BECON | Decision 2445776 - Beko plc v. LG ELECTRONICS INC.

Date Published: Jan 20, 2018

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cvXs+Zf25MaSz9qvCVHXNff72099jJk15W1584ubfnihUbnil7vJzr8iTiG4m6NCatPekxIMkuoJJeR/ExGx1DUbMRRJaVgURRrDwP/aC7nHaEXaePSgazzpGQmJRptadmoHLJkO4WLxpqqdNbYkGO/PWfn9RGvOuEsNLF29YOHzJ/ZUnxuHkhO1Hdj78ve2vpVig58smh/Wr1tKljiiqKRr9c/NoowzuHj26dvj5WVrfzeGiB2GUKnxhJqqdFMOqncPiyFZB0MvpFguEIn4GndxhB9Iyq8I5RVfU8RFSHak8Ht+q2AMKGAWiXXt7gHUlL9h9jb9G0UFaWEQ53oSM7BB3fkHbVdHlTGqd7xuS9mW0WvuuJeDXC9WNIB0/bCKA6jhUuTyQOGRQQHaGSDjFTFHkAAmdoiFmCqhoRNL0+GkEjGmj1WDlMdotdykC85Ebsl++P3o3f1ebm3FWr3+hc0HFrC8nuLY5+ZfPZX+DUV7Vk00rLuS3lJatSMunP5eyhfvc4NiN9vrSSBJLmaRUSTCWqgiJz7YisSPKIBumjKA3Sx+H3pJY0xB1v0ifyl8J9eqGfxcx1lSPvXvyhBnQIUa9N6TsWrW+1fcyR67sXTitYvLxgynw4/RVjMAR6wktQyq7GbWJX2Z3+A+99Ur5mXtHKs1sEhs+J+C/CnOYZDUBFVtEBDfymmswSxjsEUYsj3Aj2dLsc8tn2vH3XIcQbLK2Ub7NdbCabfwQM9CkoEXklkTy0PwrtjyROjJOWnubWQCpL8J+tdzidTZMbxHF6WkZmegrgU33gSml2v/0mDYtwjHU56tfvvq5dOnFMyY+nzv44bez0hV+y6sKSGZMKSxwVs2csgibz3oIZR7745OjMfWY5unLC8hMfrJ1QaZOte2no7fHjJhS+4q0pLpkziV2eLbhuEOpvRP1tqD/3H7pOZCL6T8FMVEQmSgOR+R7IRCf/0SwIrwsqo8kA6EBhhrGBA7NANrJfflp9PHlTxp7FG+TGh8ce+ObXy9/f/aCieMrChZOfnNaVXmYL2GuzFkdvhXgI7vciyJ9e9rJVWzac2Va2aMcTU4Sugv/ltqKmN/M0kZHMyQB8R9XIS9HIS5bR1Xq0QhEkrxN1xG2RRGE4ckR64cyZmgVnzqA8UetQXiDWzn5atWukVTsdoNED0Gg1R3mg8AmOnvoXb+d5TEFBSMyhQaEhwVot1D9QC1XUwVcPj5ypEAXxDK0QuqDSSneMTz0JJ4keB/8bZKLRioJ5rpWt0BC8Qa+qaJUt2S7ZJQe4A0Gv0+PLxCR59jJvwfJjNOtzmu59OjCyVSUN2xkTAxVsqFJUXSj/GNNrCmsF5x7ro8XuOgTqO1wzFLNX1IVgaBC6w4jPMoMI3QFaktgd9iZ2X+jKDuyl4lW0LhYA3Y1/8WBtAvxZ/o7dvuc9CrVw+43CtbvY7Yr57CA8VF7Wna1kFTBmy9swe985pYhtmLShkXkvVI8ewh4e4639jclTEGPkFWWCyKtWnhSbNTAAOzjIlnkNrAtGOhBVtNEuQMzG0GC9QiIhUtGbkyGBaHxi08mOBCdNDyf2VNmmTwEp4gargbBvofGCij7s6NmL7ORK+Bs8fBVSntjZ6nO5ml1g1czLjoLryV0HtkHnq9ADCra+037iFPQR4qUMQ7wCsYnz9QU+fLBM+/Fx2h2iLzBTDR4ihRMNEaMybAM7UeX9Ec7DcCh5n9MU+xHaLv6+gJ75gu3djGCUs52gA9P9baWg1W3uoxrBW+gf1EGSqTSM+AIfV8YyOUAHihKm8KodTIJV/qPXR/Jm12L3/a6Tk2vmSa1qzkgLlaIK1n4Rs1TUy58jbMJ+g1/BzmCY4o9vA8+sMNpFa+1UEXi8oHGpWNQsMFxSa24fkL6Vr3vvLfUeReG810DfLRW9RronFdlEhggTJihSiowlS9b050Qiug5R5m1KF4dqcrpEZJnq/OXQPJmK9Ih0rGruHAGjoOsNcHTb1e7CknusFtS7M293Zk/T3Hy278Bldmg9PQ59YPzSzRnjX2Kfs3vsJ3YqtxNbxqJGT9oKOX67lXiBa5LHiRFPQCLDZODpplP86fYAnogj2sxHCLcqD/bqDh6k1QfpbO8Ypci7ieZWFwq5+/BhIsr195yGP+k5sRNQ9x3kKVnnA6WD0AUzP0hPMfGx6eOfM+Rga+9rKrgyRtXEWzI76IUqPPnl7t6P9hw4QNdc9a6na+m6N7zfoEJZ9LC3ouZavY9boHxFRK0IG176ePuu+VYhiqrytp1rhtFykJ5Qiu5HV2if1VH8bBTHyRwk8fYsWxI4Kdgt+nWLIlERqtXKo8OupmXq9OCAFhDHWx83xIItCzKxAVJ6B7ZKYvOnsTmt7ZK84T6MM7t0AWhE/k/Spoq3dgyr8Ujvb3hp1P6aXKWopkW76bGNV1qkcw1xihd85fTYA0QP+0eUQkmoWTVrKPnWT0znLmvrNSjKhi9pdcgmeevgtTV90cROH/SVKlA8JYMxZi9izBrQlL/s+V2u+tyu4xWjnldALU6JcnE9O/rp5+zYGngZsj+FdmuPsOo7d9lvEHTrHsj0+GVWuX0rdP0Su5VJG9m7X2I/2Ix9hhH6CzsJzbX5w8/LQUQlDk+8rxYMQ038/YqIKKRiNUHByNSYGPMxVdaHc66JR/KtucKGHKDdb4H0PtvLSqAYOkqfn7jpvaQUfVkFqvdjba3BbJKwOwLr/xceA3pWCcBZORAzVMrWamJcgw5AUQTphuX4BwcckaNztob8+W22391m+N+kRf8v0kQkY0149k9upF3y8McTiA4zOly+LkWJxb4y0yLmhsS/cB67yH5qUjIss/2A3LIjWcfY12V/4Ub2CZvsKMgPnWbdeCJoJzxy8b/4Uxnpq7NuT8sQIArw9oqAgl6VZZ9XdXVl3mIyhvNAtnPm4YHs8y5vJLAx9FVa+Q0cITsfpGU/gLR7Obz169olrB2cLltNO3t3K0UXDyz5JMa7XLo5scj762yO1QDs9X5GXzcnjT2uRjE6nsC83EsCtQcnrRTfeGuW7fFSJocOR4YUmpQipac57alWjZ2xv8PkjlXkn9lZ9r2X9dwbf2bH3hNZo5cOWrtpaDqYgd7xuvfFbl60fvtjUw4/VPTKiC7JfOCC4a7CcYUTH+vdOtHqyu7/WredH8zbZs8flj/qoafaJYfFJbfNHS38m4K5sF30RXZPLN/neLBnx0etIeIJrw1adgs9c4A1kqfK1+9Hy9crKoScpZjfTVCOiXOHJEgDxZCBvKNAe4GEGYIDsWU0gYm3EEqCU7CG6L/FCxz0Lr3D2JsHP9h74MKBuewXc8GdNVJRzZxDJ84cl4bWzN34azGuE4i+zsF1Aki0J0KBeorS9DWr4XzGsGPfBjakRCn0mPfwSSjJzYXik8h58b/9Jl0hmhz9VJQTye02h8qCd9F+bjq6icuyWVVrOM9/uwObPwPwZtBktWUYTfwpMwvArVy/di8iJcpZe40NPu5tlhjR8efdP7WOD4y2Q8BxqTD387EVNdgb1hSt2/4S9n4jauZ9usAxZq60XWCG4askCVsaeaJ0WL1+b43RqEo+3HkpcksBB7zXzsMm2HCedvLuoZ2kNt7B9G2eA30w9sbITxIHaUmW52xNxRQPDzPgoBEfRWV9NBBZyo5+8JKCl/K0W+2ojV4GPe9JRbJH5gRiXyGTgUoAFQ6Mxu7oz+8R/UWY//4Azd95nmiXE0hyE2dLV8vYmEibMTwkCDtIB2AB5u7nM1lH8O8oGDHiLSIYfATiMEASzjUdQG+gOOPA0pWrLv/87/zxE14K3pcCU6s+atouyv7oE0P763SP7e737KK8o4XFjw80b1q4rlInt5s6umc/FZzvbWMp3Xvo88Ofy399xPR+S3rlybTl0B59ByFeU8XMX4W6OkjeLlWhmKzIx2YEIxoNDM/x016kNlgC+GCI+/27yCkNZ09Oi85Ek8uu0aKdG6PNJzzK9W4+fRulhtN3IzZ64ko3DaCbdZWynLr6tdOH9o+f/o9ZpeWlE2iC98O8Z+MKgzLWy7dY3kN9R/ZjN9nX1z44+/XFUyfRI+h36UP0eyRJ8SSbAGQ+d8sE066ggY4YIT7idjkTjL6ixhfPtImRUuyp+TkHTKUzBhWF7bJc2XTt9p0ray7F7DWMfm7OZJrw2dmRfwupeBfrvglUiNtUZuj3/AGNg3ujHrcRT75PkbfLGkxlheMZWY+noojaEsmxIwOl3+FZ/y4Omdot9XgmmiwO0bm6fNpygnQncUBtDpzrNVu0YJLSBYLw5sRVqZRW6jZJeu8X46eXz5xZVjph88h+yJkRNKPfkAlw6L5pfUb42KaQf+2Dj7/69MRJfx5FIJ5GRLSDpy121wQ5XA+KDpsxRRLlhEMZWVcsbdDFZCLEFGmKtFnwc3w3KIBnrQ9gatfwjVctSQJfPZgXzX9lduTSwWzdnfv3/wWX3w17a3pxuQ5+effDZzo1ryXY0UVBCMR6D0XM3LhkSzn6GQdn2lb5kFhIG09GCHJJKFC+CeTzcXgO31VA7ubzslpP3hasdQ4H8ncAj0bkEUe6W+wf2CwcrEaAA/PIyrKyKSU5ac0dj2adl3bXdJZ2F782f0rIjIDHnx5czH3L+ki35RwSj9VinCfEFkS1LXFK0cM2QR+KIg3km5sIi07nbzp4udOD2JKP9rhQVTVH3Ej++r48jwVIs6aJzpgoiyksNEBH4iE+QMyciUm8TMar6Y6GIetOy8h06yxI+2m+gik2RKhz2/nYncaJQyGUurePO/7eydNj1qfQAHmjbken4l4zC16d89TUTqzPrMlROT2g3eaRz0EARPOG9rnBsfP1GRtqjrLW0rGpB4eduPLl4aHvCb5+E0eMHzDGI3jNQHPCtRKH70XmSNoUgjOWSUsvbZMUEffpJQYK3l90aLty0ta1O5sOeqqwvLIS+42i55/d8pG3Bd08elTa1gXeKUoVK+gwJUjLqxm4cAexx/7gnoxYm2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OPPOSITION DIVISION

