カテゴリー: Trademark Appeal

Trademark dispute over MASTER SOMMELIER

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The Japan Patent Office (JPO) decided to overturn the examiner’s rejection to TM App no. 2023-37634 for the mark “MASTER SOMMELIER OF SAKE” due to an unlikelihood of confusion with “The Court of Master Sommeliers” when used in connection with educational consultancy and examination services of class 41.
[Appeal case no. 2024-10027, decided on May 15, 2025]

MASTER SOMMELIER OF SAKE

Sake Sommelier Academy Limited, a UK company, filed a trademark application for the mark “MASTER SOMMELIER OF SAKE” (see below) for use on educational consultancy; educational examination; arranging, conducting and organization of seminars; providing electronic publications and other services in class 41 with the JPO on April 7, 2023.

The applicant works alongside a network of approved professional sake educators in all corners of the globe, to provide unprecedented Sake Sommelier training.

https://sakesommelieracademy.com/

The Court of Master Sommeliers

On March 19, 2024, the JPO examiner rejected the applied mark because the term “MASTER SOMMELIER” is widely recognized by consumers as the highest-level sommelier qualification conferred by the Court of Master Sommeliers (CMS), a UK-based organization. Therefore, because of the close resemblance between the marks, using the applied mark in connection with the designated services could cause consumers to believe a source of the services in question from CMS or its association. Accordingly, the applied mark is unregistrable based on Article 4(1)(xv) of the Japan Trademark Law.

https://courtofmastersommeliers.org/

The applicant filed an appeal with the JPO to contest the rejection on June 17, 2024, and argued that there is no likelihood of confusion with CMS.

JPO decision

In global assessment of a likelihood of confusion, the JPO Appeal Board compared similarity of mark as one of the factors.

“When comparing the appearance of the applied mark with that of the cited mark, notable differences are evident. The applied mark contains a figurative element that represents a small sake cup (ochoko). The literal element of the applied mark contains the phrase “of Sake” at the end, which is not present in the cited mark. These differences have a significant impact on the overall visual impression, and the marks are therefore unlikely to be confused in appearance.

Secondly, with respect to pronunciation, “Master Sommelier of Sake” differs from “Master Sommelier” due to “of Sake” at the end. The distinction substantially alters the whole sound of respective marks, making the two marks clearly distinguishable.

Finally, a conceptual comparison is neural as neither the applied mark nor the cited mark has any clear meaning”.

In light of the foregoing, the Board found that two marks are deemed dissimilar overall, and the degree of similarity between them is low.

Given that it is unclear whether the cited mark is widely recognized among consumers in Japan as an indicator of services associated with CMS, using the applied mark by the applicant in connection with the services in class 41 is unlikely to cause traders or consumers to associate or recall the cited mark, the Board held.

Based on the foregoing, the JPO Appeal Board overturned the examiner’s rejection and granted protection of the applied mark accordingly.

Trademark dispute: “VOLKA” vs “VOLGA”

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The Japan Patent Office (JPO) overturned the examiner’s rejection to TM App no. 2023-82305 for word mark “VOLKA” in class 34 on the ground of dissimilarity to TM Reg no. 5940973 for word mark “VOLGA” in class 35.
[Appeal case no. 2025-148, decided on May 7, 2025]

VOLKA

Fukashiro Corporation filed a trademark application for word mark “VOLKA” in standard character for use on hookahs, tobacco, electronic cigarettes, smokers’ articles, and matches in class 34 with the JPO on July 25, 20223 [TM App no. 2023-82305].

VOLGA

On May 31, 2024, the JPO examiner rejected the applied mark based on Article 4(1)(xi) of the Japan Trademark Law by citing earlier TM Reg no. 5940973 for wordmark “VOLGA” in standard character that designates various services in class 35.

The applicant filed an appeal against the rejection on August 30, 2024, and requested for cancellation of the rejection by arguing dissimilarity of mark.

JPO decision

At the outset, the JPO Appeal Board found the applied mark “VOLKA” does not give rise to any specific meaning since it is not a word on English dictionary and there is no common trade practice of actual use of the word. Meanwhile, the Board found the cited mark “VOLGA” has a meaning of ‘the longest ricer in Europe, stretching through Russia and flowing into the Caspian Sea’.

In light of the aforementioned findings, the Board made a comparative analysis of two marks from the perspectives of visual, aural and conceptual similarity.

