No Likelihood of Confusion From Sales of Music CDs in Another Genre Despite Similar Marks
The One Sentence Summary: The holder of the incontestable registered mark "M2" used for music databases and limited sales of audio CDs did not establish likelihood of confusion based upon junior user's similar mark used for sales of another genre of music CDs.
What They Were Fighting About: Plaintiff M2 Software is the owner of the federally registered mark "M2" which has become incontestable after more than 5 years of use. M2 provides software and services to the music and entertainment industries, and has also sold a limited number (215) of audio CDs. Defendant Madacy began selling low priced collections of music on CD using the name "M2 ENTERTAINMENT" and filed an intent to use application with the trademark office. During licensing negotiations, Madacy ran a full-page advertisement with the M2 ENTERTAINMENT mark, and M2 Software sued, claiming Madacy had committed: (1) trademark infringement in violation of 15 U.S.C. § 1114; (2) false designation and description of origin in violation of 15 U.S.C. § 1125(a); (3) trademark dilution in violation of 15 U.S.C. § 1125(c); (4) state trademark dilution and injury to business reputation in violation of California Business and Professions Code section 14330; (5) state unfair trade practices in violation of California Business and Professions Code section 17200; and (6) common law trademark infringement, passing off, and unfair competition. After summary judgment and motion in limine rulings against M2, a jury ruled in favor of Madacy on the remaining reverse confusion claim, finding that general consumers who were not music industry members would not mistakenly believe that they were purchasing Madacy’s products while in fact they were purchasing M2 Software’s products.
Ninth Circuit Holdings:
- M2 Software was required to demonstrate a likelihood of confusion on both its forward confusion and reverse confusion claims under the 8 factor test in Sleekcraft.
- On the first Sleekcraft factor of the strength of the mark, the court found it to be a "conceptually strong" fanciful mark and that its lack of commercial success did not diminish it.
- The "proximity of goods" Sleekcraft factor weighed slightly in favor of M2 Software because both involved music, but the genres of music were very different.
- The district court properly found that the "similarity of the marks" factor of Sleekcraft weighed slightly in favor of plaintiff after properly considering the context in how the marks are actually used.
- M2 Software could not rely on deposition testimony that it failed to cite to the trial court in attempting to prove actual customer confusion. Moreover, the deposition testimony did not actually establish confusion. Thus, this factor weighed in favor of defendant.
- The "marketing channels used" Sleekcraft factor weighed heavily in defendant's favor where there was little evidence of any overlap in advertising locations or retail areas where the marks were used.
- On the factor of "type of goods and degree of care exercised", the district court properly found that the factor favored defendant Madacy. M2 Software's database customers were very sophisticated and not likely to be confused, and as to its casual customers for audio CDs, M2 failed to convince a jury they would be confused.
- The factor of defendant's intent in selecting the mark favored defendant Madacy when Madacy believed it could "carve out" a different use for its new mark after a trademark search revealed M2 Software's senior mark. There was no evidence that Madacy intended to capitalize on M2 Software's minor CD sales in adopting the name "M2 ENTERTAINMENT."
- The "likelihood of expansion" factor favored Madacy because M2 Software's sales of 215 CDs over 10 years did not indicate expansion was likely.
- M2 Software failed to demonstrate a probability of confusion among an appreciable number of consumers.
- The district court properly denied a motion for reconsideration of the summary judgment ruling that relied upon an unpublished ruling.
- The district court properly entered judgment as a matter of law in favor of a codefendant, SFX, as to which there was no evidence that it participated in use of the allegedly infringing mark.
- The district court properly excluded M2 Software's survey offered to show consumer confusion where the creator did not qualify as an expert in surveys and there was no showing of adherence to generally accepted survey practices.
- The district court properly admitted evidence of third parties' use of M2 in their marks which tended to weaken the strength of plaintiff's mark.
- The court properly bifurcated liability and damages phases.
- The court properly resolved jury instruction issues.
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