Opinion ID: 162544
Heading Depth: 3
Heading Rank: 2

Heading: Intent to Copy

Text: 16 Proof that a defendant chose a mark with the intent of copying the plaintiff's mark may, standing alone, justify an inference of likelihood of confusion. Beer Nuts, Inc. v. Clover Club Foods Co., 711 F.2d 934, 941 (10th Cir.1983) [hereinafter Beer Nuts I ]. The proper focus under this factor is whether defendant had the intent to derive benefit from the reputation or goodwill of plaintiff. King of the Mountain Sports, 185 F.3d at 1091 (quotation omitted). One who adopts a mark similar to another already established in the marketplace does so at his peril, because the court presumes that he can accomplish his purpose: that is, that the public will be deceived. All doubts must be resolved against him. Beer Nuts I, 711 F.2d at 941 (citations and quotation omitted). 17 In support of the assertion that Beautyco intentionally copied Marianna's mark, Marianna cites to a June 1994 fax written by Beautyco's supplier Charles Coleman to another filler stating that Beautyco wants to knock-off Sally's Generic line. Coleman explained in his deposition that this statement meant that Beautyco wanted to copy both the product and the packaging of the Generic Value Products line. Marianna also cites to the deposition of Sid Lande, a manufacturer's representative who worked with Marianna on the Generic Value Products line. Lande testified in a deposition that Rhodes said he wanted the GENERIX line to look like what Sally's doing.... [Rhodes] wanted to make it look very similar to what Sally was marketing. Although it is not precisely clear whether Beautyco specifically wanted to copy the Generic Value Products mark, as opposed to the line's trade dress, a reasonable inference is that Beautyco wanted to copy the whole of the Generic Value Products line. Any doubts about this factor must be resolved against Beautyco. Beer Nuts I, 711 F.2d at 941. Viewing the Coleman fax and the Coleman and Lande deposition testimony in the light most favorable to Marianna, a reasonable jury could find that Beautyco intended to copy the Generic Value Products trademark. This factor therefore weighs in favor of Marianna.