August 30, 2016
The inquiry of likelihood of confusion generally revolves around the point of view of the ordinary purchaser. In fact, jurisprudence in the Philippines is replete with trademark cases reiterating that competing marks are not meant to be scrutinized in a vacuum, but always in the context of an ordinarily intelligent buyer embedded in the realities of the marketplace. The case of Daicel Corporation vs. CFF GMBH & CO. KG (IPC No. 14-2013-0047) is an example of this standard of analysis.
Daicel Corporation is a Japanese company engaged in the manufacture, sale, and distribution of a wide spectrum of organic and inorganic products. Its predecessor Dainippon Celluloid, Ltd. came about after 8 celluloid manufacturing companies merged together during the First World War. The merger was in response to the unfortunate decrease in the demand of celluloid due to the recession. ‘DAICEL’ was coined and adopted as a trademark in 1956. And in 1966, ‘DAICEL’ was incorporated as the trade name. Presently, Daicel Corporation undertakes several key businesses including Cellulosic derivatives, organic chemicals, plastics, household products, among others.