Trademark Trial and Appeal Board Electronic Filing System. http://estta.uspto.gov
`ESTTA174164
`ESTTA Tracking number:
`11/12/2007
`
`Filing date:
`IN THE UNITED STATES PATENT AND TRADEMARK OFFICE
`BEFORE THE TRADEMARK TRIAL AND APPEAL BOARD
`91160999
`Plaintiff
`Life Zone, Inc.
`PETER M DE JONGE
`THORPE NORTH & WESTERN L L P
`PO BOX 1219
`SANDY, UT 84091-1219
`UNITED STATES
`Brief on Merits for Plaintiff
`Peter M. de Jonge
`murphy@tnw.com, dejonge@tnw.com, docket@tnw.com, hill@tnw.com
`/petermdejonge/
`11/12/2007
`91160999.PDF ( 228 pages )(5731478 bytes )
`
`Proceeding
`Party
`
`Correspondence
`Address
`
`Submission
`Filer's Name
`Filer's e-mail
`Signature
`Date
`Attachments
`
`

`
`
`
`Our File No. 00396-23 55 8
`TRADEMARK
`
`Peter M. de Jonge
`Gordon K. Hill
`
`THORPE NORTH & WESTERN
`
`8180 South 700 East, Suite 350
`Sandy, Utah 84070
`Telephone: (801) 566-6633
`Facsimile: (801) 566-0750
`
`Attorneys for Opposer, Life Zone, Inc.
`Opposed Mark: LIFEZONE
`U.S. Trademark Application Serial No. 78/307,830
`
`IN THE UNITED STATES PATENT AND TRADEMARK OFFICE
`TRADEMARK TRIAL AND APPEAL BOARD
`
`
`
`
`Life Zone, Inc.,
`
`Opposer,
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`V.
`
`Opposition No. 91/160,999
`
`TMMG, Inc. (formerly Middleman Group,
`Inc.),
`
`
`
`Applicant.
`
`
`0PPOSER’S BRIEF
`
`Opposer, Life Zone, Inc. (hereinafter “Life Zone”) hereby submits this Brief supporting
`
`denial of App1icant’s U.S. Trademark Application Serial No. 78/307,830.
`
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`TABLE OF CONTENTS
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`I.
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`INTRODUCTION .
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`II. DESCRIPTION OF THE RECORD .
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`III. RECITATION OF FACTS .
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`. 3
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`A.
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`Life Zone’s Longstanding and Widespread
`Use of the LIFE ZONE Mark.
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`1.
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`Life Zone Has Used the LIFE ZONE Mark
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`Since at Least 1986 .
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`2.
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`Life Zone Actively Promotes and Advertises
`the LIFE ZONE Trademark .
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`. 5
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`3.
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`Life Zone Utilizes a Variety of Trade Channels .
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`B.
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`The Life Zone Family of LIFE ZONE Trademarks .
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`C. Midd]eman’s LIFEZONE Mark.
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`. 7
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`1. Middleman’s Mark, Related Goods, and Use of Its Mark.
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`2.
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`Trade Channels Used by Middleman .
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`IV. STATEMENT OF THE ISSUES .
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`V. ARGUMENT .
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`. 8
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`A.
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`Life Zone Has Priority of Use .
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`B. Middleman’s Mark is Confusingly Similar to
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`I.
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`Likelihood of Confusion Standard .
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`2.
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`Comparison of the Respective Marks .
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`The Marks Are Identical in Appearance .
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`a.
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`c.
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`The Marks Are Identical in Pronunciation .
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`The Marks Are Identical in Commercial Impression .
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`d.
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`Life Zone’s Trademarks Are Very Strong .
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`3.
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`The Respective Goods and Services Are Closely Related .
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`a. Middleman’s Seminar Services .
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`c.
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`Life Zone’s Products .
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`5.
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`The Marketing and Trade Channels Are Virtually Identical
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`There Has Been No Opportunity for Actual Confusion .
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`. 18
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`6. Middleman Has No Right to Exclude
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`VI.
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`CONCLUSION .
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`TABLE OF AUTHORITIES
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`Block Drug v. Den-Mat Inc.,
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`17 USPQ2d 1315 (TTAB 1989) .