OPPOSITION No B 2 445 776

Beko plc, Beko House, 1 Greenhill Crescent, Watford, Hertfordshire WD18 8QU,

United Kingdom (opponent), represented by Beck Greener, Fulwood House,

12 Fulwood Place, London WC1V 6HR, United Kingdom (professional

representative)

a g a i n s t

LG Electronics Inc., 128, Yeoui-daero, Yeongdeungpo-gu, Seoul 150-721, Republic

of Korea (ROK) (applicant), represented by Mitscherlich Patent- und

Rechtsanwälte PartmbB, Sonnenstraße 33, 80331 München, Germany

(professional representative).

On 08/11/2017, the Opposition Division takes the following

DECISION:

1. Opposition No B 2 445 776 is upheld for all the contested goods and services.

2. European Union trade mark application No 13 142 336 is rejected in its entirety.

3. The applicant bears the costs, fixed at EUR 650.

As from 01/10/2017, Regulation (EC) No 207/2009 and Regulation (EC) No 2868/95

have been repealed and replaced by Regulation (EU) 2017/1001 (codification),

Delegated Regulation (EU) 2017/1430 and Implementing Regulation (EU)

2017/1431, subject to certain transitional provisions. All the references in this

decision to the EUTMR, EUTMDR and EUTMIR shall be understood as references to

the Regulations currently in force, except where expressly indicated otherwise.