Visually, although both marks share the four letters “VOL” at the beginning and “A” at the end, the fourth letters ‘K’ and “G” are different. Given that both marks consist of only five letters, the difference cannot be negligible from the overall impression. Relevant consumers would consider the respective marks represent a distinct word. Therefore, they are visually distinguishable.

Phonetically, there is difference in the sound of the unvoiced consonant ‘ka’ and the voiced consonant “ga” at the end of the word. Since both marks consist of only three sounds, which is an extremely short sound structure, the difference at the end of respective word has a remarkable impact on the overall sound, and the entire pronunciation gives rise to distinctive tone and feel.

Conceptually, there is no likelihood of confusion between the applied mark the cited mark because the applied mark has no meaning, whereas the cited mark gives rise to a meaning of ‘the Volga River’.

Therefore, the Board has a reason to believe the applied mark is dissimilar to, and unlikely to cause confusion with the cited mark when used on the goods in question.

Trademark dispute: “MARZY” vs “by MERZY”

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The Japan Patent Office (JPO) affirmed the examiner’s rejection to TM App no. 2023-54018 for word mark “by MERZY” in class 3 due to a conflict with TM Reg no. 6704955 for word mark “MARZY” in the same class 3.
[Appeal case no. 2025-148, decided on May 7, 2025]

TM App no. 2023-54018

MEFACTORY Co., Ltd., a South Korean cosmetic company, filed a trademark application for word mark “by MERZY” for use on cosmetics in class 3 with the JPO on May 18, 20223.

The cosmetic brand “MERZY,” which was born in South Korea, now attempts to attract Japanese consumers as well. The South Korean beauty market is valued at $25 billion, and ranked 5th in global cosmetic exports.

https://www.qoo10.jp/shop/MERZY

TM Reg no. 670495

On October 18, 2024, the JPO examiner rejected the applied mark based on Article 4(1)(xi) of the Japan Trademark Law by citing earlier TM Reg no. 6704955 for wordmark “MARZY” in standard character that designates cosmetics in class 3 owned by Yugen Kaisha LIMPIO.

https://questlimpio.com/

The applicant filed an appeal against the rejection on January 7, 2025, and requested for cancellation of the rejection by arguing dissimilarity of mark.

In the appeal, the applicant argued inter alia the dissimilarity of sound between “MERZY” and “MARZY”.

JPO decision

The JPO Appeal Board found that relevant consumers would consider the literal element “MERZY” as a dominant portion of the applied mark, given the common usage of the English word “by”.

Therefore, it is permissible to dissect into individual parts and assess similarity to the cited mark focusing on the word element “MERZY” of the applied mark.

The Board stated that the applied mark is likely to give rise to two sounds, ‘mɜː zi’ or ‘merzi’, based on the fact that the term “MERZY” is not a word on English dictionary. Regarding the cited mark “MARZY”, the Board found that it just gives rise to a sound of ‘mɜː zi’.

Based on the foregoing, the Board assessed both marks visually give a substantially similar impression because the term “MERZY” and “MARZY” consist of five letters and a difference in the second letter is trivial.

Even though both marks are neutral in concept, they give a substantially similar impression in appearance and share the same pronunciation. Taking into account the comprehensive impression, memory, and associations of both marks conceived in the mind of relevant traders and consumers, the Board has a reason to believe that both marks are similar to a high degree and likely to cause confusion when used in relation to the goods in question.

Similarity of trademark containing a similar star device

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In an appeal trial, the Japan Patent Office (JPO) overturned the examiner’s rejection of TM App no. 2024-17220 for the mark F with a star device, finding that it was dissimilarity to earlier TM Reg no. 4105585 for the encircled star device mark.
[Appeal case no. 2024-18518, decided on April 30, 2025]

TM App no. 2024-17220

Fighters Sports & Entertainment Co., Ltd., an affiliate company of the Japanese professional baseball team “Hokkaido Nippon-Ham Fighters”, filed a trademark application for a mark consisting of the letter “F” and a blue-star device (see below) for use on various foods in class 29 and 30 with the JPO on February 21, 2024.

The applied mark is used to indicate a newly developed facilities and ES CON FIELD, a home stadium of Nippon-Ham Fighters in Hokkaido.

https://www.hkdballpark.com/

TM Reg no. 4105585

On August 1, 2024, the JPO examiner rejected the applied mark based on Article 4(1)(xi) of the Japan Trademark Law due to its similarity to an earlier TM Reg no. 4105585 for an encircled star device mark in class 30.