`Bose Corp. v. QSC Audio Products, Inc.,
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`63 USPQ2d 1303 (Fed.Cir. 2002) .
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`Century 21 Real Estate Corp. v. Century Life ofAmerica,
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`23 USPQ2d 1698 (Fed.Cir. 1992) .
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`E.I. DuPont de Nemours & Co. v. Sunlyra International Inc.,
`35 USPQ2d 1787 (TTAB 1995)
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`Fleischmann Distilling Corp. v. Mater Brewing Co.,
`314 F.2d 149, 136 USPQ 508 (9th Cir. 1963) .
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`Giant Food v. Nations’ Foodservice,
`218 USPQ 390 (Fec1.Cir. 1983) .
`Gillette Canada Inc. v. Ranir Corp,
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`23 USPQ2d 1768 (TTAB 1992) .
`Glenwood Labs, Inc. v. Am. Home Products Corp.,
`173 USPQ 19 (CCPA I972) .
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`In re E.I. Du Pont de Nemours & Co.,
`476 F.2d 1357, 177 U.S.P.Q. 563 (C.C.P.A. 1973) .
`In re Hyper Shoppes (Ohio),
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`6 USPQ2d 1025 (Fed.Cir. 1988) .
`Jimlar Corporation v. The Army and Air Force Exchange Service,
`24 USPQ2d 1216 (TTAB 1992) .
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`Kenner Parker Toys, Inc. v. Rose Art Industries, Inc.,
`22 USPQ2d 1453 (Fed.Cir. 1992) .
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`Sands, Taylor & Wood Co. v. Quaker Oats Co.,
`978 F.2d 947, 24 USPQ2d 1001 (7th Cir. 1992) .
`Specialty Brands v. Coffee Bean Distributors, Inc.,
`223 USPQ 1281 (Fed.Cir. 1984) .
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`SquirtCo v. Tomy Corp.,
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`216 USPQ 937 (Fed.Cir. 1983) .
`Time Warner Entertainment Co. v. Jones,
`65 USPQ2d 1650 (TTAB 2002) .
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`

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`TABLE OF AUTHORITIES (continued)
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`STATUTES
`
`15 U.S.C. §1052(d) .
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`REFERENCES
`
`iv
`
`

`
`
`
`I.
`
`INTRODUCTION
`
`Opposer Life Zone, Inc. (hereinafter “Life Zone”) started its business over twenty years
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`ago with the intention of providing people advanced formula nutritional supplements and natural,
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`healthy cosmetic products.
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`Working in the fashion industry as a model and Hollywood make-up artist, Life Zone’s
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`founder and president observed many problems women were having with their complexions
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`resulting from the cosmetics used. Life Zone was established to address these problems and a
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`line of skin care products was developed to fortify and replenish the skin by providing natural
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`minerals and topical nutrients. All of these products are marked with the Life Zone trademark,
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`which has become well known in connection with high-quality, natural, skin care.
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`When Life Zone customers began to inquire about other health issues, an obvious avenue
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`was already in place for Life Zone to address such issues. Life Zone’s founder is the daughter of
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`a world-famous researcher, Dr. Harvey Ashmead. Dr. Ashmead is perhaps best known for his
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`work stabilizing penicillin during World War II. Dr. Ashmead directed research at leading
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`pharmaceutical companies, developed infant formulas and protein fortified drinks in an effort to
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`provide better nutrition to people, and ultimately established Albion Laboratories, which
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`provides the minerals and nutritional supplements currently offered by Life Zone. All of these
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`mineral, nutritional supplement products are marked with the Life Zone trademark, and have
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`become well-known, both nationally and internationally. As a result of its marketing activities,
`
`Life Zone has established a preeminent reputation in both the skin care and nutritional
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`supplement industries.
`
`Life Zone is the owner of three U.S. Trademark Registrations for the trademark LIFE
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`ZONE, each having a date of first use at least as early as January 1986. Life Zone also has a
`
`

`
`
`
`pending trademark application for the LIFE ZONE trademark, which is based on a date of first
`
`use of January 1981. See, U.S. Trademark Reg. No. 2,417,495, attached hereto as Exhibit A;
`
`see, U.S. Trademark Reg. No. 2,417,496, attached hereto as Exhibit B; see, U.S. Trademark Reg.