REASONS

The opponent filed an opposition against all the goods and services of European

Union trade mark application No 13 142 336 for the word mark ‘BECON’, namely

against all the goods and services in Classes 9 and 42. The opposition is based on,

inter alia, European Union trade mark registration No 12 866 877, . The

opponent invoked Article 8(1)(b) and Article 8(5) EUTMR.

LIKELIHOOD OF CONFUSION — ARTICLE 8(1)(b) EUTMR

A likelihood of confusion exists if there is a risk that the public might believe that the

goods or services in question, under the assumption that they bear the marks in

question, come from the same undertaking or, as the case may be, from

economically linked undertakings. Whether a likelihood of confusion exists depends

on the appreciation in a global assessment of several factors, which are

Decision on Opposition No B 2 445 776 page: 2 of 9

interdependent. These factors include the similarity of the signs, the similarity of the

goods and services, the distinctiveness of the earlier mark, the distinctive and

dominant elements of the conflicting signs, and the relevant public.

The opposition is based on more than one earlier trade mark. The Opposition

Division finds it appropriate to first examine the opposition in relation to the

opponent’s European Union trade mark registration No 12 866 877.

a) The goods and services

The goods and services on which the opposition is based are, inter alia, the

following:

Class 9: Measuring apparatus and instruments, indicators and laboratory materials

including those for scientific research in laboratories other than for medical use;

apparatus for recording, transmission or reproduction of sound or images; sound and

video recording, amplifying, reproducing and transmitting apparatus and instruments;

tape and tape cassette recorders and playback machines; optical disk recorders and

playback machines; record playing apparatus and instruments; loud speakers;

earphones and headphones; radios, radio receivers and radio signal tuners; video

recorders and video playback machines; video cameras; television apparatus and

instruments; remote control apparatus and instruments; optical, photographic and

cinematographic apparatus and instruments; telecommunications and telephone

apparatus and instruments; aerials; satellite broadcast receiving apparatus and

instruments; games apparatus adapted for use with television receivers; cash

registers; electronic calculators; computers and printers; computer software; tapes,

disks and wires for the storage of audio, video or computer data for use with

domestic appliances; magnetic and optical data carriers and software recorded in

these; downloadable electronic publications, recorded to magnetic and optical media;

magnetic/optical cards; antennas, satellite dishes, amplifiers and their parts; counters

measuring amount of consumption in units and time; apparatus and instruments for

conducting, switching, transforming, accumulating, regulating or controlling electricity

including cables used for electric and electronic purposes; batteries, accumulators,

anodes and cathodes; apparatus for warning and alarms other than for vehicles,

electric bells; cash registers; apparatus and peripheral devices for data processing;

telecommunication apparatus and devices; parts and fittings for all the aforesaid

goods.

Class 37: Maintenance and installation services in respect of electrical appliances

including machines and machine tools all for domestic purposes; providing repair,

maintenance and installation services in respect of washing machines and

compressors for washing machines, machines for drying and airing clothes,

dishwashers, machines for the preparation of food and beverages; providing repair,

maintenance and installation services in respect of electric kitchen machines, electric

can openers, electric knives and sharpeners, machines for cleaning and washing

carpets and upholstery, sewing, embroidering and knitting machines; providing

repair, maintenance and installation services in respect of ironing machines, waste

disposal machines, electric polishing machines for household purposes, vacuum

cleaners; providing repair, maintenance and installation services in respect of

electrical hair trimmers, electrical hair clippers, electrical epilating devices, electrical

men’s razors, electrical women’s razors; providing repair, maintenance and

installation services in respect of electrical and electronic apparatus and instruments,

sound and video recording, amplifying, reproducing and transmitting apparatus and

instruments; providing repair, maintenance and installation services in respect of

