Bergsman
Shaw
Lynch*
This Opinion is Not a
Precedent of the TTAB
Mailed: May 3, 2019
UNITED STATES PATENT AND TRADEMARK OFFICE
_____
Trademark Trial and Appeal Board
_____
Chicago Cubs Baseball Club, LLC
v.
Ronald Mark Huber
_____
Opposition No. 91232736
_____
Mary L. Kevlin, Richard S. Mandel, Timothy J. Buckley, and Joelle A. Milov of
Cowan, Liebowitz & Latman, P.C. for
Chicago Cubs Baseball Club, LLC
Daniel M. Northfield for
Ronald Mark Huber
_____
Before Bergsman, Shaw and Lynch,
Administrative Trademark Judges.
Opinion by Lynch, Administrative Trademark Judge:
Ronald Mark Huber (Applicant) seeks registration on the Principal Register of
the mark CUBNOXIOUS in standard characters (the Application) for shirts in
Opposition No. 91232736
International Class 25.1 Chicago Cubs Baseball Club, LLC (Opposer) opposes
registration of the mark based on Applicants alleged lack of bona fide intent to use
the mark in commerce at the time he filed the application, rendering the application
void ab initio under Trademark Act Section 1(b), 15 U.S.C. § 1051(b), and alleged
likelihood of confusion under Section 2(d) of the Trademark Act, 15 U.S.C. § 1052(d),
with Opposers following live registered marks, shown below, status and title copies
of which were submitted for the record:2
Registration Number/ Mark Goods/Services
Application Serial
Number
Reg. No. 869838 Entertainment services in the nature of baseball
exhibitions rendered live and through the media of
radio and television in Int. Class 41
(lined for colors red and blue)
Reg. No. 1042652 Includes: T-shirts, sweatshirts, pajamas, ponchos,
jackets, pants, and robes in Int. Class 25
Reg. No. 1538033 Flashlights in Int. Class 11
Reg. No. 1538151 Includes: Clothing, namely, t-shirts in Int. Class 25
1 Application Serial No. 86879907 was filed on January 19, 2016, based on Applicants
allegation of a bona fide intent to use the mark in commerce under Section 1(b) of the
Trademark Act, 15 U.S.C. § 1051(b).
211 TTABVUE (Opposers First Notice of Reliance). Citations refer to TTABVUE, the Boards
online docketing system. See Turdin v. Trilobite, Ltd., 109 USPQ2d 1473, 1476 n.6 (TTAB
2014). Opposer also introduced Reg. No. 5414341 for the mark THATS CUB for a variety
of services in Int. Class 41. Because the registration was not pleaded and, as discussed below,
we need not rely on it, it is not included in the table.
-2-
Opposition No. 91232736
Reg. No. 1538193 Clothing, namely t-shirts in Int. Class 25
(CHICAGO disclaimed)
Reg. No. 1544313 CHICAGO CUBS Includes: Clothing, namely, t-shirts, sweatshirts,
(CHICAGO disclaimed) caps and hooded sweatshirts in Int. Class 25
Reg. No. 1548675 CHICAGO CUBS Entertainment services in the nature of baseball
(CHICAGO disclaimed) exhibitions in Int. Class 41
Reg. No. 150472 Paper goods and printed matter, namely, baseball
cards in Int. Class 16
Reg. No. 1612016 Publications and printed matter, namely, souvenir
programs in Int. Class 16; Entertainment services in
the nature of baseball exhibitions in Int. Class 41
Reg. No. 1916572 Clothing, namely, shirts, caps, shorts, T-shirts, hats,
uniforms, uniform jerseys, wind resistant jackets,
short sets, sweatpants, sweatshirts in Int. Class 25
Reg. No. 1694837 CUBS CARE Raising, receiving and distributing charitable funds
by means of special events in Int. Class 36
Reg. No. 3199968 MR. CUB Includes: Baseball jerseys in Int. Class 25
Reg. No. 3231135 Clothing, namely, caps, hats, shirts, t-shirts, tank
tops, sweaters, pullovers, vests, shorts, pants,
dresses, skirts, baseball uniforms, jerseys, warm-up
suits, jogging suits, sweatshirts, sweatpants,
underwear, robes, sleepwear, swimwear, jackets,
ponchos, cloth bibs, infant wear, jumpers, rompers,
coveralls, creepers, baby booties, ties, footwear,
socks, hosiery, slippers in Int. Class 25
Reg. No. 3231136 CUBS Entertainment services, namely, baseball games,
competitions and exhibitions rendered live and
through broadcast media including television and
radio, and via a global computer network or a
commercial on-line service; information services,
namely, providing information in the field of sports,
entertainment and related topics, and providing for
informational messages relating thereto; educational
services in the nature of baseball skills programs,
baseball camps and clinics offered live;
entertainment services, namely, production of
programming broadcast via television, radio and a
global computer network or a commercial on-line
service; organizing community sporting events;
providing facilities for sports tournaments and
competitions relating to baseball; organizing and
conducting fantasy sports, sports contests and
sweepstakes; providing on-line newsletters in the
field of baseball in Int. Class 41
-3-
Opposition No. 91232736
Reg. No. 3231137 CUBS Clothing, namely, caps, hats, visors, knitted head
wear, shirts, t-shirts, tank tops, sweaters, pullovers,
vests, shorts, pants, dresses, skirts, baseball
uniforms, jerseys, warm-up suits, jogging suits,
sweatshirts, sweatpants, underwear, robes, sleep
wear, swimwear, jackets, ponchos, cloth bibs, infant
wear, jumpers, rompers, coveralls, creepers, baby
booties, ties, footwear, socks, hosiery, slippers in Int.
Class 25
Reg. No. 3320038 Toys and sporting goods, namely, stuffed toys, plush
toys, bean bag toys, foam toys, foam novelty items,
namely, foam fingers, balloons, checker sets,
dominoes, board games, card games, dart boards and
dart board accessories, namely, darts, dart shafts and
dart flights, toy cars and trucks, jigsaw and
manipulative puzzles, yo-yo’s, toy banks, toy figures,
toy vehicles, toy airplanes, dolls and doll
accessories, bobbing head dolls, decorative wind
socks, miniature baseball bats, mini batting helmet
replicas, toy necklaces, baseballs, holders for
baseballs, autographed baseballs, playground balls,
golf balls, golf club head covers, golf club bags,
billiard accessories, namely, cues, billiard balls,
baseball bases, baseball bats, batting gloves,
inflatable toys; costume masks; Christmas tree
ornaments, excluding confectionery and
illumination articles, and Christmas stockings;
playing cards in Int. Class 28
Reg. No. 3320039 Athletic bags, overnight bags, backpacks, duffel
bags, tote bags, beach bags, knapsacks, attaché
cases, briefcases, purses, wallets, billfolds, cosmetic
cases sold empty, toiletry cases sold empty, business
card cases, luggage, luggage tags, suitcases,
umbrellas, dog collars, and dog leashes in Int. Class
18
Reg. No. 3320040 Paper goods and printed matter, namely, trading
cards, posters, stickers, decals, temporary tattoos,
bumper stickers, score books, scorecards, printed
baseball game programs, magazines and books
featuring baseball, brochures featuring baseball,
writing pads, note paper, notebooks, binders,
stationery-type portfolios, stationery folders, book
covers, calendars, greeting cards, postcards, printed
bank checkbooks, checkbook covers, gift wrapping
paper, paper gift and party bags, paper party goods
in the nature of paper party decorations; paper
napkins, mounted and un-mounted photographs,
photograph albums, lithographs, paperweights, pens,
pencils, crayons, non-electric erasers, pencil cases,
art pictures, and art prints in Int. Class 16
Reg. No. 3320041 CUBS Toys and sporting goods, namely, stuffed toys, plush
toys, bean bag toys, foam toys, foam novelty items,
namely, foam fingers, balloons, checker sets,
dominoes, board games, card games, dart boards and
dart board accessories, namely, darts, dart shafts and
dart flights, toy cars and trucks, jigsaw and
manipulative puzzles, toy banks, toy figures, toy
vehicles, toy airplanes, dolls and doll accessories,
-4-
Opposition No. 91232736
bobbing head dolls, decorative wind socks,
miniature baseball bats, mini batting helmet replicas,
toy necklaces, baseballs, holders for baseballs,
autographed baseballs, playground balls, golf balls,
golf club head covers, golf club bags, billiard
accessories, namely, cues, billiard balls and baseball
bases, baseball bats, batting gloves, inflatable toys;
costume masks; Christmas tree ornaments,
excluding confectionery and illumination articles,
and Christmas stockings; playing cards in Int. Class
28
Reg. No. 3320042 CUBS Athletic bags, overnight bags, backpacks, duffel
bags, tote bags, beach bags, knapsacks, attaché
cases, briefcases, purses, wallets, billfolds, cosmetic
cases sold empty, toiletry cases sold empty, business
card cases, luggage, luggage tags, suitcases,
umbrellas, dog collars, and dog leashes in Int. Class
18
Reg. No. 3320043 CUBS Paper goods and printed matter, namely, trading
cards, posters, stickers, decals, temporary tattoos,
bumper stickers, score books, scorecards, printed
baseball game programs, magazines and books
featuring baseball, brochures featuring baseball,
writing pads, note paper, notebooks, binders,
stationery-type portfolios, stationery folders, book
covers, calendars, greeting cards, postcards, printed
bank checkbooks, checkbook covers, gift wrapping
paper, paper gift and party bags, paper party goods
in the nature of paper party decorations; paper
napkins, mounted and un-mounted photographs,
photograph albums, lithographs, paperweights, pens,
pencils, crayons, non-electric erasers, pencil cases,
art pictures, and art prints in Int. Class 16
Reg. No. 3320044 CUBS Jewelry, namely, bracelets, charms, earrings, rings,
belly rings, necklaces, pendants, watches, costume
jewelry, silicone or rubber bracelets and wristbands
in the nature of bracelets, medallions, ornamental
metal pins, lapel pins, cuff links, metal belt buckles
of precious metal, money clips of precious metal,
key chains of precious metal, key rings of precious
metal, clocks, wall clocks, alarm clocks, and non-
monetary coins of precious metal in Int. Class 14
Reg. No. 3326192 Pre-recorded videodiscs relating to baseball; cell
phone accessories, namely, cases and face plate
covers; calculators; electric switch plate covers;
luminous signs, neon signs; sunglasses; decorative
magnets; video and computer game cartridges, video
and computer game discs; computer accessories,
namely, mouse pads, computer game programs, and
computer application programs downloadable from
a global computer network in the field of baseball in
Int. Class 9
Reg. No. 3326193 CUBS Pre-recorded videodiscs relating to baseball; pre-
recorded audio discs relating to baseball; cases for
personal digital assistants, cell phone accessories,
namely, cases and face plate covers; binoculars;
calculators; electric switch plate covers; luminous
signs, neon signs; sunglasses; decorative magnets;
-5-
Opposition No. 91232736
protective helmets, video and computer game
cartridges, video and computer game discs, video
and computer game cassettes computer accessories,
namely, mouse pads, computer game programs, and
computer application programs downloadable from
a global computer network in the field of baseball in
Int. Class 9
Reg. No. 3403043 Clothing, namely, caps, hats, headbands, visors,
shirts, T-shirts, tank tops, pullovers, baseball
uniforms, jerseys, sweatshirts, jackets in Int. Class
25
Reg. No. 3403044 Clothing, namely, caps, hats, shirts, T-shirts, tank
tops, pullovers, baseball uniforms, jerseys,
sweatshirts, jackets in Int. Class 25
Reg. No. 3644960 CUBBIES Clothing, namely, caps, hats, shirts, T-shirts in Int.