`
`No. 2,559,787, attached hereto as Exhibit C; see, U.S. Trademark Application Serial No.
`
`78/432,601, attached hereto as Exhibit D. Life Zone has been using its LIFE ZONE trademark
`
`on goods and services related to skin care products, nutritional supplements, and Various training
`
`courses related to its products and business plan for over twenty years.
`
`Applicant Middleman Group, Inc. (hereinafter “Midd1eman”) filed its trademark
`
`application in the United States Patent and Trademark Office (hereinafter “USPTO”) for the
`
`mark LIFEZONE on or about October 1, 2003. See, U.S. Trademark Application Serial No.
`
`78/307,830, attached hereto as Exhibit E. This application has been filed as an intent-to-use
`
`application. Life Zone is currently unaware of any date of first use claimed by Middleman with
`
`respect to its application.
`
`There is a strong likelihood of confusion between Life Zone’s trademarks and
`
`Middleman’s applied for mark for at least the following reasons:
`
`I Middleman’s LIFEZONE mark is identical in appearance, sound, pronunciation, and
`
`commercial impression to Life Zone’s trademarks;
`
`0 Middleman’s services are closely related to and compete with Life Zone’s goods and
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`services; and
`
`0 Life Zone’s trademarks are very strong, if not famous, as a result of widespread use of the
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`trademarks in connection with skin care and nutritional supplement products, and
`
`trademarks with extensive public recognition enjoy wide legal protection against
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`competing marks.
`
`

`
`
`
`The overwhelming balance of the relevant DuPont factors leads to the unmistakable
`
`conclusion that there is a likelihood of confusion between Life Zone’s trademarks and
`
`Middleman’s applied for mark. Thus, Life Zone respectfully requests that the Board sustain this
`
`opposition proceeding and refuse registration of Middleman’s application.
`
`II. DESCRIPTION OF THE RECORD
`
`The evidence of record consists of the following: the pleadings; Middleman’s
`
`Application Serial No. 78/307,830; Life Zone’s Registration Nos. 2,417,495 and 2,417,496 and
`
`2,559,787; Life Zone’s Application Serial No. 78/432,601; the Notices of Reliance of the
`
`respective parties; the Testimony of Applicant, as provided by Randy Moser; and Rebuttal
`
`Testimony of Opposer, as provided by Janeel Henderson.
`
`III. RECITATION OF FACTS
`
`A.
`
`Life Z0ne’s Longstanding and Widespread Use of the LIFE ZONE Mark
`
`Life Zone has been using the LIFE ZONE mark extensively for over two decades, which
`
`has made the mark famous in the United States and internationally. Life Zone utilizes a wide
`
`variety of trade channels to reach an extensive array of consumers.
`
`1.
`
`Life Zone Has Used the LIFE ZONE Mark Since at Least 1986
`
`Life Zone began selling skin care products and nutritional supplements in 1986. The
`
`founder of Life Zone, Janeel Ashmead Henderson, worked in the fashion industry as a model and
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`Hollywood make-up artist. During the course of her career, Mrs. Henderson observed many
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`problems women were having with their complexions because of the make-up used at the time.
`
`Mrs. Henderson started a company called “Distinctly Me” in 1980, which provided color
`
`compatible cosmetics and skin care products. Mrs. Henderson later changed the name of her
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`company to Life Zone in 1986. See, Exhibit F attached hereto.
`
`

`
`
`
`As Mrs. Henderson continued to help women with skin care problems, customers began
`
`to ask for help and advice regarding a wider range of health issues, including nutrition. Mrs.
`
`Henderson was in a particularly advantageous position to help with nutrition and diet related
`
`issues. In addition to her own experience, Mrs. Henderson is the daughter of a world renown
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`chemist and researcher, Dr. Harvey Ashmead. Dr. Ashmead was instrumental in the stabilization
`
`of penicillin during World War 11. After the war, Dr. Ashmead did extensive research on infant
`
`formulas, and developed the basic fonnula used today in all infant formulas and in adult protein
`
`drinks such as Ensure® and Boost®. Dr. Ashmead went on to establish Albion Laboratories,
`
`which specializes in mineral and nutritional supplements. The mineral and nutritional
`
`supplements marketed and sold by Life Zone are provided by Albion Laboratories. Id.