Decision on Opposition No B 2 445 776 page: 3 of 9

tape and tape cassette recorders and playback machines, optical disk recorders and

playback machines; providing repair, maintenance and installation services in respect

of record playing apparatus and instruments, loud speakers, earphones and

headphones, radios, radio receivers and radio signal tuners; providing repair,

maintenance and installation services in respect of video recorders and video

playback machines, video cameras, television apparatus and instruments, remote

control apparatus and instruments; providing repair, maintenance and installation

services in respect of optical, photographic and cinematographic apparatus and

instruments, telecommunications and telephone apparatus and instruments;

providing repair, maintenance and installation services in respect of aerials, satellite

broadcast receiving apparatus and instruments, games apparatus adapted for use

with television receivers; providing repair, maintenance and installation services in

respect of electric flat irons, portable steamers for fabrics, cash registers, electronic

calculators, computers and printers, computer software; providing repair,

maintenance and installation services in respect of tapes, disks and wires for the

storage of audio, video or computer data for use with domestic appliances, electric

irons and presses; providing repair, maintenance and installation services in respect

of apparatus for lighting, heating, steam generating, cooking, refrigerating, drying,

ventilating, water supply and sanitary purposes; providing repair, maintenance and

installation services in respect of cooling and freezing apparatus, appliances and

containers, refrigerators, freezers, air conditioning, air cooling and ventilation

apparatus and instruments; providing repair, maintenance and installation services in

respect of electric apparatus for making beverages, installations, apparatus,

appliances and utensils all for cooking, stoves, ovens, microwave ovens, toasters

and griddles, barbecues and grills; providing repair, maintenance and installation

services in respect of electric apparatus, appliances and utensils for the care of the

skin and the hair, hair dryers, heating and water heating installations and apparatus;

providing repair, maintenance and installation services in respect of lamps,

apparatus for drying and airing clothes, electric hair dryers, electric kettles; services

relating to installation and maintenance of industrial machines and equipment, office

machines and equipment, communication equipment, electric and electronic

appliances; services relating to heating, air conditioning and plumbing installation

and maintenance; services relating to furniture maintenance, restoration and

upholstery.

The contested goods and services are the following:

Class 9: Measuring and control devices for air conditioning technology, all the

aforementioned products used in industry or provided only between business to

business; thermostats for vehicles; thermostats; automatic heat control apparatus;

automatic vacuum control apparatus; program control apparatus; temperature

indicator labels (not for medical purposes); automatic humidity control apparatus;

automatic pressure control apparatus; automatic liquid-flow control apparatus;

automatic combustion control apparatus.

Class 42: Certifying as to the energy efficiency of buildings; professional consultancy

relating to energy efficiency in buildings; remote monitoring of building installations;

energy auditing; diagnostic services relating to energy management; consultancy in

the field of energy-saving; advisory services relating to energy efficiency.

An interpretation of the wording of the list of goods and services is required to

determine the scope of protection of these goods and services.

The term ‘including’, used in the opponent’s list of goods and services, indicates that

the specific goods and services are only examples of items included in the category

Decision on Opposition No B 2 445 776 page: 4 of 9

and that protection is not restricted to them. In other words, it introduces a

non-exhaustive list of examples (09/04/2003, T-224/01, Nu-Tride, EU:T:2003:107).

As a preliminary remark, it is to be noted that according to Article 33(7) EUTMR,

goods or services are not regarded as being similar to or dissimilar from each other

on the ground that they appear in the same or different classes under the Nice

Classification.

The relevant factors relating to the comparison of the goods or services include, inter

alia, the nature and purpose of the goods or services, the distribution channels, the

sales outlets, the producers, the method of use and whether they are in competition

with each other or complementary to each other.

Contested goods in Class 9

The contested measuring devices for air conditioning technology, all the

aforementioned products used in industry or provided only between business to

business; temperature indicator labels (not for medical purposes) are included in, or

overlap with, the opponent’s broad category of measuring apparatus and

instruments, indicators and laboratory materials. They are identical.

Furthermore, the contested control devices for air conditioning technology, all the

aforementioned products used in industry or provided only between business to

business; thermostats for vehicles; thermostats; automatic heat control apparatus;

automatic vacuum control apparatus; program control apparatus; automatic humidity

control apparatus; automatic pressure control apparatus; automatic liquid-flow

control apparatus; automatic combustion control apparatus are apparatus used to

check, control and regulate various technical features and indicators such as

temperature, humidity, pressure, liquid flow, etc. In practice, some apparatus and

instruments monitor supervisory processes by checking gauges that measure certain

values. Bearing this in mind, the Opposition Division notes that the category of the

contested controlling and checking goods overlaps with the opponent’s measuring

apparatus and instruments, indicators and laboratory materials. Therefore, they are

also considered identical.