Class 25
Reg. No. 3703178 Clothing, namely, caps, hats, shirts, T-shirts,
baseball uniforms, jerseys, sweatshirts, jackets in Int.
Class 25
Reg. No. 3854382 Clothing, namely, caps, hats, shirts, T-shirts, tank
tops in Int. Class 25
Reg. No. 5424582 Clothing, namely, headwear, shirts, athletic
uniforms, jerseys, jackets in Int. Class 25
Reg. No. 5561908 THATS CUB Clothing, namely, shirts, footwear in Int. Class 25
-6-
Opposition No. 91232736
In his answer, Applicant admits that he has not yet used his mark, but otherwise
denies the salient allegations in the notice of opposition.3 The opposition is fully
briefed.
I. Standing and Priority
Applicant does not contest Opposers standing or priority. Nonetheless, Opposer
must prove standing by showing a real interest in the outcome of the proceeding and
a reasonable basis for believing that it would suffer damage if the mark is registered.
See 15 U.S.C. § 1063; Empresa Cubana Del Tabaco v. Gen. Cigar Co., 753 F.3d 1270,
111 USPQ2d 1058, 1062 (Fed. Cir. 2014). Opposers pleaded registrations, for which
Opposer has proven status and title, establish its standing. See Coach Servs. v.
Triumph Learning LLC, 668 F.3d 1356, 101 USPQ2d 1713, 1727-28 (Fed. Cir. 2012);
Cunningham v. Laser Golf Corp., 222 F.3d 943, 55 USPQ2d 1842, 1844 (Fed. Cir.
2000).
Also, Section 2(d) priority is not in issue as to the marks and the goods and
services covered by these registrations. See Top Tobacco LP v. North Atlantic Op. Co.,
101 USPQ2d 1163, 1169 (TTAB 2011) (citing King Candy, Co. v. Eunice Kings
Kitchen, Inc., 496 F.2d 1400, 82 USPQ 108 (CCPA 1974)).
II. Lack of Bona Fide Intent to Use
The Trademark Act provides in pertinent part that [a] person who has a bona
fide intention, under circumstances showing the good faith of such person, to use a
trademark in commerce may request registration of its trademark on the principal
3 10 TTABVUE 1 (Applicants Amended Answer).
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Opposition No. 91232736
register…. Trademark Act Section 1(b)(1), 15 U.S.C. § 1051(b)(1). The bona fide
intent requirement must be read in conjunction with the revised definition of use in
commerce in Section 45 of the Trademark Act, which the Trademark Law Revision
Act of 1988 amended to require that such use be in the ordinary course of trade, and
not made merely to reserve a right in a mark. Commodore Elec. Ltd. v. CBM
Kabushiki Kaisha, 26 USPQ2d 1503, 1507 (TTAB 1993).
The determination of whether an applicant has a bona fide intention to use the
mark in commerce is to be a fair, objective determination based on all the
circumstances. Lane Ltd. v. Jackson Intl Trading Co., 33 USPQ2d 1351, 1355 (TTAB
1994). Opposer has the initial burden of demonstrating by a preponderance of the
evidence that [A]pplicant lacked a bona fide intent to use the mark on the identified
goods. Boston Red Sox Baseball Club LP v. Sherman, 88 USPQ2d 1581, 1587 (TTAB
2008). Opposer can establish its prima facie case of no bona fide intent by proving
that [A]pplicant has no documentary evidence to support its allegation in the
application of its claimed bona fide intent to use the mark in commerce as of the
application filing date. Saul Zaentz Co. v. Bumb, 95 USPQ2d 1723, 1727 (TTAB
2010). If Opposer satisfies this burden, the burden of production shifts to Applicant
to offer additional evidence showing its bona fide intent to use its mark in commerce.
Id.; see also Commodore Elec., 26 USPQ2d at 1507 n.11.
Opposer makes a prima facie case of lack of bona fide intent in this case by
establishing that Applicant has essentially no supporting documentary evidence from
the timeframe of January 19, 2016, the filing date of his application. In response to
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Opposition No. 91232736
Opposers Interrogatory No. 18 seeking the identification of such documents,
Applicant identified only his intent-to-use application, which does not demonstrate
bona fide intent.4 Research In Motion Ltd. v. NBOR Corp., 92 USPQ2d 1926, 1931
(TTAB 2009) (If the filing and prosecution of a trademark application constituted a
bona fide intent to use a mark, then in effect, lack of a bona fide intent to use would
never be a ground for opposition or cancellation, since an inter partes proceeding can
only be brought if the defendant has filed an application.). Applicant subsequently
identified and produced a single undated page with the following content:
5
Applicant also submitted this same document as an exhibit to his testimony affidavit,
and we note that he did not provide the date of the document, instead merely stating
that it constitutes lettering ideas that I might use on a product in commerce.6 This
undated document with minimal content does not constitute documentary evidence
4 12 TTABVUE 33 (Opposers Second Notice of Reliance).
5 Id. at 33, 42.
6 30 TTABVUE 4 (Ronald Huber affidavit).
-9-
Opposition No. 91232736
of a bona fide intent to use the mark contemporaneous with Applicants January 2016
filing date, and Applicant has provided no other documents as proof. Applicant
explicitly stated in discovery responses that he had no other documentation reflecting
his bona fide intention at the relevant time:
Interrogatory No. 18: State whether Applicant has any
documentation, including, without limitation, business
plans, marketing plans, memos, correspondence or draft
proposals of any kind, reflecting Applicants bona fide
intention, prior to or as of January 19, 2016, to use the
Applied-for Mark in connection with the goods covered by
the Application.
Answer: None other than the Applicants application for
trademark.7
Given the absence of documentary evidence of Applicants bona fide intent to use
the mark, the burden shifts to Applicant to produce other evidence of the requisite
intent. Saul Zaentz Co., 95 USPQ2d at 1729. Apart from what we have discussed
above, the only other evidence of alleged bona fide intent Applicant points to in his
brief is his three-sentence testimony affidavit consisting of the following content:
If I am granted this trademark for this case, for the mark
CUBNOXIOUS (Application serial number 86879907), I
plan to use the mark in commerce for the general public,
not for any specific geographical region or specific group of
persons. I do not intend to specifically target either fans or
opponents of the Chicago Cubs or any other sports team.
Attached to this Affidavit are lettering ideas that I might
use on a product in commerce.8
7 12 TTABVUE 33 (Opposers Second Notice of Reliance).
8 30 TTABVUE 4 (Ronald Huber Affidavit).
– 10 –
Opposition No. 91232736
We do not find Applicants conclusory statement persuasive to show that on January
19, 2016, Applicant had a bona fide intent to use the mark. See Research In Motion
Ltd., 92 USPQ2d at 1931 (applicants stated belief that the applied-for mark would
be a good mark for future use does not establish a bona fide intent to use). This type
of mere statement of subjective intention, without more, does not suffice. See Lane
Ltd., 33 USPQ2d at 1355; see also L.C. Licensing Inc. v. Berman, 86 USPQ2d 1883
(TTAB 2008). Thus, Applicant has not rebutted Opposers showing.
Moreover, Applicants own discovery responses corroborate the lack of bona fide
intent. For example, in response to Interrogatory No. 1 regarding the date Applicant
selected his mark, he characterized the situation as follows: When Applicant applied
for a trademark, 1-19-2016, Applicant selected Applicants mark for potential future
use. No specific date was set for date of intended use.9 We find Applicants statement
in this regard more in keeping with filing an application merely to reserve a right in
the mark. See Saul Zaentz Co., 95 USPQ2d at 1729 (criticizing the applicants
statement that he applied for the mark just for the opportunity to create something
in the future). Other discovery responses contain similarly noncommittal language,
such as that the nature of Applicants intended use was undetermined at this time.10
Finally, we note that Applicant has not shown any established business or relevant
experience in the industry that might suggest bona fide intent. Contrast Rolex Watch
USA, Inc. v. AFP Imaging Corp., 101 USPQ2d 1188, 1197 (TTAB 2011) (prima facie
9 12 TTABVUE 27 (Opposers Second Notice of Reliance) (emphasis added).
10 Id. at 29.
– 11 –
Opposition No. 91232736
lack of bona fide intent from no documentary evidence overcome by showing capacity
to market and manufacture the goods identified in its application, which applicant
proved were an extension of its current product line).
Thus, the preponderance of the evidence establishes that Applicant lacked the
requisite bona fide intention to use the CUBNOXIOUS mark in commerce when he
filed his intent-to-use application. Applicant lacks documentary evidence to support
his bona fide intent claim, which suffices in itself to make Opposers prima facie case
on this ground. See Saul Zaentz Co., 95 USPQ2d at 1730; Commodore Elec., 26
USPQ2d at 1507; Boston Red Sox Baseball Club, 88 USPQ2d at 1587; Research In
Motion Ltd., 92 USPQ2d at 1931. Applicant presented no persuasive evidence to
overcome the prima facie case, and other evidence corroborates the lack of bona fide
intent by suggesting that he filed his intent-to-use application merely to reserve a
right in the mark for potential future use. We conclude that Opposer has established
this Section 1(b) ground of opposition, such that the application is void ab initio. The
opposition on this ground is sustained.