`
`Life Zone now sells cosmetics and skin care products, and mineral and nutritional
`
`supplements all under the LIFE ZONE trademark. Life Zone also uses the LIFE ZONE
`
`trademark with respect to educational services, including conducting seminars and consulting in
`
`the fields of self-esteem and business skills. See, Rebuttal Testimony of Janeel Henderson
`
`(hereinafter “Henderson Testimony”), Exhibit G attached hereto, p. 9 lines 13-24. Life Zone
`
`has used the LIFE ZONE trademark continuously on all these goods and services since at least
`
`1986.
`
`2.
`
`Life Zone Actively Promotes and Advertises the LIFE ZONE Trademark
`
`Life Zone continuously uses a variety of means and media for the promotion of its skin
`
`care and nutritional supplement products, including advertisement of its products on the Internet.
`
`See, Exhibit H attached hereto. Life Zone has a newsletter it utilizes to notify customers of new
`
`products, provide information on the benefits available from its products, notify customers
`
`regarding convention details, and provide business information to distributors and customers.
`
`

`
`
`
`See, Exhibit I attached hereto. Life Zone has utilized radio programs to promote its products and
`
`instruct people on health and nutrition. See, Exhibit I attached hereto. Life Zone has
`
`continuously conducted numerous seminars regarding how to work toward and maintain a
`
`healthy lifestyle and how its products can be beneficial. See, Exhibit K attached hereto.
`
`Life Zone provides product and business information on its website, www.lifezone.com,
`
`including information regarding all products offered under the Life Zone trademark, as well as
`
`scientific studies and technical information related to nutrition, skin care and healthy living. See,
`
`Exhibit L attached hereto. Life Zone also provides education and consulting services on
`
`numerous health related topics. See, Exhibit M attached hereto. The success of Life Zone’s
`
`products and services may also be measured in part by the testimonials available from customers
`
`and distributors of Life Zone products. See, Exhibit N attached hereto.
`
`Life Zone advertises extensively using a wide Variety of means. This extensive
`
`advertising strengthens the association of the LIFE ZONE trademarks in connection with the
`
`Life Zone products and services.
`
`3.
`
`Life Zone Utilizes a Variety of Trade Channels
`
`Life Zone markets, advertises and sells its products and services through a variety of
`
`trade channels, including advertisements and interviews on radio, direct mailings to customers
`
`and potential customers, and through its website located at www.lifezone.com. Life Zone also
`
`markets itself and its products actively at seminars and trade shows. Further, Life Zone sells its
`
`products extensively through individual distributors that develop their own distribution network
`
`businesses. See, Henderson Testimony, Exhibit 0 attached hereto, p. 68 line 9 — p. 69 line 23.
`
`This wide variety of trade channels results in a wide variety of consumers with a wide
`
`variety of goals. Life Zone consumers include individuals and organizations, homemakers and
`
`

`
`
`
`sports enthusiasts, nutritional experts and business entrepreneurs. These consumers are familiar
`
`with the LIFE ZONE trademark on many levels.
`
`B.
`
`The Life Zone Family of LIFE ZONE Trademarks
`
`Life Zone is the owner of numerous trademark registrations for the LIFE ZONE
`
`trademark. U.S. Registration No. 2,417,495 for the mark LIFE ZONE was issued on January 2,
`
`2001 in connection with “plant food, namely, mineral supplements for plants” in International
`
`Class I. This LIFE ZONE registration shows a first use date of January 1, 1986. On April 21,
`
`2006, Life Zone filed a declaration of continued use under Trademark Act Sections 8 and 15
`
`attesting to such continued use of the LIFE ZONE trademark, and the PTO accepted and
`
`acknowledged the declaration on July 20, 2006. See, Exhibit A attached hereto.
`
`U.S. Registration No. 2,417,496 for the mark LIFE ZONE was issued on January 2, 2001
`
`in connection with “nutritional supplements, mineral supplements and vitamins” in International
`
`Class 5. This LIFE ZONE registration shows a first use date of January 1, 1986. On January 13,
`
`2006, Life Zone filed a declaration of continued use under Trademark Act Sections 8 and 15
`
`attesting to such continued use of the LIFE ZONE trademark, and the PTO accepted and
`
`acknowledged the declaration on May 3, 2006. See, Exhibit B attached hereto.