Contested services in Class 42

The contested certifying as to the energy efficiency of buildings; professional

consultancy relating to energy efficiency in buildings; remote monitoring of building

installations; energy auditing; diagnostic services relating to energy management;

consultancy in the field of energy-saving; advisory services relating to energy

efficiency are all services related to energy efficiency management, inter alia, in

buildings. These services are usually rendered by experts with a technical

background or companies specialised in providing consultancy, engineering advice

and audit in the field of energy efficiency of buildings and individual households. They

often involve preparing presentations with detailed pictures of the facilities and

installations available in the building, such as energy supply, heating, ventilation and

air conditioning, lighting, security, and water and plumbing systems. In addition, these

experts and companies may prepare preliminary sketches, drawings or plans and

proposals detailing possible improvements in energy efficiency and combinations or

replacements of features or installations in the building to increase energy efficiency

or diagnose and monitor energy use.

The opponent’s services relating to heating, air conditioning and plumbing installation

and maintenance in Class 37 cover all the services involved in the physical

Decision on Opposition No B 2 445 776 page: 5 of 9

maintenance of the particular installations in buildings, namely heating, air

conditioning and plumbing. Because heating and air conditioning systems are closely

related to the energy supply in buildings, it cannot be completely ruled out that there

may be some similarity between the two categories of services in their providers,

distribution channels and target public. In particular and generally speaking, the

opponent’s building services engineering, registered as installation and maintenance

of particular installations and facilities, may constitute auxiliary services to the

contested professional services provided in the field of energy efficiency. Consumers

may assume that, following the preparation of a detailed plan for increasing energy

efficiency, further services may also be rendered as regards the execution of the

opponent’s engineering installation and maintenance services in the building.

Therefore, these services are considered similar to a low degree.

b) Relevant public — degree of attention

The average consumer of the category of products concerned is deemed to be

reasonably well informed and reasonably observant and circumspect. It should also

be borne in mind that the average consumer’s degree of attention is likely to vary

according to the category of goods or services in question.

In the present case, the goods and services found to be identical or similar to a low

degree are directed at the public at large, as well as at professionals with specific

knowledge or expertise in the relevant field. The public’s degree of attentiveness may

vary from average to high, depending on the price, specialised nature, or terms and

conditions of the goods and services purchased. For example, the services in

Classes 37 and 42 may require a higher degree of attention, as they might be related

to increasing the quality of life for a specific public or may involve large investments,

depending on the engineering and maintenance processes concerned.

c) The signs

BECON

Earlier trade mark Contested sign

The relevant territory is the European Union.

The global appreciation of the visual, aural or conceptual similarity of the marks in

question must be based on the overall impression given by the marks, bearing in

mind, in particular, their distinctive and dominant components (11/11/1997, C-251/95,

Sabèl, EU:C:1997:528, § 23).

The earlier mark is a figurative mark consisting of the verbal element ‘beko’ in blue

rather standard lower case letters with a blue angled line underneath. The contested

sign is the word mark ‘BECON’ in upper case letters. However, in the case of word

marks, the word as such is protected and not its graphical depiction; therefore, it is

immaterial whether the contested sign is in upper or lower case letters.

Decision on Opposition No B 2 445 776 page: 6 of 9

The unitary character of the European Union trade mark means that an earlier

European Union trade mark can be relied on in opposition proceedings against any

application for registration of a European Union trade mark that would adversely

affect the protection of the first mark, even if only in relation to the perception of

consumers in part of the European Union (18/09/2008, C-514/06 P, Armafoam,

EU:C:2008:511, § 57). Therefore, a likelihood of confusion for only part of the

relevant public of the European Union is sufficient to reject the contested application.

Consequently, the Opposition Division finds it appropriate to focus the comparison of

the signs on the Latin-based languages, in particular on the Spanish- and French-

speaking parts of the public, because, for these parts of the public, the aural similarity

will be slightly higher, as they will pronounce the letters ‘K’ in the earlier mark and ‘C’

in the contested sign identically, as ‘K’.

The verbal elements ‘BEKO’ and ‘BECON have no meaning in relation to the goods

and services for the relevant public and are, therefore, considered distinctive to a

normal degree.

The signs have no elements that could be considered clearly more dominant than

other elements.

