has noted that a division case that expressly contradicts a doctrine established in an en banc case is a stray case. See Lorenzo v. Government Service Insurance System, 718 Phil. 596 (2013) [Per J. Perez, Second Division]; and Quimvel v. People of the Philippjnes, 808 Phil. 889 (2017) [Per J. Velasco, Jr., En Banc].

[91] Notably, not even Congress may change an interpretation of the Constitution or a law once this Court has made it See, Calderon v. Carale, 284 Phil. 385 (1992) [Per J. Padilla, En Banc].

[92] CONST. art. 8, sec. 4(3) provides:

SECTION 4....

(3) Cases or matters heard by a division shall be decided or resolved with the concurrence of a majority of the Members who actually took part in the deliberations on the issues in the case and voted thereon, and in no case, without the concurrence of at least three of such Members. When the required number is not obtained, the case shall be decided en banc: Provided, that no doctrine or principle of law laid down by the court in a decision rendered en banc or in division may be modified or reversed except by the court sitting en banc. (Emphasis supplied)

[93] G.R. Nos. 211820-21, June 6, 2018,  <https://elibrary.judiciary.gov.ph/thebookshelf/showdocs/1/64270> [Per J. Bersamin, Third Division].

[94] 478 Phil. 615 (2004) [Per J. Corona, Third Division].

[95] Kensonic, Inc. v. Uni-Line Multi-Resources. Inc., (Phil.) v. Uni-Line Multi-Resources, Inc., G.R. Nos. 211820-21, June 6, 2018, <https://elibrary.judiciary.gov.ph/thebookshelf/showdocs/1/64270> [Per J. Bersamin, Third Division].

[96] Canon Kabushiki Kaisha v. Court of Appeals, 391 Phil. 154 (2000) [Per J. Gonzaga-Reyes, Third Division].

[97] Shell Co. of the Philippines, Ltd. v. Ins. Petroleum Refining Co., Ltd and CA, 120 Phil. 434 (1964) [Per J. Paredes, En Banc].

[98] J. Leonen, Concurring Opinion, Asia Pacific Resources International Holdings, Ltd v. Paperone, Inc., G.R. Nos. 213365-66, December 10, 2018, <https://elibrary.judiciary.gov.ph/thebookshelf/showdocs/1/64829> [Per J. Gesmundo, Third Division].

[99] Id.

[100] Emerald Garment Manufacturing Corp. v. Court of Appeals,, 321 Phil. 1001 (1995) [Per J. Kapunan, First Division]; Del Monte Corp. v. Court of Appeals, 260 Phil. 435 (1990) [Per J. Cruz, First Division]; Asia Brewery, Inc. v. Court of Appeals, G.R. No. 103543, July 5, 1993 [Per J. Griño-Aquino, En Banc]; Levi Strauss (Phils.), Inc. v. Lim, 593 Phil. 435 (2009) [Per J. Reyes, R.T., Third Division]; and Converse Rubber Corp. v. Jacinto Rubber & Plastics Co., Inc., 186 Phil. 85 (1980) [Per J. Barredo, Second Division].

[101] Mighty Corp. v. E. & J. Gallo Winery, 478 Phil. 615 (2004) [Per J. Corona, Third Division]; Taiwan Kolin Corp., Ltd v. Kolin Electronics Co. Inc., G.R. No. 209843, March 25, 2015, <https://elibrary.judiciary.gov.ph/thebookshelf/showdocs/1/59645>  [Per J. Velasco, Jr., Third Division]; and Mang Inasal Philippines, Inc. v. IFP Manufacturing Corp., 811 Phil. 261 (2017) [Per J. Velasco, Jr., Third Division].

[102] In Lim Hoa v. Director of Patents, 100 Phil. 214 (1956) [Per J. Montemayor, En Banc], this Court stated: The danger of confusion in trademarks and brands which are similar may not be so great in the case of commodities or articles of relatively great value, such as, radio and television sets, air conditioning units, machinery, etc., for the prospective buyer, generally the head of the family or a businessman, before making the purchase, reads the pamphlets and all literature available, describing the article he is planning to buy, and perhaps even makes comparisons with similar articles in the market. He is not likely to be deceived by similarity in the trademarks because he makes a more or less thorough study of the same and may even consult his friends about the relative merit and performance of the article or machinery, as compared to others also for sale. But in the sale of a food seasoning product, a kitchen article of everyday consumption, the circumstances are far different. Said product is generally purchased by cooks and household help, sometimes illiterate who are guided by pictorial representations and the sound of the word descriptive of said representation. The two roosters appearing in the trademark of the applicant and the hen appearing on the trademark of the oppositor, although of different sexes, belong to the same family of chicken, known as manokin all the principal dialects of the Philippines, and when a cook or a household help or even a housewife buys a food seasoning product for the kitchen the brand of "Manok" or "Marca Manok" would most likely be upper most in her mind and would influence her in selecting the product, regardless of whether the brand pictures a hen or a rooster or two roosters. To her, they are all manok. Therein lies the confusion, even deception.

[103] Draft Decision, p. 39.

[104] J. Leonen, Concurring Opinion, Asia Pacific Resources International Holdings, Ltd. v. Paperone, Inc., G.R. Nos. 213365-66, December 10, 2018, <https://elibrary.judiciary.gov.ph/thebookshelf/showdocs/1/64829> [Per J. Gesmundo, Third Division].

[105] 120 Phil. 434 (1964) [Per J. Paredes, En Banc].

[106] Id. at 441-443.

[107] See, e.g., Tortona v. Gregorio, G.R. No. 202612, January 17, 2018, <https://elibrary.judiciary.gov.ph/thebookshelf/showdocs/1/63831> [Per J. Leonen, Third Division].

[108] Draft Decision, p. 14.

[109] Id. at 20. See footnote 95 of the Draft Decision.

[110] See INTELLECTUAL PROPERTY CODE, Section 5(b) in relation to Section 7(a).

[111] See this Court's extended discussion on the applicability of United States cases of Mancuso v. Taft, United States Civil Service Commission v. National Association of Letter Carriers AFL-CIO, 476 F.2d 187 (1973); and Broadrick v. State of Oklahoma in Quinto v. Commission on Elections, 627 Phil. 193 (2010) [Per C.J. Puno, En Banc].

[112] J. Leonen, Dissenting Opinion, Prosel Pharmaceuticals v. Tynor Drug House, G.R. No. 248021, September 30, 2020 [Per J. Carandang, Third Division].

[113] Alhambra Cigar and Cigarette Manufacturing Co. v. Mojica, 27 Phil. 266 (1914) [Per J. Moreland, First Division].

[114] J. Leonen, Dissenting Opjnion, Zuneca Pharmaceutical v. Natrapharm, Inc., G.R. No. 211850, September 8, 2020, <https://elibrary.judiciary.gov.ph/thebookshelf/showdocs/1/66500> [Per J. Caguioa, En Banc] in relation with CONST., art. 12, sec. 6, which states:

SECTION 6. The use of property bears a social function, and all economic agents shall contribute to the common good. Individuals and private groups, including corporations, cooperatives, and similar collective organizations, shall have the right to own, establish, and operate economic enterprises, subject to the duty of the State to promote distributive justice and to intervene when the common good so demands.

[115] Id.




SEPARATE CONCURRING OPINION

M. LOPEZ, J.:

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