Opinion ID: 369373
Heading Depth: 1
Heading Rank: 1

Heading: Trademark Infringement and Unfair Competition by Saxony.

Text: 4
5 Saxony's argument that its liability depends upon the existence of secondary meaning associated with Brut's trade dress prior to the introduction of Bravado in 1970 is drained of vitality by the district court's finding that the plaintiff did develop secondary meaning for its total trade dress, and such secondary meaning was largely accomplished prior to defendant's entry into the market with Bravado in October 1970, Finding of Fact No. 19 (Nov. 26, 1975), and by the court's conclusion that the Brut trade dress had been shown to be distinctive and thus protectible against infringement by plaintiff's competitors. Conclusion of Law No. 1 (Nov. 26, 1975). Saxony contends that the court based its finding of secondary meaning upon a 1974 consumer survey incapable of gauging public recognition of Brut as of 1970. We conclude that the trial court properly considered indirect evidence of secondary meaning, including the extent of Faberge's advertising and sale of Brut, see HMH Publishing Co., Inc. v. Brincat, 504 F.2d 713, 718 (9th Cir. 1974), as well as the fact that Saxony had intentionally simulated the Brut trade dress in developing its packaging for Bravado, see Fleischmann Distilling Corp. v. Maier Brewing Co., 314 F.2d 149, 157 (9th Cir. 1963). The court's findings regarding disputed facts are to be upheld unless clearly erroneous. J. B. Williams Co., Inc. v. Le Conte Cosmetics, Inc., 523 F.2d 187, 190-91 (9th Cir. 1975). The existence of secondary meaning for the Brut trade dress prior to the introduction of Bravado was hotly contested at trial. The court's finding of secondary meaning for the Brut trade dress is not clearly erroneous. Therefore, we decline to reverse it. 6
7 In order to obtain relief under 15 U.S.C. § 1114 or the relevant California statutes, Cal.Bus. & Prof.Code § 17500 and Cal.Civ.Code § 3369, a plaintiff must show that the defendant used a trademark or trade dress likely to cause confusion between the parties' products. Despite the methodological deficiencies and perhaps relatively inconclusive results of the survey evidence presented by Faberge, the court validly based its finding that Brut and Bravado are likely to be confused upon the testimony of the marketing expert provided by Faberge and upon the antecedent finding that Saxony had intended to cause confusion by simulating the Brut trade dress. See HMH Publishing Co., Inc. v. Brincat, supra at 720; Fleischmann Distilling Corp. v. Maier Brewing Co., supra at 158. 8
9 Faberge labels as clearly erroneous the court's findings that the naked Brut bottle had not acquired secondary meaning and that others should not be precluded from using a similar bottle configuration . . . as part of a different combination. Findings of Fact Nos. 12, 13 & 21 (Nov. 26, 1975). Although unnecessary to the court's conclusions regarding Saxony's trademark infringement and unfair competition, these findings may be helpful to Saxony in deciding how to repackage Bravado or whether to discontinue the product. These findings are validly based upon the court's factual conclusion that the secondary meaning developed for the Brut package or trade dress is based upon the total package, including the bottle shape, color, cap, label, neckband, each of such features contributing in some degree to what the experts in this case have described as the 'Gestalt' or overall visual impact of the package. Finding of Fact No. 20 (Nov. 26, 1975). 10