III. Likelihood of Confusion
The determination under Section 2(d) involves an analysis of all of the probative
evidence of record bearing on a likelihood of confusion. In re E.I. DuPont de Nemours
& Co., 476 F.2d 1357, 177 USPQ 563, 567 (CCPA 1973) (setting forth factors to be
considered, hereinafter referred to as DuPont factors); see also In re Majestic
Distilling Co., 315 F.3d 1311, 65 USPQ2d 1201, 1203 (Fed. Cir. 2003). A likelihood of
confusion analysis often focuses on the similarities between the marks and the
– 12 –
Opposition No. 91232736
similarities between the goods. See Federated Foods, Inc. v. Fort Howard Paper Co.,
544 F.2d 1098, 192 USPQ 24, 29 (CCPA 1976) (The fundamental inquiry mandated
by § 2(d) goes to the cumulative effect of differences in the essential characteristics of
the goods and differences in the marks.). Opposer bears the burden of proving its
claim of likelihood of confusion by a preponderance of the evidence. Cunningham,
55 USPQ2d at 1848.
We focus our analysis on Opposers registrations that include shirts of some kind
among the identified goods (hereinafter, Opposers registrations or Opposers
marks), as follows:
Reg. No. 1544313 CHICAGO CUBS (CHICAGO disclaimed)
Reg. No. 3199968 MR. CUB
Reg. No. 3231137 CUBS
Reg. No. 3644960 CUBBIES
Reg. No. 5561908 THATS CUB
We consider the marks and goods in these registrations most relevant for the
likelihood of confusion determination. See Max Capital Grp. Ltd., 93 USPQ2d 1243,
1245 (TTAB 2010).
A. The Goods, Trade Channels, and Classes of Consumers
The subject application identifies shirts and Opposers registrations all include
shirts, either generally identified as such, or more specifically identified as particular
types of shirts, such as sweatshirts, t-shirts, baseball jerseys, etc. Thus, the goods
overlap, and are legally identical in part.
We must therefore presume that the channels of trade and potential consumers
are also identical in part. See In re Viterra Inc., 671 F.3d 1358, 101 USPQ2d 1905,
– 13 –
Opposition No. 91232736
1908 (Fed. Cir. 2012) (finding Board entitled to rely on this legal presumption in
determining likelihood of confusion); Genesco Inc. v. Martz, 66 USPQ2d 1260, 1268
(TTAB 2003) (Given the in-part identical and in-part related nature of the parties
goods, and the lack of any restrictions in the identifications thereof as to trade
channels and purchasers, these clothing items could be offered and sold to the same
classes of purchasers through the same channels of trade.). Thus, the second and
third DuPont factors weigh strongly in favor of a finding of likely confusion.
B. The Strength of Opposers Marks
The strength of a mark under the fifth DuPont factor rests on the extent to which
a significant portion of the relevant consuming public . . . recognizes the mark as a
source indicator. Joseph Phelps Vineyards, LLC v. Fairmont Holdings, LLC, 857
F.3d 1323, 122 USPQ2d 1733, 1734 (Fed. Cir. 2017) (citing Palm Bay Imps. v. Veuve
Clicquot Ponsardin Maison Fondee En 1772, 396 F.3d 1369, 73 USPQ2d 1689, 1694
(Fed. Cir. 2005)). This factor involves assessing the mark along a spectrum from
very strong to very weak. Id. (internal citations omitted). A very strong mark
receives a wider latitude of legal protection in the likelihood of confusion analysis.
See Palm Bay Imps., 73 USPQ2d at 1694 (strong marks enjoy wide latitude of legal
protection and are more attractive as targets for would-be copyists).
The commercial strength of a mark may be measured indirectly by the volume of
sales and advertising expenditures in connection with the goods and services sold
under the mark, and other factors such as length of time of use of the mark;
widespread critical assessments; notice by independent sources of the goods and
– 14 –
Opposition No. 91232736
services identified by the marks; and the general reputation of the goods and services.
Weider Publns, LLC v. D & D Beauty Care Co., 109 USPQ2d 1347, 1354 (TTAB 2014);
see also Bose Corp. v. QSC Audio Prods. Inc., 293 F.3d 1367, 63 USPQ2d 1303, 1308
(Fed. Cir. 2002) (recognizing indirect evidence as appropriate proof of strength).
In addition to its large number of registrations, and long use of its marks, Opposer
submitted a wide variety of evidence of significant consumer exposure to its marks.11
For example, confidential testimony establishing the substantial number of unique
visitors to Opposers website in recent timeframes.12 Opposer also features some of
its marks on social media platforms such as Facebook, Twitter, Instagram, and
Snapchat. Opposers Facebook page has more than three million followers, its Twitter
feed has more than two million followers, and its Instagram account has over one
million followers.13
Opposer also provided evidence of considerable attendance figures at Cubs
baseball games where Opposers marks are displayed.14 Opposers Assistant Director
of Brand Development and Activation, John Morrison testified that on average, three
million fans per season attend games at Wrigley Field, where Opposers marks are
prominently featured, such as in game programs and stadium signage.15 Also,
11 Our analysis of the strength of Opposers marks includes all of the marks.
1217 TTABVUE 4-7 (confidential declaration of Lara Pitaro Wisch), 16 TTABVUE (public
version), 18 TTABVUE 1-38 (exhibits to the declaration).
1325 TTABVUE 12 (Morrison declaration); see also 13 TTABVUE 134 (A screenshot of
Opposers Instagram page that shows some of its marks on shirts displays 1.1m followers.).
14 13 TTABVUE 10-107 (Opposers Third Notice of Reliance).
15 25 TTABVUE 15 (Morrison declaration).
– 15 –
Opposition No. 91232736
consumers experience Cubs games broadcast on radio and TV, including digitally
streamed TV,16 with a large number of viewers.17 Uncontradicted testimony
establishes that Opposers CUB marks appear prominently throughout such
broadcasts and streams.18 In addition, testimony also details a sponsorship program
that includes promotion of Opposers marks through various industries with
companies such as Bank of America, Budweiser, Gatorade, General Motors, Nathans
Famous, MasterCard International, Nike, Scotts, SiriusXM, Starwood Hotels and
Resorts, and T-Mobile.19 Opposer also advertises and promotes its registered marks
in a variety of media, and distributes promotional items bearing the marks. Its
confidential advertising and promotional expenses are included in the record.20
Opposers strength evidence extends more specifically to use of its marks on
various clothing items including shirts.21 Opposers Assistant Director of Brand
Development and Activation, John Morrison, provided confidential revenue figures
for sales of merchandise including clothing bearing Opposers marks in the stores at
Wrigley Field, Opposers home stadium.22 Confidential testimony regarding
16 Id.
1720 TTABVUE 7 (confidential declaration of Ethan G. Orlinsky), 19 TTABVUE 7 (public
version).
1820 TTABVUE 8 (confidential declaration of Ethan G. Orlinsky), 19 TTABVUE 8 (public
version), 21 TTABVUE (exhibits to the declaration).
19 19 TTABVUE 8 (Orlinsky declaration).
20 26 TTABVUE 11 (confidential declaration of John Morrison).
21 18 TTABVUE 39-76, 103-80 (exhibits to Wisch declaration).
2226 TTABVUE 10 (confidential declaration of John Morrison), 25 TTABVUE 10 (public
version).
– 16 –
Opposition No. 91232736
merchandising and licensing of Opposers marks with clothing brands such as Nike,
Under Armour, Levis & Strauss Co., Vans, and Columbia, among others, reports
substantial revenue from these goods.23 The testimony exhibits include numerous
examples of shirts bearing Opposers marks.24
The record includes other examples of consumer exposure to Opposers marks in
connection with shirts. A CBS Sports online article bears the headline Cubs Kris
Bryant has top-selling MLB jersey of 2015 and includes a picture of the player in his
baseball jersey with one of Opposers marks.25 An article from Thewrap.com on 10
Best Chicago Cubs Shout-Outs in Movies and TV shows photo stills from films
including Rookie of the Year, with a boy in a Cubs baseball jersey that displays one
of Opposers marks.26
The record contains articles from the Chicago Tribune and the Library of Congress
in which renowned Cubs players from the early 1900s, Joe Tinker, Johnny Evers and
Frank Chance, are shown wearing Cubs jerseys with some of Opposers marks.27
Applicant acknowledges in its brief that Opposer has at least some regional fame,
and may have used its marks a while.28 However, presumably in an effort to rebut
Opposers argument about the degree of strength of the marks, Applicant submitted
2323 TTABVUE 7-8 (confidential declaration of Denis Nolan), 22 TTABVUE (public version),
24 TTABVUE (exhibits to the declaration).
24 24 TTABVUE 4-15, 29, 71.
25 13 TTABVUE 198-99 (cbssports.com).
26 Id. at 133-34.
27 13 TTABVUE 106-113.
28 33 TTABVUE 11 (Applicants Brief).
– 17 –
Opposition No. 91232736
some of Opposers responses to requests for admission to establish, inter alia, that
Opposer does not own or license certain websites, such as www.cub.com, does not own
various registrations that include CUB, that certain symbols used on the New York
Stock Exchange (NYSE) are not affiliated with Opposer, and that the word cub has
a defined meaning as a young carnivorous mammal.29
Applicants evidence does not demonstrate weakness because the record lacks the
necessary context to evaluate alleged third-party use and registration. Applicant
failed to introduce any of the third-party registrations that were the subject of his
requests for admission to Opposer, so that although the admissions refer to the
marks, there is no evidence of the goods and services covered by those registrations.
This negates their probative value to show weakness of Opposers marks, which
would depend on proof of the registration and use of similar marks for similar goods.
Cf. In re i.am.symbolic, llc, 866 F.3d 1315, 123 USPQ2d 1744, 1751 (Fed. Cir. 2017)
(disregarding third-party registrations for goods in other classes where the proffering
party has neither introduced evidence, nor provided adequate explanation to support
a determination that the existence of I AM marks for goods in other classes,
support a finding that registrants marks are weak with respect to the goods
identified in their registrations). Similarly, the record lacks evidence of the
underlying third-party websites that include cub in their domain names, or of the
context of any third-party use of NYSE symbols that include cub. See Palm Bay
29 29 TTABVUE.
– 18 –
Opposition No. 91232736
Imps., 73 USPQ2d at 1693 ([t]he probative value of third-party trademarks depends
entirely upon their usage.).
Overall, Opposers admissions do not equate to proof of a degree of recent
consumer exposure to third-party use or registration of similar marks on similar
goods to show that consumers generally distinguish among marks containing cub
based on minor distinctions. See Juice Generation, Inc. v. GS Enters. LLC, 794 F.3d
1334, 115 USPQ2d 1671, 1674 (Fed. Cir. 2015); contrast Primrose Retirement
Communities, LLC v. Edward Rose Senior Living, LLC, 122 USPQ2d 1030 (TTAB
2016) (weakness found based on at least 85 actual uses of ROSE-formative marks for
similar services, eight similar third-party registrations, expert testimony and other
evidence regarding the common nature of ROSE-formative marks in the industry,
and testimony by opposer that it did not vigorously enforce its mark). Under the sixth
DuPont factor, the record is devoid of evidence of third-party use or registration of
similar marks on similar goods. Thus, Opposers marks do not appear to be
commercially weak; rather, they are commercially strong.