The applicant filed an appeal against the rejection on November 20, 2024, and requested cancellation of the examiner’s refusal by arguing dissimilarity of mark.

JPO decision

At the outset, the JPO Appeal Board found the literal element “F” of the applied mark per se would not play a role in identifying specific source because a single digit is commonly used to describe a model or code of the goods in question. If so, the star device can be dominant in the applied mark.

The Board further stated that the applied mark as a whole is clearly distinguishable from the cited mark by the presence or absence of the letter “F.”

Even when comparing the respective star devices, there are two distinguishing features. First, the cited mark has two longer lower protrusions. Second, the star device is represented in a circle. These differences are sufficient to find a lack of likelihood of confusion when they are compared at different times and locations.

An aural and conceptual comparison is neutral because neither the applied mark nor the cited mark has any clear meaning.

Considering that the two marks are not visually similar and cannot be compared in terms of pronunciation and concept, the Board believes that the applied mark is dissimilar to the cited mark. Therefore, there is less risk of confusion regarding the source of the goods in question when considering the overall impression and memory of the respective marks.

JPO Said No to Register Kawasaki Green Color Mark

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On March 19, 2025, the Japan Patent Office (JPO) finally decided to reject a color mark application filed a decade ago by Kawasaki Heavy Industries, Ltd., which sought to register a green color used on the world-famous Kawasaki motorcycles.
[Appeal case no. 2022-11189]

Narrow gate to color mark registration

On April 1, 2015, the Japan Trademark Law has opened the door to the registration of marks consisting solely of a color or colors. To date, 589 color marks have been filed with the JPO, and only 11 have been granted registration. This represents a success rate of only 1.9%.

Kawasaki Green

On the very first day, Kawasaki Heavy Industries, Ltd., famous for sports and racing bikes, sought for registration of a color mark consisting solely of light green (R105, G190, B40) in connection with motorcycles (cl.12). [TM App no. 2015-30667]

In addition, Kawasaki filed two color mark applications for a single light green color represented on fuel tank (position) and a color combination of light green and black as shown below for use on motorcycles (cl. 12) with the JPO on the same day, but these were all withdrawn or rejected due to a lack of inherent and acquired distinctiveness. [TM App nos. 2015-30668, 2015-30696]

Allegedly, Kawasaki has been using the light green color on their Ninja, KX, KLX and other motorcycles since 1975, but, according to the catalogs, the color was used on less than 40 % of the total Kawasaki motorcycles. Besides, annual sales of the motorcycles using the light green color averaged approximately 23.4%.

On April 19, 2022, the JPO examiner rejected the color mark based on Article 3(1)(iii) of the Japan Trademark Law.

Kawasaki filed an appeal against the rejection and agued acquired distinctiveness of the light green in connection to motorcycles on July 19, 2022.

In order to demonstrate the acquired distinctiveness of the light color as a source indicator of Kawasaki motorcycles, Kawasaki conducted the market research that targeted a total of 1,000 men and women aged from 16 to 79 who has a motorcycle driver’s license, 90.5% of the interviewees who answered that they had seen the color in connection with motorcycles or motorcycle shops (66.1% of the total interviewees) could associate the color with Kawasaki.

JPO decision

The JPO Appeal Board noted the light green has acquired a certain degree of recognition among relevant consumers as a source indicator of Kawasaki motorcycles in view of substantial use for the past five decades.

However, the Board found that the market research was insufficient to objectively assess the acquired distinctiveness of the applied mark, as it was only targeted at motorcycle license holders. Moreover, competitors also manufacture many motorcycles with a similar green color.

According to the IP High Court’s decision, a mark consisting of a single color is not registrable unless it has acquired an extremely high degree of recognition as an indication of a particular source as a result of substantial use, to the extent that the exclusive use of the color would not cause detriment to the public in general.

In light of the fact that the light green color was used on less than 40 % of Kawasaki’s motorcycles, and the annual sales of the motorcycles using the light green color averaged approximately 23.4%, the Board has no reason to believe that the applied color has acquired a high degree of secondary meaning to outweigh the detrimental effect on the public at large if registered.

Based on the foregoing, the Board affirmed the examiner’s rejection and decided to refuse the applied mark based on Article 3(1)(iii) of the Japan Trademark Law.

It is appealable to the IP High Court until May 8, 2025.