Visually, the signs coincide in the letters ‘BE*O*’. They differ in their third letters, ‘K’

in the earlier mark and ‘C’ in the contested sign, as well as in the additional last letter

‘N’ in the contested sign. However, consumers generally tend to focus on the

beginning of a sign when they encounter a trade mark. This is because the public

reads from left to right, which makes the part placed at the left of the sign (the initial

part) the one that first catches the attention of the reader; therefore, the focus may be

on the initial identical letters of the signs, ‘BE*’. In addition, as mentioned above, the

earlier mark is blue. However, when signs consist of both verbal and figurative

components, in principle, the verbal component of the sign usually has a stronger

impact on the consumer than the figurative component. This is because the public

does not tend to analyse signs and will more easily refer to the signs in question by

their verbal element than by describing their figurative elements (14/07/2005,

T-312/03, Selenium-Ace, EU:T:2005:289, § 37). Therefore, in the present case, the

consumer’s recollection will be most likely limited to the perception of the distinctive

verbal element ‘BEKO’. Therefore, the signs are considered visually similar to an

average degree.

Aurally, irrespective of the different pronunciation rules in different parts of the

relevant territory, the pronunciation of the signs coincides in the sound of the letters

‛BEKO*’ because the letters ‘K’ and ‘C’ will be pronounced identically by the relevant

public. The pronunciation differs only in the sound of the last letter, ‛N’, of the

contested sign, which has no counterpart in the earlier mark. Furthermore, French

speakers will pronounce the final ‘N’ by merely making the preceding vowel nasal

and, apart from being the last letter, its pronunciation may be barely audible. For

these reasons, the signs are considered overall aurally highly s imilar.

Conceptually, neither of the signs has a meaning for the public in the relevant

territory in relation to the goods and services in question. Since a conceptual

comparison is not possible, the conceptual aspect does not influence the assessment

of the similarity of the signs.

As the signs have been found similar in at least one aspect of the comparison, the

examination of likelihood of confusion will proceed.

Decision on Opposition No B 2 445 776 page: 7 of 9

d) Distinctiveness of the earlier mark

The distinctiveness of the earlier mark is one of the factors to be taken into account

in the global assessment of likelihood of confusion.

According to the opponent, the earlier mark has been extensively used and enjoys an

enhanced scope of protection. However, for reasons of procedural economy, the

evidence filed by the opponent to prove this claim does not have to be assessed in

the present case (see below in ‘Global assessment’).

Consequently, the assessment of the distinctiveness of the earlier mark will rest on its

distinctiveness per se. In the present case, the earlier trade mark as a whole has no

meaning for any of the goods and services in question from the perspective of the

public in the relevant territory. Therefore, the distinctiveness of the earlier mark must

be seen as normal.

e) Global assessment, other arguments and conclusion

Likelihood of confusion must be assessed globally, taking into account all the

circumstances of the case. Account is taken of the fact that average consumers

rarely have the chance to make a direct comparison between different marks, but

must trust in their imperfect recollection of them (22/06/1999, C-342/97, Lloyd

Schuhfabrik, EU:C:1999:323, § 26). Although the average consumer of the services

concerned is deemed to be reasonably well-informed and reasonably observant and

circumspect, even consumers with a high degree of attention need to rely on their

imperfect recollection of trade marks (21/11/2013, T-443/12, ancotel, EU:T:2013:605,

§ 54).

In the present case, the goods in question are identical and the services are similar

to a low degree. The degree of attention of the public varies between average and

high depending on the sophisticated nature of the goods and services, as explained

above in section b). The earlier mark has a normal degree of distinctiveness.

The signs in question are visually similar to an average degree and aurally highly

similar, since they contain the same sequence of letters or identically pronounced

phonemes at their beginnings, namely ‘BE*O*’. They differ only in one additional

letter/sound (‘N’) in a non-prominent position in the contested sign, namely at the

end. As pointed out above, consumers usually pay most attention to the beginnings

of signs and, moreover, the ‘N’ at the end of the sign may be barely audible for some

of the public, in particular for the French speakers. In addition, the figurative

character of the earlier mark is limited to the basic stylisation of its verbal element

and the addition of a straight line. As a result, these additional elements in the signs

do not result in any great differences between the signs and are not sufficient to lead

to overall different perceptions.