As to conceptual strength, Opposer has admitted that the ordinary meaning of
cub refers to a young mammal. However, Opposer correctly points out that in its
marks for clothing, as well as other goods and services, CUB is arbitrary as a known
word used in an unexpected or uncommon way. Nautilus Grp., Inc. v. Icon Health &
Fitness, Inc., 372 F.3d 1330, 71 USPQ2d 1173 (Fed. Cir. 2004) (defining an arbitrary
mark as a known word used in an unexpected or uncommon way and observing that
– 19 –
Opposition No. 91232736
such marks are typically strong); see also Palm Bay Imps., 73 USPQ2d at 1692
(arbitrary terms are conceptually strong trademarks).
Opposers marks are conceptually strong. The evidence of commercial strength of
the marks, including Internet and social media consumer exposure, revenue
statistics, advertising expenditures and examples, and media coverage, reflects the
renown of Opposers marks through widespread consumer exposure to and
recognition of them. The scope of the evidence extends well beyond the mere
regional strength acknowledged by Applicant. Overall, we find Opposers marks to
be quite strong, weighing in favor of a likelihood of confusion. See, e.g., UMG
Recordings, Inc. v. Mattel, Inc., 100 USPQ2d 1868, 1887 (TTAB 2011) (inferring
public recognition of MOTOWN mark based on use of mark for almost 50 years,
extensive nationwide sales of opposers recordings as well as numerous concerts and
television appearances featuring its music and artists and extensive nationwide
promotion of mark through traditional advertising and sale of collateral goods); Nike,
Inc. v. Maher, 100 USPQ2d 1018, 1024-27 (TTAB 2011) (finding opposers JUST DO
IT mark famous based on pervasive third-party press and media references,
substantial advertising, publicity and nationwide sales and ownership of
registrations).
C. Similarity of the Marks
With respect to the marks, we must compare them in their entireties as to
appearance, sound, connotation and commercial impression. Palm Bay Imps., 73
USPQ2d at 1691 (quoting DuPont, 177 USPQ at 567). The proper comparison
– 20 –
Opposition No. 91232736
inquires not whether the marks can be distinguished when subjected to a side-by-
side comparison, but whether they are sufficiently similar in their overall commercial
impression, that source confusion is likely to result. Midwestern Pet Foods, Inc. v.
Societe des Produits Nestle S.A., 685 F.3d 1046, 103 USPQ2d 1435, 1440 (Fed. Cir.
2012). In fact, marks must be considered . . . in light of the fallibility of memory and
not on the basis of side-by-side comparison. In re St. Helena Hosp., 774 F.3d 747,
113 USPQ2d 1082, 1085 (Fed. Cir. 2014) (citation omitted).
None of Opposers marks is identical to Applicants, but, as set forth in the table
above, Opposers standard-character marks include CUBS, CHICAGO CUBS,
CUBBIES, and THATS CUB. Opposers Assistant Director of Brand Development
and Activation, John Morrison, explained as follows:
Opposers CUB Marks frequently combine the CUB or
CUBS name or mark with other words to form unitary
marks and logo designs promoting the Club and various of
its goods and services. For example, Opposer has long used
and currently owns a registration for MR. CUB in
connection with baseball bats, jerseys and trading cards,
with the registration claiming a first use date of 1957.
Opposer also uses the marks CUBS CARE, CUBS
CHARITIES and CUBS SCHOLARS in connection with
various of its charitable activities and organizations. In
connection with the aforementioned services, Opposer has
used CUBS CARE since 1991, CUBS CHARITIES since
1986, and CUBS SCHOLARS since 2013. Opposer has long
used the mark CUBS CLUB for its fan club, and since 1985
it has used CUBS CONVENTION to identify its annual
two and a half day fan fest, which has been held in Chicago
every January for more than three decades. Opposer has
used the mark CUBS DESTINATIONS since 2007 as a
brand for various travel packages offered to fans in
connection with SPRING TRAINING and regular season
Cubs games. Last season, Opposers Class A Minor League
– 21 –
Opposition No. 91232736
affiliate, the MYRTLE BEACH PELICANS, hosted a
CUBS-A-PALOOZA weekend
.30
We find that this showing by Opposer of the use and registration of CUB- variant
marks contributes to the similarity consumers would perceive from the shared string
of letters, CUB-, in Applicants and Opposers marks. The shared lettering creates a
visual resemblance between the marks and renders them phonetically similar, an
important consideration in the analysis. See Viterra, 101 USPQ2d at 1911. While the
endings of the marks differ to such an extent that the marks themselves would not
likely be mistaken for one another, the marks nonetheless would be perceived as
variants of one another, coming from a common source. Opposers evidence of
registration and use of CUB-variant marks renders such a consumer misimpression
likely. See Century 21 Real Estate Corp. v. Century Life of Am., 970 F.2d 874, 23
USPQ2d 1698, 1701 (Fed. Cir. 1992) (Opposers use of variations on the dominant
portion of its mark would increase the likelihood that consumers would misconstrue
the source of insurance under the mark CENTURY LIFE OF AMERICA).
As to connotation and commercial impression, Applicants CUBNOXIOUS mark
likely would be perceived as a combination of the term CUB31 and the word
obnoxious, which typically is not a flattering term. However, Opposer provides
compelling evidence to show why consumers nonetheless likely would mistakenly
30 25 TTABVUE 7 (Morrison Declaration).
31While Applicant did not acknowledge his mark as a reference to the Chicago Cubs, Opposer
has noted that Applicant resides in the Des Moines, Iowa home base of Opposers Minor
League affiliate, the Iowa Cubs. 32 TTABVUE 9 (Opposers Brief); 25 TTABVUE 6 (Morrison
Declaration).
– 22 –
Opposition No. 91232736
believe that it was the source of Applicants clothing. Opposers argument derives
from the idea that sports teams or their fans may seek to provoke opposing teams
and their fans, thereby embracing an offensive, or obnoxious, reputation. As Opposer
characterizes it in its Brief:
To a fan base notorious for its undying allegiance to the
Cubs, the CUBNOXIOUS designation at issue in this case
would surely be taken by many as a badge of honor that fits
quite comfortably within the Clubs creative and expansive
merchandising program, which already offers a wide
variety of different marks, designs, stylizations, themes
and imagery among its selection of officially licensed
products.32
Numerous articles from newspapers throughout the country reflect consumer
exposure to the idea that fans of the Chicago Cubs are highly committed, using terms
such as loyal, die-hard, and faithful, and describing their willingness to travel
and attend distant games such as in articles titled Cubs fans invade the Brewers
back yard and Cubs fans get nice and cozy at Chase [Field].33 Other articles report
on Cubs fan events and activities, such as the Cubs Die Hard Fan Convention of
Cubmaniacs reported by the Chicago Tribune,34 and an article on the Bleacher
Nation website entitled Cubs Fans Are Everywhere, and Will Go Anywhere.35
Some go further in characterizing the nature of the fan base as obnoxious. One
article from the Chicago Daily Herald bears the headline Cubs fans obnoxious? Of
32 32 TTABVUE 24 (Opposers Brief).
3314 TTABVUE 1-99 (various newspapers), id. at 142-43 (Post-Crescent), id. at 146-48
(Arizona Daily Star).
34 13 TTABVUE 645-46 (chicagotribune.com).
35 Id. at 647-50 (bleachernation.com).
– 23 –
Opposition No. 91232736
course,36 and another from the Chicago Tribune reports that [Cincinnati] Reds
broadcaster rips obnoxious Cubs fans.37
Opposer even has provided some examples of Tweets using Cubnoxious to refer
to Cubs fans, compiled below from various threads:
36 Id. at 156-58.
37 Id. at 150-51.
– 24 –
Opposition No. 91232736
38
– 25 –
Opposition No. 91232736
A Yelp user review of an event at a Chicago park also refers to trying to avoid
Cubnoxious Drunkards.39
We find Opposers evidence convincing to demonstrate that the connotation and
commercial impression of Applicants mark is similar to Opposers marks. See
Chicago Bears Football Club, Inc. v. 12th Man/Tennessee LLC, 83 USPQ2d 1073, 1077
(TTAB 2007) (applicants 12th BEAR mark confusingly similar to opposers BEARS
and CHICAGO BEARS marks as 12th reinforced the connection with the Chicago
Bears football team by specifically identifying a fan of the team as the twelfth
Bear.).
Especially bearing in mind the strength of Opposers marks and the overlapping
goods, we deem Applicants mark sufficiently similar in appearance, sound,
connotation and commercial impression to Opposers marks to weigh in favor of likely
confusion.
D. Lack of Actual Confusion Evidence
While Opposer has acknowledged the lack of actual confusion evidence, given that
Applicant has not yet used his proposed mark in commerce, there has been no
opportunity for actual consumer confusion to occur. See DuPont, 177 USPQ at 567
(identifying seventh and eighth du Pont factors as [t]he nature and extent of any
actual confusion, and [t]he length of time during and conditions under which there
38 14 TTABVUE 672 (twitter.com); see also 15 TTABVUE 49.
39 13 TTABVUE 666 (yelp.com).
– 26 –
Opposition No. 91232736
has been concurrent use without evidence of actual confusion). Accordingly, we find
the seventh and eighth factors neutral.
E. Purchasing Conditions
Both parties addressed the DuPont factor regarding consumers purchasing
conditions, relying on the nature of the identified goods without pointing to other
evidence. We have no basis to find that ordinary consumers purchasing shirts would
exercise more than an ordinary degree of care. This factor is neutral.
F. Bad Faith
Opposer argues that Applicants alleged evasiveness about his awareness of
Opposers marks and his lack of explanation why he selected his mark point to bad
faith. See, e.g., J & J Snack Foods Corp. v. McDonalds Corp., 932 F.2d 1460, 1462,
18 USPQ2d 1889, 1891 (Fed. Cir. 1991) (Whether there is evidence of intent to trade
on the goodwill of another is a factor to be considered.); Jewelers Vigilance Comm.,
Inc. v. Ullenberg Corp., 853 F.2d 888, 7 USPQ2d 1628, 1630 (Fed. Cir. 1988) (proof
of intent to trade on anothers goodwill can provide persuasive evidence of likelihood
of confusion) (citation omitted). Establishing bad faith requires a showing that
Applicant intentionally sought to trade on Opposer’s good will or reputation. See Big
Blue Prod. Inc. v. IBM Corp., 19 USPQ2d 1072 (TTAB 1991). While such intent may
be inferred from surrounding circumstances, even mere knowledge of a competitors
mark is not equivalent to a deliberate attempt to deceive or to cause confusion. Elec.
Water Conditioners, Inc. v. Turbomag Corp., 221 USPQ 162, 165 (TTAB 1984). We
– 27 –
Opposition No. 91232736
cannot find based on this record such a showing of Applicants bad faith. This factor
is neutral.
G. Conclusion as to Likelihood of Confusion
Given the similarity of Opposers strong marks to Applicants mark, and the
overlap of their goods that move in some of the same channels of trade to the same
classes of consumers, we conclude that confusion is likely. The opposition on this
ground is sustained.