Trademark dispute: “MARROW” vs “Le mallow”

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In a recent decision, the Japan Patent Office (JPO) disaffirmed the examiner’s rejection of TM App no. 2023-42899 for wordmark “MARROW” in class 3 based on erroneous finding of similarity to earlier TM Reg no. 6107748 for wordmark “Le mallow” in class 3.
[Appeal case no. 2024-10724, decided on March 3, 2025]

MARROW

East Corporation Inc. files a trademark application for word mark “MARROW” in standard character for use on cosmetics in class 3 with the JPO on March 29, 2024 [TM App no. 2023-42899].

https://eastcorporation.net/

Le mallow

On March 29, 2024, the JPO examiner found the applied mark is note eligible for registration under Article 4(1)(xi) of the Japan Trademark Law due to a conflict with earlier TM Reg no. 6107748 for the wordmark consisting of “Le mallow” and its Japanese transliteration represented as below. The cited mark also designates cosmetics in class 3.

The examiner stated in her rejection that a mark to be used in connection with cosmetics and clothing frequently contains French terms. The word “Le”, known as a definite article in French having no particular meaning, is less distinctive per se. In this respect, it is reasonable to assume that relevant consumers would pay attention to the word “mallow” as distinctive and dominant element of the applied mark. If so, the examiner believes that the cited mark does not give rise to a specific meaning, but has the same sound with the applied mark.

Where the consumers are unable to remember a mark with its meaning, they will have to rely on its sound. Therefore, in assessing similarity of the mark that has no particular meaning, it is reasonable to focus on similarity of the sound as a matter of course.

The applicant filed an appeal against the rejection with the JPO on June 28, 2024, requesting that the rejection be set aside.

JPO Appeal Board decision

The JPO Appeal Board had doubt whether the term “mallow” is dominant in the cited mark from overall configuration.

The Board found the cited mark should be assessed in its entirety because the literal elements are all represented in the same font and size. The whole sound can be pronounced smoothly. Given the term “mallow” is not a familiar foreign word among relevant consumers in Japan, it is rather unreasonable to find that the cited mark can be dissected into two words and the consumers consider the term “mallow” as a dominant element of the cited mark.

Based on the above findings, the Board assessed similarity of the marks.

From appearance, both marks are distinguishable on account of differences in overall configuration and components of the letter. Aurally, the sound “mær·oʊ” of the applied mark and “lə mæl.oʊ” of the cited mark are dissimilar due to clear difference in the initial sound. A conceptual comparison is neutral as neither mark has any clear meaning. Taking globally into consideration the impression, recollection, and perception of both marks by the average consumers, the Board finds it reasonable to consider the applied mark is dissimilar to and unlikely to cause confusion with the cited mark.

As a conclusion, the Board decided to overturn the examiner’s rejection and granted registration of the applied mark.

Porsche Successful in Registration of Composite Mark “PCA”

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The Japan Patent Office (JPO) reversed the examiner’s rejection of TM App no. 2023-61383 for composite mark “PCA” filed by Porshe Japan on account of dissimilarity to earlier trademark registrations for word mark “PCA”.
[Appeal case no. 2024-3079, decided on February 17, 2025]

PREMIUM CHARGING ALLIANCE “PCA”

Porsche Japan K.K., a wholly-owned subsidiary of Porsche AG as an official distributor of Porsche vehicles in Japan, filed trademark application for composite mark “PCA” as shown below with the JPO for use on ‘compute programs’ in class 9 and ‘computer software design; computer programing; maintenance of computer software; providing computer programs on data networks’ in class 42 on June 5, 2023.

Porsche Japan has launched a project to expand the network of 150kW fast charging stations across Japan by forming an alliance with Audi in April 2022. The applied mark is used to indicate the project.

JPO examination

On November 21, 2023, the JPO examiner rejected the applied mark due to a conflict with earlier trademark registration nos. 1738222, 5762134 and 5764544 for word mark “PCA” in class 9 and 42 owned by PCA Corporation based on Article 4(1)(xi) of the Trademark Law.

In the refusal decision, the examiner stated that the element “PCA” in the upper line of the applied mark is dominant in the overall visual impression. If so, the applied mark is confusingly similar to the cited marks, even though there is a difference in appearance, since both marks give rise to the same sound.

Porsche Japan filed an appeal against the rejection on February 21, 2024, requesting that the decision be set aside.

Appeal Board decision

The JPO Appeal Board found the applied mark should not be dissected into individual parts from its overall configuration. Relevant consumers would recognize the term “PCA” in the upper line as an abbreviation of the term “PREMIUM CHARGING ALLIANCE” in the lower line. Both the term “PCA” and “PREMIUM CHARGING ALLIANCE” would not give rise to any specific meaning.