`
`U.S. Registration No. 2,559,787 for the mark LIFE ZONE was issued on April 9, 2002 in
`
`connection with “skin care products, namely, skin cleansing gel, skin lotion and face cream” in
`
`International Class 3. This LIFE ZONE registration shows a first use date of January 1, 1986.
`
`See, Exhibit C attached hereto.
`
`U.S. Trademark Application Serial No. 78/432,601 for the mark LIFE ZONE was filed
`
`on June 9, 2004 based on prior use in connection with “educational services, namely, conducting
`
`seminars and consulting in the field of nutritional supplements, skin care products, cosmetics,
`
`

`
`
`
`health and fitness, marketing, accounting, and management” in International Class 41. This
`
`LIFE ZONE trademark application establishes a first use date of April 1, 1981. See, Exhibit D
`
`attached hereto.
`
`Because of its longstanding and continuous use of its family of LIFE ZONE trademarks,
`
`Life Zone trademarks are strong and extremely well—known in connection with skin care
`
`products, nutritional supplements, mineral supplements, and educational services related to skin
`
`care products, nutritional supplements, mineral supplements, health and fitness, marketing and
`
`business management.
`
`C.
`
`Middleman’s LIFEZONE Mark
`
`Middleman has submitted a trademark application for the LIFEZONE mark with respect
`
`to educational services. Middleman’s mark is identical to Life Zone’s marks and is used in
`
`connection with closely related goods in virtually identical trade channels.
`
`I.
`
`Middleman’s Mark, Related Goods, and Use of Its Mark
`
`Middleman’s U.S. Trademark Application Serial No. 78/307,830 for the mark
`
`LIFEZONE was filed on October 1, 2003 in connection with “educational services, namely,
`
`conducting seminars, speeches, workshops, lectures and classes in the field of personal
`
`development, leadership and management, and distributing course materials in connection
`
`therewit ” in International Class 41. This LIFEZONE trademark application is filed as an intent-
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`to-use application and does not provide a date of first use for the mark. See, Exhibit E attached
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`hereto.
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`Middleman has described its services as “seminar services relating to life/work/play
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`balance for personal and emotional growth and happiness.” See, Exhibit P attached hereto,
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`

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`
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`response to Interrogatory No. 4. Middleman has expressed its intent to expand the goods and
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`services it offers in connection with the LIFEZONE mark. Id.
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`2.
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`Trade Channels Used by Middleman
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`Middleman has also stated that it would promote its services “through advertising in all
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`media services, direct, mail, and in-person sales.” See, Exhibit P attached hereto, response to
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`Interrogatory No. 5. Again, Middleman has expressed its intent to expand the channels of trade
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`by which it promotes its goods and services. Id.
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`IV.
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`STATEMENT OF THE ISSUES
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`The issue before the Board is whether there is a likelihood of confusion between Life
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`Zone’s LIFE ZONE trademarks as used in connection with cosmetics, skin care products,
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`nutritional supplements, mineral supplements and educational services related to use, marketing
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`and sales of these goods, and Middleman’s LIFEZONE mark as used in connection with
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`educational services related to balancing life, work, and play. This decision is influenced by the
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`fact that Life Zone has established prior use of the LIFE ZONE trademarks, the respective marks
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`are identical, the goods and services are closely related, the trade and marketing channels are
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`identical, and Life Zone’s trademarks have become widely recognized in association with its
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`goods and services.
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`V. ARGUMENT
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`A.
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`Life Zone Has Priority of Use
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`Priority of use by Life Zone of the LIFE ZONE mark prevents registration of
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`Middleman’s mark. See, Jimlar Corporation v. The Army and Air Force Exchange Service, 24
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`USPQ2d 1216, 1221 (TTAB 1992).