Decision: The opposition is sustained both on the ground of lack of bona fide
intent to use the mark in commerce as of the filing date of the application and on the
ground of likely confusion.
– 28 –
This Opinion is Not a
Precedent of the TTAB
Mailed: May 3, 2019
UNITED STATES PATENT AND TRADEMARK OFFICE
_____
Trademark Trial and Appeal Board
_____
Chicago Cubs Baseball Club, LLC
v.
Ronald Mark Huber
_____
Opposition No. 91232736
_____
Mary L. Kevlin, Richard S. Mandel, Timothy J. Buckley, and Joelle A. Milov of
Cowan, Liebowitz & Latman, P.C. for
Chicago Cubs Baseball Club, LLC
Daniel M. Northfield for
Ronald Mark Huber
_____
Before Bergsman, Shaw and Lynch,
Administrative Trademark Judges.
Opinion by Lynch, Administrative Trademark Judge:
Ronald Mark Huber (Applicant) seeks registration on the Principal Register of
the mark CUBNOXIOUS in standard characters (the Application) for shirts in
Opposition No. 91232736
International Class 25.1 Chicago Cubs Baseball Club, LLC (Opposer) opposes
registration of the mark based on Applicants alleged lack of bona fide intent to use
the mark in commerce at the time he filed the application, rendering the application
void ab initio under Trademark Act Section 1(b), 15 U.S.C. § 1051(b), and alleged
likelihood of confusion under Section 2(d) of the Trademark Act, 15 U.S.C. § 1052(d),
with Opposers following live registered marks, shown below, status and title copies
of which were submitted for the record:2
Registration Number/ Mark Goods/Services
Application Serial
Number
Reg. No. 869838 Entertainment services in the nature of baseball
exhibitions rendered live and through the media of
radio and television in Int. Class 41
(lined for colors red and blue)
Reg. No. 1042652 Includes: T-shirts, sweatshirts, pajamas, ponchos,
jackets, pants, and robes in Int. Class 25
Reg. No. 1538033 Flashlights in Int. Class 11
Reg. No. 1538151 Includes: Clothing, namely, t-shirts in Int. Class 25
1 Application Serial No. 86879907 was filed on January 19, 2016, based on Applicants
allegation of a bona fide intent to use the mark in commerce under Section 1(b) of the
Trademark Act, 15 U.S.C. § 1051(b).
211 TTABVUE (Opposers First Notice of Reliance). Citations refer to TTABVUE, the Boards
online docketing system. See Turdin v. Trilobite, Ltd., 109 USPQ2d 1473, 1476 n.6 (TTAB
2014). Opposer also introduced Reg. No. 5414341 for the mark THATS CUB for a variety
of services in Int. Class 41. Because the registration was not pleaded and, as discussed below,
we need not rely on it, it is not included in the table.
-2-
Opposition No. 91232736
Reg. No. 1538193 Clothing, namely t-shirts in Int. Class 25
(CHICAGO disclaimed)
Reg. No. 1544313 CHICAGO CUBS Includes: Clothing, namely, t-shirts, sweatshirts,
(CHICAGO disclaimed) caps and hooded sweatshirts in Int. Class 25
Reg. No. 1548675 CHICAGO CUBS Entertainment services in the nature of baseball
(CHICAGO disclaimed) exhibitions in Int. Class 41
Reg. No. 150472 Paper goods and printed matter, namely, baseball
cards in Int. Class 16
Reg. No. 1612016 Publications and printed matter, namely, souvenir
programs in Int. Class 16; Entertainment services in
the nature of baseball exhibitions in Int. Class 41
Reg. No. 1916572 Clothing, namely, shirts, caps, shorts, T-shirts, hats,
uniforms, uniform jerseys, wind resistant jackets,
short sets, sweatpants, sweatshirts in Int. Class 25
Reg. No. 1694837 CUBS CARE Raising, receiving and distributing charitable funds
by means of special events in Int. Class 36
Reg. No. 3199968 MR. CUB Includes: Baseball jerseys in Int. Class 25
Reg. No. 3231135 Clothing, namely, caps, hats, shirts, t-shirts, tank
tops, sweaters, pullovers, vests, shorts, pants,
dresses, skirts, baseball uniforms, jerseys, warm-up
suits, jogging suits, sweatshirts, sweatpants,
underwear, robes, sleepwear, swimwear, jackets,
ponchos, cloth bibs, infant wear, jumpers, rompers,
coveralls, creepers, baby booties, ties, footwear,
socks, hosiery, slippers in Int. Class 25
Reg. No. 3231136 CUBS Entertainment services, namely, baseball games,
competitions and exhibitions rendered live and
through broadcast media including television and
radio, and via a global computer network or a
commercial on-line service; information services,
namely, providing information in the field of sports,
entertainment and related topics, and providing for
informational messages relating thereto; educational
services in the nature of baseball skills programs,
baseball camps and clinics offered live;
entertainment services, namely, production of
programming broadcast via television, radio and a
global computer network or a commercial on-line
service; organizing community sporting events;
providing facilities for sports tournaments and
competitions relating to baseball; organizing and
conducting fantasy sports, sports contests and
sweepstakes; providing on-line newsletters in the
field of baseball in Int. Class 41
-3-
Opposition No. 91232736
Reg. No. 3231137 CUBS Clothing, namely, caps, hats, visors, knitted head
wear, shirts, t-shirts, tank tops, sweaters, pullovers,
vests, shorts, pants, dresses, skirts, baseball
uniforms, jerseys, warm-up suits, jogging suits,
sweatshirts, sweatpants, underwear, robes, sleep
wear, swimwear, jackets, ponchos, cloth bibs, infant
wear, jumpers, rompers, coveralls, creepers, baby
booties, ties, footwear, socks, hosiery, slippers in Int.
Class 25
Reg. No. 3320038 Toys and sporting goods, namely, stuffed toys, plush
toys, bean bag toys, foam toys, foam novelty items,
namely, foam fingers, balloons, checker sets,
dominoes, board games, card games, dart boards and
dart board accessories, namely, darts, dart shafts and
dart flights, toy cars and trucks, jigsaw and
manipulative puzzles, yo-yo’s, toy banks, toy figures,
toy vehicles, toy airplanes, dolls and doll
accessories, bobbing head dolls, decorative wind
socks, miniature baseball bats, mini batting helmet
replicas, toy necklaces, baseballs, holders for
baseballs, autographed baseballs, playground balls,
golf balls, golf club head covers, golf club bags,
billiard accessories, namely, cues, billiard balls,
baseball bases, baseball bats, batting gloves,
inflatable toys; costume masks; Christmas tree
ornaments, excluding confectionery and
illumination articles, and Christmas stockings;
playing cards in Int. Class 28
Reg. No. 3320039 Athletic bags, overnight bags, backpacks, duffel
bags, tote bags, beach bags, knapsacks, attaché
cases, briefcases, purses, wallets, billfolds, cosmetic
cases sold empty, toiletry cases sold empty, business
card cases, luggage, luggage tags, suitcases,
umbrellas, dog collars, and dog leashes in Int. Class
18
Reg. No. 3320040 Paper goods and printed matter, namely, trading
cards, posters, stickers, decals, temporary tattoos,
bumper stickers, score books, scorecards, printed
baseball game programs, magazines and books
featuring baseball, brochures featuring baseball,
writing pads, note paper, notebooks, binders,
stationery-type portfolios, stationery folders, book
covers, calendars, greeting cards, postcards, printed
bank checkbooks, checkbook covers, gift wrapping
paper, paper gift and party bags, paper party goods
in the nature of paper party decorations; paper
napkins, mounted and un-mounted photographs,
photograph albums, lithographs, paperweights, pens,
pencils, crayons, non-electric erasers, pencil cases,
art pictures, and art prints in Int. Class 16
Reg. No. 3320041 CUBS Toys and sporting goods, namely, stuffed toys, plush
toys, bean bag toys, foam toys, foam novelty items,
namely, foam fingers, balloons, checker sets,
dominoes, board games, card games, dart boards and
dart board accessories, namely, darts, dart shafts and
dart flights, toy cars and trucks, jigsaw and
manipulative puzzles, toy banks, toy figures, toy
vehicles, toy airplanes, dolls and doll accessories,
-4-
Opposition No. 91232736
bobbing head dolls, decorative wind socks,
miniature baseball bats, mini batting helmet replicas,
toy necklaces, baseballs, holders for baseballs,
autographed baseballs, playground balls, golf balls,
golf club head covers, golf club bags, billiard
accessories, namely, cues, billiard balls and baseball
bases, baseball bats, batting gloves, inflatable toys;
costume masks; Christmas tree ornaments,
excluding confectionery and illumination articles,
and Christmas stockings; playing cards in Int. Class
28
Reg. No. 3320042 CUBS Athletic bags, overnight bags, backpacks, duffel
bags, tote bags, beach bags, knapsacks, attaché
cases, briefcases, purses, wallets, billfolds, cosmetic
cases sold empty, toiletry cases sold empty, business
card cases, luggage, luggage tags, suitcases,
umbrellas, dog collars, and dog leashes in Int. Class
18
Reg. No. 3320043 CUBS Paper goods and printed matter, namely, trading
cards, posters, stickers, decals, temporary tattoos,
bumper stickers, score books, scorecards, printed
baseball game programs, magazines and books
featuring baseball, brochures featuring baseball,
writing pads, note paper, notebooks, binders,
stationery-type portfolios, stationery folders, book
covers, calendars, greeting cards, postcards, printed
bank checkbooks, checkbook covers, gift wrapping
paper, paper gift and party bags, paper party goods
in the nature of paper party decorations; paper
napkins, mounted and un-mounted photographs,
photograph albums, lithographs, paperweights, pens,
pencils, crayons, non-electric erasers, pencil cases,
art pictures, and art prints in Int. Class 16
Reg. No. 3320044 CUBS Jewelry, namely, bracelets, charms, earrings, rings,
belly rings, necklaces, pendants, watches, costume
jewelry, silicone or rubber bracelets and wristbands
in the nature of bracelets, medallions, ornamental
metal pins, lapel pins, cuff links, metal belt buckles
of precious metal, money clips of precious metal,
key chains of precious metal, key rings of precious
metal, clocks, wall clocks, alarm clocks, and non-
monetary coins of precious metal in Int. Class 14
Reg. No. 3326192 Pre-recorded videodiscs relating to baseball; cell
phone accessories, namely, cases and face plate
covers; calculators; electric switch plate covers;
luminous signs, neon signs; sunglasses; decorative
magnets; video and computer game cartridges, video
and computer game discs; computer accessories,
namely, mouse pads, computer game programs, and
computer application programs downloadable from
a global computer network in the field of baseball in
Int. Class 9
Reg. No. 3326193 CUBS Pre-recorded videodiscs relating to baseball; pre-
recorded audio discs relating to baseball; cases for
personal digital assistants, cell phone accessories,
namely, cases and face plate covers; binoculars;
calculators; electric switch plate covers; luminous
signs, neon signs; sunglasses; decorative magnets;
-5-
Opposition No. 91232736
protective helmets, video and computer game
cartridges, video and computer game discs, video
and computer game cassettes computer accessories,
namely, mouse pads, computer game programs, and
computer application programs downloadable from
a global computer network in the field of baseball in
Int. Class 9
Reg. No. 3403043 Clothing, namely, caps, hats, headbands, visors,
shirts, T-shirts, tank tops, pullovers, baseball
uniforms, jerseys, sweatshirts, jackets in Int. Class
25
Reg. No. 3403044 Clothing, namely, caps, hats, shirts, T-shirts, tank
tops, pullovers, baseball uniforms, jerseys,
sweatshirts, jackets in Int. Class 25
Reg. No. 3644960 CUBBIES Clothing, namely, caps, hats, shirts, T-shirts in Int.