Furthermore, evaluating likelihood of confusion implies some interdependence

between the relevant factors and, in particular, a similarity between the marks and

between the goods or services. Therefore, a lesser degree of similarity between

goods and services may be offset by a greater degree of similarity between the

marks and vice versa (29/09/1998, C-39/97, Canon, EU:C:1998:442, § 17). In the

present case, it was shown in the comparison of the services that the two conflicting

signs operate or may operate in the same or similar business fields, in particular in

Decision on Opposition No B 2 445 776 page: 8 of 9

the sector of building maintenance and auxiliary services related to increasing the

energy efficiency of a building. In these circumstances, even if professional

consumers with higher degree of attention are involved, it cannot be completely ruled

out that the abovementioned differences are insufficient for these consumers to

safely distinguish between the signs. The letters ‘K’/‘C’ and the last letter, ‘N’, as

mentioned above, will result in less similarity on a visual level but will not be capable

on their own of conveying different overall impressions to consumers in general.

The applicant refers to previous decisions of the Office to support its arguments.

However, the Office is not bound by its previous decisions, as each case has to be

dealt with separately and with regard to its particularities.

This practice has been fully supported by the General Court, which stated that,

according to settled case-law, the legality of decisions is to be assessed purely with

reference to the EUTMR, and not to the Office’s practice in earlier decisions

(30/06/2004, T-281/02, Mehr für Ihr Geld, EU:T:2004:198).

Even though previous decisions of the Office are not binding, their reasoning and

outcome should still be duly considered when deciding upon a particular case.

In the present case, the previous cases referred to by the applicant are not relevant

to the present proceedings as they concern short signs, considered such according

to the established Office practice, namely signs containing between one and three

characters (letters or numbers).

When short marks differ in one letter, this is a relevant factor to consider when

evaluating the likelihood of confusion between the conflicting signs. However, in the

present case, contrary to the applicant’s argument, the signs in question consist of

four and five letters. Although they cannot be deemed particularly long signs, they are

not considered short signs either; consequently, this argument must be set aside.

In view of the above, it follows that, even if the previous decisions submitted to the

Opposition Division are to some extent factually similar to the present case, the

outcome may not be the same.

Considering all the above, there is a likelihood of confusion on the part of the

Spanish- and French-speaking parts of the public. As stated above in section c) of

this decision, a likelihood of confusion for only part of the relevant public of the

European Union is sufficient to reject the contested application.

Therefore, the opposition is well founded on the basis of the opponent’s European

Union trade mark registration No 12 866 877. It follows that the contested trade mark

must be rejected for all the contested goods and services.

As the earlier right examined above leads to the success of the opposition and to the

rejection of the contested trade mark for all the goods and services against which the

opposition was directed, there is no need to examine the other earlier rights invoked

by the opponent (16/09/2004, T-342/02, Moser Grupo Media, S.L., EU:T:2004:268) or

the admissibility of the proof of use request of the opponent in relation to those earlier

rights.

Since the opposition is fully successful on the basis of the ground of Article 8(1)

(b) EUTMR, there is no need to further examine the other ground of the opposition,

namely Article 8(5) EUTMR.

Decision on Opposition No B 2 445 776 page: 9 of 9

COSTS

According to Article 109(1) EUTMR, the losing party in opposition proceedings must

bear the fees and costs incurred by the other party.

Since the applicant is the losing party, it must bear the opposition fee as well as the

costs incurred by the opponent in the course of these proceedings.

According to Article 109(1) and (7) EUTMR and Article 18(1)(c)(i) EUTMIR (former

Rule 94(3) and (6) and Rule 94(7)(d)(i) EUTMIR, in force before 01/10/2017), the

costs to be paid to the opponent are the opposition fee and the costs of

representation, which are to be fixed on the basis of the maximum rate set therein.

The Opposition Division

Gueorgui IVANOV Manuela RUSEVA Begoña

URIARTE VALIENTE

According to Article 67 EUTMR, any party adversely affected by this decision has a

right to appeal against this decision. According to Article 68 EUTMR, notice of appeal

must be filed in writing at the Office within two months of the date of notification of

this decision. It must be filed in the language of the proceedings in which the decision

subject to appeal was taken. Furthermore, a written statement of the grounds for

appeal must be filed within four months of the same date. The notice of appeal will be

deemed to have been filed only when the appeal fee of EUR 720 has been paid.

The amount determined in the fixation of the costs may only be reviewed by a

decision of the Opposition Division on request. According to Article 109(8) EUTMR

(former Rule 94(4) EUTMIR, in force before 01/10/2017), such a request must be

filed within one month of the date of notification of this fixation of costs and will be

deemed to have been filed only when the review fee of EUR 100

(Annex I A(33) EUTMR) has been paid.

BECON | Decision 2445776 - Beko plc v. LG ELECTRONICS INC.

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