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`

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`
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`As shown in the evidence of record, Life Zone has used its LIFE ZONE trademarks on
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`cosmetics, skin care products, nutritional supplements, mineral supplements, and educational
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`services related to the use, marketing and sales of these goods since at least 1986. Life Zone’s
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`dates of first use for its trademark registrations and trademark application are all prior to the
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`filing date of Midd1eman’s trademark application and precede Middleman’s filing date by over
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`fifteen (15) years. See, Exhibits A, B, C, and D, compared to B; see also, Henderson Testimony,
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`Exhibit Q attached hereto, p. 8 line 22 through p. 10 line 1 (establishing use of the LIFE ZONE
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`trademark for products and lectures as early as 1978).
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`B.
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`Middleman’s Mark is Confusingly Similar to Life Zone’s Trademarks
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`The mark shown in Middleman’s trademark application Serial No. 78/307,830 so
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`resembles Life Zone’s trademarks as to be likely to cause confusion, to cause mistake or to
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`deceive under Section 2(d) of the Lanham Act, 15 U.S.C. §l0S2(d). Newcomers like
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`Middleman have a duty to avoid selecting a mark that closely resembles an established mark in
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`order to protect the senior user’s goodwill and investment, and to protect consumers from
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`confusion. Nina Ricci S./l.R.L. v.
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`Enters, Inc., 12 USPQ2d 1901, 1904 (Fed.Cir. 1989).
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`In this case, Middleman has admitted to knowing about Life Zone’s trademarks before selecting
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`its own mark. See, Exhibit P attached hereto, response to Interrogatory No. 8.
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`“Any doubts about likelihood of confusion must be resolved against the applicant as
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`the newcomer.” In re Hyper Shoppes (Ohio), 6 USPQ2d 1025, 1026 (Fed.Cir. 1988); accord
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`Giant Food v. Nation ’s Foodservice, 218 USPQ 390, 395 (Fed.Cir. 1983); SquI'rtCo v. Tomy
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`Corp, 216 USPQ 937, 939 (Fed.Cir. 1983). This is especially true when the prior mark is
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`strong, well-known or famous. Kenner Parker Toys, Inc. v. Rose Art Industries, Inc. , 22
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`USPQ2d 1453, 1458 (Fed.Cir. 1992).
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`

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`
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`1.
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`Likelihood of Confusion Standard
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`The Trademark Office recognizes that if the effect in the marketplace would be to create
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`a likelihood of confusion or mistake on the part of the purchasing public, a mark should be
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`refused registration under Section 2(d). T.M.E.P. §1207.0l. The likelihood of confiision test in
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`this opposition proceeding is the same as the test for trademark infringement. Glenwood Labs,
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`Inc. v. Am. Home Products Corp., 173 USPQ 19, 21 (CCPA 1972). Likelihood of confusion
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`depends on whether the relevant purchasing public would be deceived and would mistakenly
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`presume that Middlemarfs goods and services originate with, are sponsored by, or are in some
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`way associated with Life Zone’s goods and services.
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`The test for determining likelihood of confusion consists of several factors, no one factor
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`necessarily being determinative. The factors to be considered include: (1) similarity or
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`dissimilarity of the marks in their entireties as to appearance, sound, connotation, and
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`commercial impression; (2) similarity or dissimilarity of the goods or services as described in an
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`application or registration or in connection with which a prior mark is in use; (3) similarity or
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`dissimilarity of established, 1ike1y—to-continue trade channels; (4) whether the purchase will most
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`likely be made on “impulse” or in a “careful, sophisticated” manner; (5) fame of the prior mark;
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`(6) number and nature of similar marks in use on similar goods; (7) nature and extent of any
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`actual confusion; (8) extent of applicant’s right to exclude others; and (9) any other established
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`fact probative of the effect of use. In re DuPont de Nemours & Co., 177 USPQ 563, 567 (CCPA
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`1973). These factors are not listed in the order of merit, and each may play a dominant role
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`depending on the case. Id. Under this standard, Middleman’s LIFEZONE mark would create a
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`likelihood of confusion with Life Zone’s identical trademarks.
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`10
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`2.
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`Comparison of the Respective Marks
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`The first factor to be considered is whether the marks themselves are similar in
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`appearance, sound, connotation and commercial impression. According to the Board, “in order
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`for likelihood of confusion to exist, two marks need not be similar in all three respects, namely,
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`visual appearance, pronunciation and connotation.
