Source: https://ipmall.law.unh.edu/content/ttab-trademark-trial-and-appeal-board-1-re-lamson-oil-company-serial-no-600158-august-31
Timestamp: 2019-04-21 12:33:59+00:00

Document:
Applicant applied to register the mark TRUCOOL in block letters for "synthetic coolant for use in the metal working industry for machining operations." [FN1] Registration was refused under Section 2(d) of the Lanham Act on the grounds that applicant's mark, as applied to applicant's goods, so resembles the mark TURCOOL--previously registered for "cutting oil" [FN2]--that confusion is likely. When this refusal was made final, applicant filed this appeal.
Applicant and the Examining Attorney have filed briefs. No oral hearing was requested.
Applicant acknowledges "that there is a close relationship between the goods" of its application and the goods of the cited registration. (Applicant's brief p. 1). "The only issue, therefore, is whether the two marks themselves are sufficiently similar as to be likely to cause confusion among purchasers of the goods." (Applicant's brief p. 1). Applicant's argument that confusion is not likely is based on its contentions (1) that TRUCOOL and TURCOOL are dissimilar in appearance, sound and meaning, and (2) that applicant's goods and registrant's goods "are sold to and used by purchasers likely to have knowledge of the source with whom they are dealing." (Applicant's brief p. 2). We disagree, and affirm the refusal to register.
"It is necessary to note at the outset that, where as here, the goods of the parties are similar in kind and/or closely related ... the degree of similarity of the marks under which these products are sold need not be as great as in the case of diverse or different goods." ECI Division of E-Systems v. Environmental Communications, 207 USPQ 443, 449 (TTAB 1980). "It is not necessary to constitute an infringement that every word of a trademark would be appropriated." Saxlehner v. Eisner & Mendelson Co., 179 U.S. 19, 33 (1900).
*2 Even assuming applicant is correct in asserting that its goods and the goods of the cited registration are sold to and used by only knowledgeable individuals, the similarity of TURCOOL and TRUCOOL is so great that confusion is nevertheless likely. Application of Computer Communications, Inc., 484 F.2d 1392, 1394, 179 USPQ 51, 52 (CCPA 1973) ("... being skilled in one's art does not necessarily preclude mistaking one trademark for another when the marks are as similar as those before us, and cover merchandise in the same general field.") See also Daltronics, Inc. v. H.L. Dalis, Inc., 158 USPQ 475, 481 (TTAB 1968).
FN1. Serial No. 600,158, filed May 22, 1986, claiming first use on April 21, 1986.
FN2. Registration No. 760,235, issued November 19, 1963 to Purex Corporation, Ltd. (California corporation), doing business as Turco Products, Inc. and renewed for an additional twenty years.
FN3. Obviously, correct pronunciation as desired by the applicant cannot be relied upon to avoid a likelihood of confusion. There is no "correct" pronunciation for a trademark. Yamaha International Corp. v. Stevenson, 196 USPQ 701, 703 (TTAB 1977). See also In re Belgrade Shoe Co., 411 F.2d 1352, 162 USPQ 227 (CCPA 1969).
FN4. It should be noted that similarity of the marks in one respect--sight, sound or meaning--will not automatically result in a finding of likelihood of confusion even if the goods are identical or closely related. Rather, the rule is that taking into account all of the relevant facts of a particular case, similarity as to one factor (sight, sound or meaning) alone "may be sufficient to support a holding that the marks are confusingly similar." Trak Inc. v. Trag Inc., 212 USPQ 846, 850 (TTAB 1981) (emphasis added). To the extent that the above cited statements from General Foods Corp. v. Wisconsin Bottling, Inc., supra and In re Mack, supra suggest that a finding of similarity as to sight, sound or meaning automatically results in a finding of likelihood of confusion when the goods are identical or closely related, said statements are hereby clarified.

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