Opinion ID: 506117
Heading Depth: 3
Heading Rank: 2

Heading: Analysis of the J.B. Williams Test.

Text: 15 The test for determining likelihood of confusion, as articulated in J.B. Williams, 523 F.2d at 191, requires consideration of six factors: 16 1) the strength or weakness of the marks; 17 2) similarity in appearance, sound, and meaning; 18 3) the class of goods in question; 19 4) the marketing channels; 5) evidence of actual confusion; and 20 6) evidence of the intention of defendant in selecting and using the alleged infringing name. 21 Analyzing the undisputed facts before it according to the J.B. Williams test, the district court concluded that Sandlin's use of the word Century and his yard sign created a likelihood of confusion for the public. A trial court's determination of the likelihood of confusion is reviewed by this and most other circuits under the clearly erroneous standard. Levi Strauss & Co. v. Blue Bell, Inc., 778 F.2d 1352, 1355-56 (9th Cir.1985). 1 The district court's conclusion was not clearly erroneous, since evidence for each of the six factors points to a likelihood of confusion. 22 1) Strength of the mark. A 'strong' mark is one which is used only in a 'fictitious, arbitrary and fanciful manner', whereas a 'weak' mark is a mark that is a meaningful word in common usage, or is merely a suggestive or descriptive trademark. J.B. Williams, 523 F.2d at 192 (citations omitted). Marks may be strengthened by extensive advertising, length of time in business, public recognition, and uniqueness. 23 Evidence of the strength of Century 21's mark includes the fact that it has expended several million dollars in advertising real estate services rendered in connection with the Century 21 mark, and that the mark has been used in connection with real estate sales in excess of one billion dollars. In addition, at least two federal district courts have found Century 21's mark to be strong. Century 21 Real Estate Corp. v. Century Resorts International, Inc., 211 U.S.P.Q. (BNA) 227 (N.D.Ill.1981); Century 21 Real Estate Corp. v. 21st Century Construction Corporation, slip op. No. 78 C 32218 (N.D.Ill. October 2, 1979) (likelihood of confusion is increased by the fact that Plaintiff's mark is a strong mark entitled to a broad scope of protection). 24 2) Similarity in appearance, sound, and meaning. The identical dominant term Century is the lead word in each entity's name, which can foster confusion. Also, the district court judge, who had the opportunity to view examples of both parties' yard sign designs, found them to be sufficiently similar to hazard confusion. 25 3) Class of goods in question. The goods--real estate properties and real estate brokerage services--are essentially the same. 26 4) Marketing channels. Both Century 21's and Century Investments & Realty's marketing channels are substantially the same: local listings, yard signs, advertising. 27 5) Evidence of actual confusion. Sandlin, himself, made several slips of the tongue during the summary judgment hearing. At least twice, while arguing his position to the district court, Sandlin referred to Century 21 when he meant to say Century. The district court found at least one other instance of actual confusion, in which a couple listed their home with Sandlin, believing him to represent Century 21. Sandlin's dispute of this finding--contending that the confusion was due to the incorrect telephone listing, over which he had no control--does not change the outcome, since actual confusion need not be shown. J.B. Williams, 523 F.2d at 191 n. 5. 28 6) Evidence of defendant's intention. 29 By his own admission, Sandlin chose his new dba in order to benefit from his former affiliation with Century 21. In a letter to Century 21's attorney, Sandlin stated: 30 ... I chose to use Century as part of my new business DBA CENTURY INVESTMENTS & REALTY for the following reasons: ... 2 ... I needed something that would lead [my customers] to my new DBA. In order to stimulate their memory and to provide a trail (so to speak) to follow to get my new DBA so they can then call me, I came to the conclusion that I needed the word CENTURY as the first word of the new DBA ... they can find my new DBA by the process of elimination. In this area I will be the only non Century 21 real estate office using the word CENTURY as part of their DBA ... . I DO WANT TO PROVIDE A WAY TO STIMULATE MY CLIENTS MEMORY SO THEY CAN FIND ME.... [emphasis in original]. 31 This evidences wrongful intent. 32