In assessing similarity of the marks, the Board held there is no clear distinction in appearance between the marks as a whole. Phonetically, the applied mark is dissimilar to the cited marks on account of the sound arising from the term “PREMIUM CHARGING ALLIANCE”. The conceptual aspect does not have impact on the assessment of similarity, since both marks are meaningless.

Based on the above findings, the Board found the examiner erroneously applied Article 4(1)(xi) and declared registration of the applied mark due to dissimilarity to the earlier mark “PCA”.

Is “WEBmetaverse” registrable as a trademark?

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The Japan Patent Office (JPO) affirmed the examiner’s rejection to TM App no. 2022-131131 for wordmark “WEBmetaverse” by finding a lack of inherent distinctiveness in relation to the designated goods and services in classes 9, 35, 38, 41 and 42.
[Appeal case no. 2024-1154, decided on February 13, 2025]

WEBmetaverse

COLOPL, Inc. filed a trademark application for mark “WEBmetavese” in standard character with the JPO on November 16, 2022 (TM App no. 2022-131131).

The mark covers various goods and services in classes 9, 35, 38, 41, and 42 relating to computer programs, virtual reality, SaaS, and others.

The applied mark has been in use on their platform for users to experience the metaverse.

https://lp.webmetaverse.jp/

On October 24, 2023, the JPO examiner rejected the mark based on Article 3(1)(vi) of the Japan Trademark Law by finding that:

“WEB” is an abbreviation of World Wide Web. “metaverse” means a virtual-reality space in which users can interact with a computer-generated environment and other users. Therefore, the applied mark is recognized just to indicate ‘a virtual-reality space provided on internet’ as a whole. If so, the relevant consumers will not be able to identify a specific source of the goods and services from the mark applied for.

Article 3(1)(vi) is a provision to comprehensively prohibit from registering any mark lacking inherent distinctiveness.

Any trademark to be used in connection with goods or services pertaining to the business of an applicant may be registered, unless the trademark:

(vi)　is in addition to those listed in each of the preceding items, a trademark by which consumers are not able to recognize the goods or services as those pertaining to a business of a particular person.

The applicant filed an appeal against the examiner’s refusal on January 23, 2024, contesting the inherent distinctiveness of the mark “WEBmetaverse” based on the fact that the mark applied for was not actually used by any entity other than the applicant.

JPO decision

The JPO Appeal Board stated that:

Recently, “Metaverse” has been at the center of attention in the public. There is a circumstance that the metaverse accessible from a web browser without specific devices or applications is referred to as a “Web-type Metaverse”.

Therefore, the mark applied for just gives rise to a meaning of “Metaverse using the Web” as a whole. If so, relevant consumers at the sight of the mark used on the goods and services in question would simply recognize it to indicate the purpose or function of the goods and services for “Metaverse using the Web”. It is reasonable to say that the mark applied for cannot play a role in distinguishing goods and services with competitors.

A fact that plenty of mark containing the term “Metaverse” have been registered would not be binding and relevant because these registrations are different from the mark applied for.　

Article 3(1)(vi) of the Trademark Law should be applied on a case-by-case basis, with due consideration given to the configuration of the mark as well as the common practices of transactions at the time of examination or trial decision.

Based on the foregoing, the Board decided to dismiss an appeal entirely and found “WEBmetaverse” unregistrable as a trademark.

JPO found “Pitta” dissimilar to “PITTA MASK”

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In an administrative decision on Jan 14, 2025, the Japan Patent Office (JPO) overturned the examiner’s rejection that found similarity of mark between earlier TM Reg no. 6486979 “PITTA MASK” (Cl. 35) and junior TM App no. 2023-61590 “Pitta” (Cl. 35).
[Appeal case no. 2024-6542]

Applied mark “Pitta”

Pitta Co., Ltd. filed a trademark application for word mark “Pitta” in standard character with the JPO on June 5, 2023.

The application designates various services in classes 35 and 42, in particular ‘advertising and publicity services; promoting the goods and services of others through the administration of sales and promotional incentive schemes involving trading stamps; business management; marketing research or analysis; providing commercial information and advice for consumers in the choice of products and services’.

Earlier mark “PITTA MASK”

On November 20, 2023, the JPO examiner raised her objection due to a conflict with earlier TM Reg no. 6486979 “PITTA MASK” (see below) based on Article 4(1)(xi) of the Japan Trademark Law.