Class 25
Reg. No. 3703178 Clothing, namely, caps, hats, shirts, T-shirts,
baseball uniforms, jerseys, sweatshirts, jackets in Int.
Class 25
Reg. No. 3854382 Clothing, namely, caps, hats, shirts, T-shirts, tank
tops in Int. Class 25
Reg. No. 5424582 Clothing, namely, headwear, shirts, athletic
uniforms, jerseys, jackets in Int. Class 25
Reg. No. 5561908 THATS CUB Clothing, namely, shirts, footwear in Int. Class 25
-6-
Opposition No. 91232736
In his answer, Applicant admits that he has not yet used his mark, but otherwise
denies the salient allegations in the notice of opposition.3 The opposition is fully
briefed.
I. Standing and Priority
Applicant does not contest Opposers standing or priority. Nonetheless, Opposer
must prove standing by showing a real interest in the outcome of the proceeding and
a reasonable basis for believing that it would suffer damage if the mark is registered.
See 15 U.S.C. § 1063; Empresa Cubana Del Tabaco v. Gen. Cigar Co., 753 F.3d 1270,
111 USPQ2d 1058, 1062 (Fed. Cir. 2014). Opposers pleaded registrations, for which
Opposer has proven status and title, establish its standing. See Coach Servs. v.
Triumph Learning LLC, 668 F.3d 1356, 101 USPQ2d 1713, 1727-28 (Fed. Cir. 2012);
Cunningham v. Laser Golf Corp., 222 F.3d 943, 55 USPQ2d 1842, 1844 (Fed. Cir.
2000).
Also, Section 2(d) priority is not in issue as to the marks and the goods and
services covered by these registrations. See Top Tobacco LP v. North Atlantic Op. Co.,
101 USPQ2d 1163, 1169 (TTAB 2011) (citing King Candy, Co. v. Eunice Kings
Kitchen, Inc., 496 F.2d 1400, 82 USPQ 108 (CCPA 1974)).
II. Lack of Bona Fide Intent to Use
The Trademark Act provides in pertinent part that [a] person who has a bona
fide intention, under circumstances showing the good faith of such person, to use a
trademark in commerce may request registration of its trademark on the principal
3 10 TTABVUE 1 (Applicants Amended Answer).
-7-
Opposition No. 91232736
register…. Trademark Act Section 1(b)(1), 15 U.S.C. § 1051(b)(1). The bona fide
intent requirement must be read in conjunction with the revised definition of use in
commerce in Section 45 of the Trademark Act, which the Trademark Law Revision
Act of 1988 amended to require that such use be in the ordinary course of trade, and
not made merely to reserve a right in a mark. Commodore Elec. Ltd. v. CBM
Kabushiki Kaisha, 26 USPQ2d 1503, 1507 (TTAB 1993).
The determination of whether an applicant has a bona fide intention to use the
mark in commerce is to be a fair, objective determination based on all the
circumstances. Lane Ltd. v. Jackson Intl Trading Co., 33 USPQ2d 1351, 1355 (TTAB
1994). Opposer has the initial burden of demonstrating by a preponderance of the
evidence that [A]pplicant lacked a bona fide intent to use the mark on the identified
goods. Boston Red Sox Baseball Club LP v. Sherman, 88 USPQ2d 1581, 1587 (TTAB
2008). Opposer can establish its prima facie case of no bona fide intent by proving
that [A]pplicant has no documentary evidence to support its allegation in the
application of its claimed bona fide intent to use the mark in commerce as of the
application filing date. Saul Zaentz Co. v. Bumb, 95 USPQ2d 1723, 1727 (TTAB
2010). If Opposer satisfies this burden, the burden of production shifts to Applicant
to offer additional evidence showing its bona fide intent to use its mark in commerce.
Id.; see also Commodore Elec., 26 USPQ2d at 1507 n.11.
Opposer makes a prima facie case of lack of bona fide intent in this case by
establishing that Applicant has essentially no supporting documentary evidence from
the timeframe of January 19, 2016, the filing date of his application. In response to
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Opposition No. 91232736
Opposers Interrogatory No. 18 seeking the identification of such documents,
Applicant identified only his intent-to-use application, which does not demonstrate
bona fide intent.4 Research In Motion Ltd. v. NBOR Corp., 92 USPQ2d 1926, 1931
(TTAB 2009) (If the filing and prosecution of a trademark application constituted a
bona fide intent to use a mark, then in effect, lack of a bona fide intent to use would
never be a ground for opposition or cancellation, since an inter partes proceeding can
only be brought if the defendant has filed an application.). Applicant subsequently
identified and produced a single undated page with the following content:
5
Applicant also submitted this same document as an exhibit to his testimony affidavit,
and we note that he did not provide the date of the document, instead merely stating
that it constitutes lettering ideas that I might use on a product in commerce.6 This
undated document with minimal content does not constitute documentary evidence
4 12 TTABVUE 33 (Opposers Second Notice of Reliance).
5 Id. at 33, 42.
6 30 TTABVUE 4 (Ronald Huber affidavit).
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Opposition No. 91232736
of a bona fide intent to use the mark contemporaneous with Applicants January 2016
filing date, and Applicant has provided no other documents as proof. Applicant
explicitly stated in discovery responses that he had no other documentation reflecting
his bona fide intention at the relevant time:
Interrogatory No. 18: State whether Applicant has any
documentation, including, without limitation, business
plans, marketing plans, memos, correspondence or draft
proposals of any kind, reflecting Applicants bona fide
intention, prior to or as of January 19, 2016, to use the
Applied-for Mark in connection with the goods covered by
the Application.
Answer: None other than the Applicants application for
trademark.7
Given the absence of documentary evidence of Applicants bona fide intent to use
the mark, the burden shifts to Applicant to produce other evidence of the requisite
intent. Saul Zaentz Co., 95 USPQ2d at 1729. Apart from what we have discussed
above, the only other evidence of alleged bona fide intent Applicant points to in his
brief is his three-sentence testimony affidavit consisting of the following content:
If I am granted this trademark for this case, for the mark
CUBNOXIOUS (Application serial number 86879907), I
plan to use the mark in commerce for the general public,
not for any specific geographical region or specific group of
persons. I do not intend to specifically target either fans or
opponents of the Chicago Cubs or any other sports team.
Attached to this Affidavit are lettering ideas that I might
use on a product in commerce.8
7 12 TTABVUE 33 (Opposers Second Notice of Reliance).
8 30 TTABVUE 4 (Ronald Huber Affidavit).
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Opposition No. 91232736
We do not find Applicants conclusory statement persuasive to show that on January
19, 2016, Applicant had a bona fide intent to use the mark. See Research In Motion
Ltd., 92 USPQ2d at 1931 (applicants stated belief that the applied-for mark would
be a good mark for future use does not establish a bona fide intent to use). This type
of mere statement of subjective intention, without more, does not suffice. See Lane
Ltd., 33 USPQ2d at 1355; see also L.C. Licensing Inc. v. Berman, 86 USPQ2d 1883
(TTAB 2008). Thus, Applicant has not rebutted Opposers showing.
Moreover, Applicants own discovery responses corroborate the lack of bona fide
intent. For example, in response to Interrogatory No. 1 regarding the date Applicant
selected his mark, he characterized the situation as follows: When Applicant applied
for a trademark, 1-19-2016, Applicant selected Applicants mark for potential future
use. No specific date was set for date of intended use.9 We find Applicants statement
in this regard more in keeping with filing an application merely to reserve a right in
the mark. See Saul Zaentz Co., 95 USPQ2d at 1729 (criticizing the applicants
statement that he applied for the mark just for the opportunity to create something
in the future). Other discovery responses contain similarly noncommittal language,
such as that the nature of Applicants intended use was undetermined at this time.10
Finally, we note that Applicant has not shown any established business or relevant
experience in the industry that might suggest bona fide intent. Contrast Rolex Watch
USA, Inc. v. AFP Imaging Corp., 101 USPQ2d 1188, 1197 (TTAB 2011) (prima facie
9 12 TTABVUE 27 (Opposers Second Notice of Reliance) (emphasis added).
10 Id. at 29.
– 11 –
Opposition No. 91232736
lack of bona fide intent from no documentary evidence overcome by showing capacity
to market and manufacture the goods identified in its application, which applicant
proved were an extension of its current product line).
Thus, the preponderance of the evidence establishes that Applicant lacked the
requisite bona fide intention to use the CUBNOXIOUS mark in commerce when he
filed his intent-to-use application. Applicant lacks documentary evidence to support
his bona fide intent claim, which suffices in itself to make Opposers prima facie case
on this ground. See Saul Zaentz Co., 95 USPQ2d at 1730; Commodore Elec., 26
USPQ2d at 1507; Boston Red Sox Baseball Club, 88 USPQ2d at 1587; Research In
Motion Ltd., 92 USPQ2d at 1931. Applicant presented no persuasive evidence to
overcome the prima facie case, and other evidence corroborates the lack of bona fide
intent by suggesting that he filed his intent-to-use application merely to reserve a
right in the mark for potential future use. We conclude that Opposer has established
this Section 1(b) ground of opposition, such that the application is void ab initio. The
opposition on this ground is sustained.