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`In appropriate cases, a mark will be refused
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`registration ‘if the similarity in either form, spelling or sound alone is likely to cause
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`confusion.” E.I. DuPont de Nemours & Co. v. Sunlyra International Inc, 35 USPQ2d 1787,
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`1790 (TTAB 1995) (citations omitted) (refusing registration of “LYRA” for children’s clothing
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`because of similarity in sound and appearance with Opposer’s registered trademark for
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`“LYCRA” for use on synthetic fibers). In this case, Middleman’s applied for mark is identical in
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`appearance, sound, connotation and commercial impression to Life Zone’s registered
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`trademarks.
`
`a.
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`The Marks Are Identical in Appearance
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`DuPont makes clear that in the likelihood of confusion analysis, the respective marks
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`must be considered in their entireties. DuPont, 177 USPQ at 567. Middleman’s applied for
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`LIFEZONE mark is identical to Life Zone’s LIFE ZONE trademarks. Any difference based on
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`the space in Life Zone’s trademark is completely negligible. Consumers Viewing these marks
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`side by side would likely be confused. Accordingly, this factor weighs heavily in favor of Life
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`Zone.
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`b.
`
`The Marks Are Identical in Pronunciation
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`Likewise with respect to pronunciation, Middleman’s applied for LIFEZONE mark is
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`pronounced exactly the same as Life Zone’s LIFE ZONE trademarks. As such, this factor also
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`weighs heavily in favor of Life Zone.
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`11
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`c.
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`The Marks Are Identical in Commercial Impression
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`The commercial impression created by Middleman’s applied for LIFEZONE mark is
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`again identical to the commercial impression created by Life Zone’s LIFE ZONE trademarks.
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`Both marks seek to create the impression of goods and/or services related to one’s life in general,
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`or in total, including health, well-being, self-esteem and business success. This factor strongly
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`favors Life Zone.
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`(1.
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`Life Zone’s Trademarks Are Very Strong
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`This fifth DuPont factor “plays a dominant role in cases featuring a famous or strong
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`mark.” Kermer Parker Toys, 22 USPQ2d at 1456.
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`In Kermer Parker Toys, the Federal Circuit
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`held that “[f]amous or strong marks thus enjoy a wide latitude of legal protection,” and that “a
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`mark with extensive public recognition and renown deserves and receives more legal protection
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`than an obscure or weak mark.” Id. (finding fame of PLAY-DOUGH mark enhanced likelihood
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`of confusion with FUNDOUGH mark used for competing goods).
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`The Federal Circuit held in Century 21 Real Estate Corp. that “the Lanham Act’s
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`tolerance for similarity between competing marks varies inversely with the fame of the prior
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`mark.” Century 21 Real Estate Corp. v. Century Life ofAmerica, 23 USPQ2d 1698, 1701
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`(Fed.Cir. 1992) (quoting Kermer Parker Toys, 22 USPQ2d at 1456). According to the Federal
`
`Circuit:
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`When an opposer’s trademark is strong it can never be of “little consequence.”
`The fame of a trademark may affect the likelihood that purchasers will be
`confused inasmuch as less care may be taken in purchasing a product under a
`famous name.
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`Specialty Brands v. Coffee Bean Distributors, Inc., 223 USPQ 1281, 1284 (Fed.Cir. 1984).
`
`12
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`Importantly, in order to determine whether a mark has achieved sufficient “public
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`recognition and renown” to warrant a finding of fame under the fifth DuPont factor, direct
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`evidence of fame is not required. Indirect evidence, such as length of use of the mark, sales
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`volume and marketing expenditures typically suffices. See, e. g., Bose Corp. v. QSC Audio
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`Products, Inc., 63 USPQ2d 1303, 1305-09 (Fed.Cir. 2002).
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`Life Zone has been advertising, promoting, and selling products and services under its
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`LIFE ZONE trademarks for over twenty (20) years. Life Zone has gained national recognition
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`for its LIFE ZONE trademarks and related goods and services based on its extensive and
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`continuous use of its trademarks in a variety of advertising medias and trade channels. As
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`previously shown, Life Zone has promoted its LIFE ZONE trademarks through the Internet,
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`radio advertising and interviews, direct mailing, and participation in seminars and conventions.
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`See,