Article 4(1)(xi) is a provision that prohibits the registration of a junior mark that is deemed identical with, or similar to, any earlier registered mark.

https://www.arax.co.jp/pittamask/en/product/

Though the cited mark is just in use for sanitary masks, it is allowed under the trademark law to designate goods and services other than masks as long as the total number of similarity code does not exceed 22 in each class. Since the cited mark also covers the same services unrelated to sanitary masks with the applied mark in class 35, the JPO examiner decided to reject the applied mark on March 18, 2024.

The applicant filed an appeal against the rejection with the JPO on April 17, 2024 and claimed cancellation of the examiner’s rejection by arguing dissimilarity of the marks.

JPO decision

The JPO Appeal Board found the examiner errored in finding similarity of mark and decided to reverse the rejection.

The Board reasoned that the term “SELECT” is a less distinctive word since it is commonly used to exaggerate quality of goods and service. Meanwhile, the term “PITTA” and “MASK” are depicted in a larger and conspicuous font, and visually represented as a combined element. The term “MASK” would not be less distinctive when used on goods and services unrelated to sanitary masks. If so, the literal portion consisting of “PITTA” and “MASK” can be extricable part of the cited mark. Therefore, it is permissible to consider the portion as a dominant in the cited mark and assess similarity of mark by comparing the dominant portion with the applied mark.

Based on the above findings, the Board found the cited mark gives rise to a pronunciation of ‘pitta mask” but no specific meaning.

Visually, the applied mark is distinguishable from the dominant portion due to non-existence of the term “MASK” and horizontal lines.

Phonetically, comparing ‘pitta’ with ‘pitta mask’, both marks are easily distinguishable.

A conceptual comparison is neutral as both marks have any clear meaning.

As a conclusion, given both marks are dissimilar, even if the designated services in class 35 are overlapping, the Board has no reason to find the applied mark subject to Article 4(1)(xi).

JPO Decision: Trademark “Dear U plus” dissimilar to “dear U”

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The Japan Patent Office (JPO) overturned the examiner’s refusal and granted registration of TM App no. 2023-99199 for wordmark “Dear U plus” by finding dissimilarity to earlier marks, “dear U” and “DEAR YOU”.
[Appeal Case no. 2024-13602, decided on December 12, 2024]

TM App no. 2023-99199

Fanplus, Inc. filled a trademark application for wordmark “Dear U plus” in standard character for use on goods and services in classes 9, 35, 41 and 42 with the JPO on September 6, 2023.

Article 4(1)(xi)

On June 3, 2024, the JPO examiner rejected the applied mark based on Article 4(1)(xi) of the Japan Trademark Law by citing earlier TM Reg nos. 6570375 “dear U” (classes 9, 38, 41, and 45) and 6756169 “DEAR YOU” (classes 20, 21, 24, 27, 29, 30, 35, and 43).

In the refusal, the examiner asserted that the word “plus” is often used in conjunction with a source indicator to represent that the quality of the goods or services offered is more advanced or improved than that of existing goods or services. Under the circumstances, relevant consumers would consider the word “plus” less distinctive in connection with the goods and services in question. Therefore, the “Dear U” element is dominant in the applied mark. If so, it is reasonable to conclude that the applied mark is aurally and conceptually similar to the cited marks.

JPO Appeal Board decision

The applicant filed an appeal against the examiner’s refusal with the JPO on August 23, 2024, and argued dissimilarity of mark.

The JPO Appeal Board found that the applied mark “Dear U plus” did not have a specific meaning and would be recognized as a whole, taking into account a visual configuration represented by the same font and a less redundant pronunciation.

In assessing similarity of mark, the Board held:

The applied mark is visually distinguishable from the cited marks because of the presence of the term “plus” and the difference between the letter “U” and “YOU”. Furthermore, there are differences in the upper and lower case of the words “Dear,” “dear,” and “DEAR”.

Aurally, even though the applied mark and the cited marks contain the same sound “dɪr-juː”, the whole sounds are distinguishable because the difference in the suffix sound “plʌs” makes the overall tone and nuance of respective mark significantly different.

The conceptual aspect does not have impact on the assessment as the applied mark has no specific meaning.

Based on the foregoing, the Board found both marks dissimilar and held that the examiner erroneously applied Article 4(1)(xi). Consequently, the JPO decided to overturn the examiner’s refection.