III. Likelihood of Confusion
The determination under Section 2(d) involves an analysis of all of the probative
evidence of record bearing on a likelihood of confusion. In re E.I. DuPont de Nemours
& Co., 476 F.2d 1357, 177 USPQ 563, 567 (CCPA 1973) (setting forth factors to be
considered, hereinafter referred to as DuPont factors); see also In re Majestic
Distilling Co., 315 F.3d 1311, 65 USPQ2d 1201, 1203 (Fed. Cir. 2003). A likelihood of
confusion analysis often focuses on the similarities between the marks and the
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Opposition No. 91232736
similarities between the goods. See Federated Foods, Inc. v. Fort Howard Paper Co.,
544 F.2d 1098, 192 USPQ 24, 29 (CCPA 1976) (The fundamental inquiry mandated
by § 2(d) goes to the cumulative effect of differences in the essential characteristics of
the goods and differences in the marks.). Opposer bears the burden of proving its
claim of likelihood of confusion by a preponderance of the evidence. Cunningham,
55 USPQ2d at 1848.
We focus our analysis on Opposers registrations that include shirts of some kind
among the identified goods (hereinafter, Opposers registrations or Opposers
marks), as follows:
Reg. No. 1544313 CHICAGO CUBS (CHICAGO disclaimed)
Reg. No. 3199968 MR. CUB
Reg. No. 3231137 CUBS
Reg. No. 3644960 CUBBIES
Reg. No. 5561908 THATS CUB
We consider the marks and goods in these registrations most relevant for the
likelihood of confusion determination. See Max Capital Grp. Ltd., 93 USPQ2d 1243,
1245 (TTAB 2010).
A. The Goods, Trade Channels, and Classes of Consumers
The subject application identifies shirts and Opposers registrations all include
shirts, either generally identified as such, or more specifically identified as particular
types of shirts, such as sweatshirts, t-shirts, baseball jerseys, etc. Thus, the goods
overlap, and are legally identical in part.
We must therefore presume that the channels of trade and potential consumers
are also identical in part. See In re Viterra Inc., 671 F.3d 1358, 101 USPQ2d 1905,
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Opposition No. 91232736
1908 (Fed. Cir. 2012) (finding Board entitled to rely on this legal presumption in
determining likelihood of confusion); Genesco Inc. v. Martz, 66 USPQ2d 1260, 1268
(TTAB 2003) (Given the in-part identical and in-part related nature of the parties
goods, and the lack of any restrictions in the identifications thereof as to trade
channels and purchasers, these clothing items could be offered and sold to the same
classes of purchasers through the same channels of trade.). Thus, the second and
third DuPont factors weigh strongly in favor of a finding of likely confusion.
B. The Strength of Opposers Marks
The strength of a mark under the fifth DuPont factor rests on the extent to which
a significant portion of the relevant consuming public . . . recognizes the mark as a
source indicator. Joseph Phelps Vineyards, LLC v. Fairmont Holdings, LLC, 857
F.3d 1323, 122 USPQ2d 1733, 1734 (Fed. Cir. 2017) (citing Palm Bay Imps. v. Veuve
Clicquot Ponsardin Maison Fondee En 1772, 396 F.3d 1369, 73 USPQ2d 1689, 1694
(Fed. Cir. 2005)). This factor involves assessing the mark along a spectrum from
very strong to very weak. Id. (internal citations omitted). A very strong mark
receives a wider latitude of legal protection in the likelihood of confusion analysis.
See Palm Bay Imps., 73 USPQ2d at 1694 (strong marks enjoy wide latitude of legal
protection and are more attractive as targets for would-be copyists).
The commercial strength of a mark may be measured indirectly by the volume of
sales and advertising expenditures in connection with the goods and services sold
under the mark, and other factors such as length of time of use of the mark;
widespread critical assessments; notice by independent sources of the goods and
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Opposition No. 91232736
services identified by the marks; and the general reputation of the goods and services.
Weider Publns, LLC v. D & D Beauty Care Co., 109 USPQ2d 1347, 1354 (TTAB 2014);
see also Bose Corp. v. QSC Audio Prods. Inc., 293 F.3d 1367, 63 USPQ2d 1303, 1308
(Fed. Cir. 2002) (recognizing indirect evidence as appropriate proof of strength).
In addition to its large number of registrations, and long use of its marks, Opposer
submitted a wide variety of evidence of significant consumer exposure to its marks.11
For example, confidential testimony establishing the substantial number of unique
visitors to Opposers website in recent timeframes.12 Opposer also features some of
its marks on social media platforms such as Facebook, Twitter, Instagram, and
Snapchat. Opposers Facebook page has more than three million followers, its Twitter
feed has more than two million followers, and its Instagram account has over one
million followers.13
Opposer also provided evidence of considerable attendance figures at Cubs
baseball games where Opposers marks are displayed.14 Opposers Assistant Director
of Brand Development and Activation, John Morrison testified that on average, three
million fans per season attend games at Wrigley Field, where Opposers marks are
prominently featured, such as in game programs and stadium signage.15 Also,
11 Our analysis of the strength of Opposers marks includes all of the marks.
1217 TTABVUE 4-7 (confidential declaration of Lara Pitaro Wisch), 16 TTABVUE (public
version), 18 TTABVUE 1-38 (exhibits to the declaration).
1325 TTABVUE 12 (Morrison declaration); see also 13 TTABVUE 134 (A screenshot of
Opposers Instagram page that shows some of its marks on shirts displays 1.1m followers.).
14 13 TTABVUE 10-107 (Opposers Third Notice of Reliance).
15 25 TTABVUE 15 (Morrison declaration).
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Opposition No. 91232736
consumers experience Cubs games broadcast on radio and TV, including digitally
streamed TV,16 with a large number of viewers.17 Uncontradicted testimony
establishes that Opposers CUB marks appear prominently throughout such
broadcasts and streams.18 In addition, testimony also details a sponsorship program
that includes promotion of Opposers marks through various industries with
companies such as Bank of America, Budweiser, Gatorade, General Motors, Nathans
Famous, MasterCard International, Nike, Scotts, SiriusXM, Starwood Hotels and
Resorts, and T-Mobile.19 Opposer also advertises and promotes its registered marks
in a variety of media, and distributes promotional items bearing the marks. Its
confidential advertising and promotional expenses are included in the record.20
Opposers strength evidence extends more specifically to use of its marks on
various clothing items including shirts.21 Opposers Assistant Director of Brand
Development and Activation, John Morrison, provided confidential revenue figures
for sales of merchandise including clothing bearing Opposers marks in the stores at
Wrigley Field, Opposers home stadium.22 Confidential testimony regarding
16 Id.
1720 TTABVUE 7 (confidential declaration of Ethan G. Orlinsky), 19 TTABVUE 7 (public
version).
1820 TTABVUE 8 (confidential declaration of Ethan G. Orlinsky), 19 TTABVUE 8 (public
version), 21 TTABVUE (exhibits to the declaration).
19 19 TTABVUE 8 (Orlinsky declaration).
20 26 TTABVUE 11 (confidential declaration of John Morrison).
21 18 TTABVUE 39-76, 103-80 (exhibits to Wisch declaration).
2226 TTABVUE 10 (confidential declaration of John Morrison), 25 TTABVUE 10 (public
version).
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Opposition No. 91232736
merchandising and licensing of Opposers marks with clothing brands such as Nike,
Under Armour, Levis & Strauss Co., Vans, and Columbia, among others, reports
substantial revenue from these goods.23 The testimony exhibits include numerous
examples of shirts bearing Opposers marks.24
The record includes other examples of consumer exposure to Opposers marks in
connection with shirts. A CBS Sports online article bears the headline Cubs Kris
Bryant has top-selling MLB jersey of 2015 and includes a picture of the player in his
baseball jersey with one of Opposers marks.25 An article from Thewrap.com on 10
Best Chicago Cubs Shout-Outs in Movies and TV shows photo stills from films
including Rookie of the Year, with a boy in a Cubs baseball jersey that displays one
of Opposers marks.26
The record contains articles from the Chicago Tribune and the Library of Congress
in which renowned Cubs players from the early 1900s, Joe Tinker, Johnny Evers and
Frank Chance, are shown wearing Cubs jerseys with some of Opposers marks.27
Applicant acknowledges in its brief that Opposer has at least some regional fame,
and may have used its marks a while.28 However, presumably in an effort to rebut
Opposers argument about the degree of strength of the marks, Applicant submitted
2323 TTABVUE 7-8 (confidential declaration of Denis Nolan), 22 TTABVUE (public version),
24 TTABVUE (exhibits to the declaration).
24 24 TTABVUE 4-15, 29, 71.
25 13 TTABVUE 198-99 (cbssports.com).
26 Id. at 133-34.
27 13 TTABVUE 106-113.
28 33 TTABVUE 11 (Applicants Brief).
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Opposition No. 91232736
some of Opposers responses to requests for admission to establish, inter alia, that
Opposer does not own or license certain websites, such as www.cub.com, does not own
various registrations that include CUB, that certain symbols used on the New York
Stock Exchange (NYSE) are not affiliated with Opposer, and that the word cub has
a defined meaning as a young carnivorous mammal.29
Applicants evidence does not demonstrate weakness because the record lacks the
necessary context to evaluate alleged third-party use and registration. Applicant
failed to introduce any of the third-party registrations that were the subject of his
requests for admission to Opposer, so that although the admissions refer to the
marks, there is no evidence of the goods and services covered by those registrations.
This negates their probative value to show weakness of Opposers marks, which
would depend on proof of the registration and use of similar marks for similar goods.
Cf. In re i.am.symbolic, llc, 866 F.3d 1315, 123 USPQ2d 1744, 1751 (Fed. Cir. 2017)
(disregarding third-party registrations for goods in other classes where the proffering
party has neither introduced evidence, nor provided adequate explanation to support
a determination that the existence of I AM marks for goods in other classes,
support a finding that registrants marks are weak with respect to the goods
identified in their registrations). Similarly, the record lacks evidence of the
underlying third-party websites that include cub in their domain names, or of the
context of any third-party use of NYSE symbols that include cub. See Palm Bay
29 29 TTABVUE.
– 18 –
Opposition No. 91232736
Imps., 73 USPQ2d at 1693 ([t]he probative value of third-party trademarks depends
entirely upon their usage.).
Overall, Opposers admissions do not equate to proof of a degree of recent
consumer exposure to third-party use or registration of similar marks on similar
goods to show that consumers generally distinguish among marks containing cub
based on minor distinctions. See Juice Generation, Inc. v. GS Enters. LLC, 794 F.3d
1334, 115 USPQ2d 1671, 1674 (Fed. Cir. 2015); contrast Primrose Retirement
Communities, LLC v. Edward Rose Senior Living, LLC, 122 USPQ2d 1030 (TTAB
2016) (weakness found based on at least 85 actual uses of ROSE-formative marks for
similar services, eight similar third-party registrations, expert testimony and other
evidence regarding the common nature of ROSE-formative marks in the industry,
and testimony by opposer that it did not vigorously enforce its mark). Under the sixth
DuPont factor, the record is devoid of evidence of third-party use or registration of
similar marks on similar goods. Thus, Opposers marks do not appear to be
commercially weak; rather, they are commercially strong.
As to conceptual strength, Opposer has admitted that the ordinary meaning of
cub refers to a young mammal. However, Opposer correctly points out that in its
marks for clothing, as well as other goods and services, CUB is arbitrary as a known
word used in an unexpected or uncommon way. Nautilus Grp., Inc. v. Icon Health &
Fitness, Inc., 372 F.3d 1330, 71 USPQ2d 1173 (Fed. Cir. 2004) (defining an arbitrary
mark as a known word used in an unexpected or uncommon way and observing that
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Opposition No. 91232736
such marks are typically strong); see also Palm Bay Imps., 73 USPQ2d at 1692
(arbitrary terms are conceptually strong trademarks).
Opposers marks are conceptually strong. The evidence of commercial strength of
the marks, including Internet and social media consumer exposure, revenue
statistics, advertising expenditures and examples, and media coverage, reflects the
renown of Opposers marks through widespread consumer exposure to and
recognition of them. The scope of the evidence extends well beyond the mere
regional strength acknowledged by Applicant. Overall, we find Opposers marks to
be quite strong, weighing in favor of a likelihood of confusion. See, e.g., UMG
Recordings, Inc. v. Mattel, Inc., 100 USPQ2d 1868, 1887 (TTAB 2011) (inferring
public recognition of MOTOWN mark based on use of mark for almost 50 years,
extensive nationwide sales of opposers recordings as well as numerous concerts and
television appearances featuring its music and artists and extensive nationwide
promotion of mark through traditional advertising and sale of collateral goods); Nike,
Inc. v. Maher, 100 USPQ2d 1018, 1024-27 (TTAB 2011) (finding opposers JUST DO
IT mark famous based on pervasive third-party press and media references,
substantial advertising, publicity and nationwide sales and ownership of
registrations).
C. Similarity of the Marks
With respect to the marks, we must compare them in their entireties as to
appearance, sound, connotation and commercial impression. Palm Bay Imps., 73
USPQ2d at 1691 (quoting DuPont, 177 USPQ at 567). The proper comparison
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Opposition No. 91232736
inquires not whether the marks can be distinguished when subjected to a side-by-
side comparison, but whether they are sufficiently similar in their overall commercial
impression, that source confusion is likely to result. Midwestern Pet Foods, Inc. v.
Societe des Produits Nestle S.A., 685 F.3d 1046, 103 USPQ2d 1435, 1440 (Fed. Cir.
2012). In fact, marks must be considered . . . in light of the fallibility of memory and
not on the basis of side-by-side comparison. In re St. Helena Hosp., 774 F.3d 747,
113 USPQ2d 1082, 1085 (Fed. Cir. 2014) (citation omitted).
None of Opposers marks is identical to Applicants, but, as set forth in the table
above, Opposers standard-character marks include CUBS, CHICAGO CUBS,
CUBBIES, and THATS CUB. Opposers Assistant Director of Brand Development
and Activation, John Morrison, explained as follows:
Opposers CUB Marks frequently combine the CUB or
CUBS name or mark with other words to form unitary
marks and logo designs promoting the Club and various of
its goods and services. For example, Opposer has long used
and currently owns a registration for MR. CUB in
connection with baseball bats, jerseys and trading cards,
with the registration claiming a first use date of 1957.
Opposer also uses the marks CUBS CARE, CUBS
CHARITIES and CUBS SCHOLARS in connection with
various of its charitable activities and organizations. In
connection with the aforementioned services, Opposer has
used CUBS CARE since 1991, CUBS CHARITIES since
1986, and CUBS SCHOLARS since 2013. Opposer has long
used the mark CUBS CLUB for its fan club, and since 1985
it has used CUBS CONVENTION to identify its annual
two and a half day fan fest, which has been held in Chicago
every January for more than three decades. Opposer has
used the mark CUBS DESTINATIONS since 2007 as a
brand for various travel packages offered to fans in
connection with SPRING TRAINING and regular season
Cubs games. Last season, Opposers Class A Minor League
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Opposition No. 91232736
affiliate, the MYRTLE BEACH PELICANS, hosted a
CUBS-A-PALOOZA weekend
.30
We find that this showing by Opposer of the use and registration of CUB- variant
marks contributes to the similarity consumers would perceive from the shared string
of letters, CUB-, in Applicants and Opposers marks. The shared lettering creates a
visual resemblance between the marks and renders them phonetically similar, an
important consideration in the analysis. See Viterra, 101 USPQ2d at 1911. While the
endings of the marks differ to such an extent that the marks themselves would not
likely be mistaken for one another, the marks nonetheless would be perceived as
variants of one another, coming from a common source. Opposers evidence of
registration and use of CUB-variant marks renders such a consumer misimpression
likely. See Century 21 Real Estate Corp. v. Century Life of Am., 970 F.2d 874, 23
USPQ2d 1698, 1701 (Fed. Cir. 1992) (Opposers use of variations on the dominant
portion of its mark would increase the likelihood that consumers would misconstrue
the source of insurance under the mark CENTURY LIFE OF AMERICA).
As to connotation and commercial impression, Applicants CUBNOXIOUS mark
likely would be perceived as a combination of the term CUB31 and the word
obnoxious, which typically is not a flattering term. However, Opposer provides
compelling evidence to show why consumers nonetheless likely would mistakenly
30 25 TTABVUE 7 (Morrison Declaration).
31While Applicant did not acknowledge his mark as a reference to the Chicago Cubs, Opposer
has noted that Applicant resides in the Des Moines, Iowa home base of Opposers Minor
League affiliate, the Iowa Cubs. 32 TTABVUE 9 (Opposers Brief); 25 TTABVUE 6 (Morrison
Declaration).
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Opposition No. 91232736
believe that it was the source of Applicants clothing. Opposers argument derives
from the idea that sports teams or their fans may seek to provoke opposing teams
and their fans, thereby embracing an offensive, or obnoxious, reputation. As Opposer
characterizes it in its Brief:
To a fan base notorious for its undying allegiance to the
Cubs, the CUBNOXIOUS designation at issue in this case
would surely be taken by many as a badge of honor that fits
quite comfortably within the Clubs creative and expansive
merchandising program, which already offers a wide
variety of different marks, designs, stylizations, themes
and imagery among its selection of officially licensed
products.32
Numerous articles from newspapers throughout the country reflect consumer
exposure to the idea that fans of the Chicago Cubs are highly committed, using terms
such as loyal, die-hard, and faithful, and describing their willingness to travel
and attend distant games such as in articles titled Cubs fans invade the Brewers
back yard and Cubs fans get nice and cozy at Chase [Field].33 Other articles report
on Cubs fan events and activities, such as the Cubs Die Hard Fan Convention of
Cubmaniacs reported by the Chicago Tribune,34 and an article on the Bleacher
Nation website entitled Cubs Fans Are Everywhere, and Will Go Anywhere.35
Some go further in characterizing the nature of the fan base as obnoxious. One
article from the Chicago Daily Herald bears the headline Cubs fans obnoxious? Of
32 32 TTABVUE 24 (Opposers Brief).
3314 TTABVUE 1-99 (various newspapers), id. at 142-43 (Post-Crescent), id. at 146-48
(Arizona Daily Star).
34 13 TTABVUE 645-46 (chicagotribune.com).
35 Id. at 647-50 (bleachernation.com).
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Opposition No. 91232736
course,36 and another from the Chicago Tribune reports that [Cincinnati] Reds
broadcaster rips obnoxious Cubs fans.37
Opposer even has provided some examples of Tweets using Cubnoxious to refer
to Cubs fans, compiled below from various threads:
36 Id. at 156-58.
37 Id. at 150-51.
– 24 –
Opposition No. 91232736
38
– 25 –
Opposition No. 91232736
A Yelp user review of an event at a Chicago park also refers to trying to avoid
Cubnoxious Drunkards.39
We find Opposers evidence convincing to demonstrate that the connotation and
commercial impression of Applicants mark is similar to Opposers marks. See
Chicago Bears Football Club, Inc. v. 12th Man/Tennessee LLC, 83 USPQ2d 1073, 1077
(TTAB 2007) (applicants 12th BEAR mark confusingly similar to opposers BEARS
and CHICAGO BEARS marks as 12th reinforced the connection with the Chicago
Bears football team by specifically identifying a fan of the team as the twelfth
Bear.).
Especially bearing in mind the strength of Opposers marks and the overlapping
goods, we deem Applicants mark sufficiently similar in appearance, sound,
connotation and commercial impression to Opposers marks to weigh in favor of likely
confusion.
D. Lack of Actual Confusion Evidence
While Opposer has acknowledged the lack of actual confusion evidence, given that
Applicant has not yet used his proposed mark in commerce, there has been no
opportunity for actual consumer confusion to occur. See DuPont, 177 USPQ at 567
(identifying seventh and eighth du Pont factors as [t]he nature and extent of any
actual confusion, and [t]he length of time during and conditions under which there
38 14 TTABVUE 672 (twitter.com); see also 15 TTABVUE 49.
39 13 TTABVUE 666 (yelp.com).
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Opposition No. 91232736
has been concurrent use without evidence of actual confusion). Accordingly, we find
the seventh and eighth factors neutral.
E. Purchasing Conditions
Both parties addressed the DuPont factor regarding consumers purchasing
conditions, relying on the nature of the identified goods without pointing to other
evidence. We have no basis to find that ordinary consumers purchasing shirts would
exercise more than an ordinary degree of care. This factor is neutral.
F. Bad Faith
Opposer argues that Applicants alleged evasiveness about his awareness of
Opposers marks and his lack of explanation why he selected his mark point to bad
faith. See, e.g., J & J Snack Foods Corp. v. McDonalds Corp., 932 F.2d 1460, 1462,
18 USPQ2d 1889, 1891 (Fed. Cir. 1991) (Whether there is evidence of intent to trade
on the goodwill of another is a factor to be considered.); Jewelers Vigilance Comm.,
Inc. v. Ullenberg Corp., 853 F.2d 888, 7 USPQ2d 1628, 1630 (Fed. Cir. 1988) (proof
of intent to trade on anothers goodwill can provide persuasive evidence of likelihood
of confusion) (citation omitted). Establishing bad faith requires a showing that
Applicant intentionally sought to trade on Opposer’s good will or reputation. See Big
Blue Prod. Inc. v. IBM Corp., 19 USPQ2d 1072 (TTAB 1991). While such intent may
be inferred from surrounding circumstances, even mere knowledge of a competitors
mark is not equivalent to a deliberate attempt to deceive or to cause confusion. Elec.
Water Conditioners, Inc. v. Turbomag Corp., 221 USPQ 162, 165 (TTAB 1984). We
– 27 –
Opposition No. 91232736
cannot find based on this record such a showing of Applicants bad faith. This factor
is neutral.
G. Conclusion as to Likelihood of Confusion
Given the similarity of Opposers strong marks to Applicants mark, and the
overlap of their goods that move in some of the same channels of trade to the same
classes of consumers, we conclude that confusion is likely. The opposition on this
ground is sustained.
Decision: The opposition is sustained both on the ground of lack of bona fide
intent to use the mark in commerce as of the filing date of the application and on the
ground of likely confusion.
– 28 –