i.am.symbolic, llc

Trademark Trial and Appeal Board

Aug 16, 2018

No. 85916778 (T.T.A.B. Aug. 16, 2018)

This Opinion is a
Precedent of the TTAB

Hearing: February 8, 2018 Mailed: August 16, 2018

UNITED STATES PATENT AND TRADEMARK OFFICE
_____

Trademark Trial and Appeal Board
_____

In re i.am.symbolic, llc
_____

Serial No. 85916778
_____

Jill M. Pietrini of Sheppard Mullin Richter & Hampton LLP,
for i.am.symbolic, llc.
Brendan McCauley, Trademark Examining Attorney, Law Office 114,
K. Margaret Le, Managing Attorney.
_____

Before Kuhlke, Cataldo and Heasley,
Administrative Trademark Judges.

Opinion by Kuhlke, Administrative Trademark Judge:
i.am.symbolic, llc (“Applicant”) seeks registration on the Principal Register of the
mark #WILLPOWER in standard characters for:
Clothing, namely, bandanas, beachwear, blazers, blouses,
dresses, earmuffs, formal wear in the nature of bridal
dresses, cocktail dresses, evening dresses, gowns, evening
tops, wraps, evening slacks, suits, tuxedos, evening jackets,
formal shirts, vests, cummerbunds, ties, and formal shoes;
gloves, hooded shirts, infantwear, jackets, jeans, jerseys,
leggings, loungewear, mittens, neckwear, outerwear in the
nature of wraps, pants, ponchos, scarves, shirts, shorts,
skirts, sleepwear, socks, sports clothing, namely,
bandanas, baseball uniforms, base layer bottoms and tops,
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footwear, headwear, hooded sweatshirts, jackets, jerseys,
pants, polo shirts, scarves, shorts, sports pants, sports
shorts, sports shirts, sweatshirts, shirts, t-shirts, trousers,
underpants, vests, warm-up suits; suits, sweaters,
sweatpants, sweatshirts, swimwear, tank tops, trackpants,
track suits, t-shirts, tunics, undergarments, vests, wind
resistant jackets, outdoor winter clothing, namely,
skiwear, coats, coveralls, ear muffs, gloves, jackets,
mittens, overalls, overcoats, pants, parkas, sweaters, vests,
and snowsuits; and yoga pants; footwear and insoles for
footwear; belts; headwear; and wrist bands made of cloth,
leather, or imitation leather, in International Class 25.1
The Trademark Examining Attorney refused registration of Applicant’s mark
under Section 2(d) of the Trademark Act, 15 U.S.C. § 1052(d), on the ground that
Applicant’s mark, when used in connection with the identified goods, so resembles
the mark shown below, registered on the Principal Register for “Hats; Jackets; Pants;
Shirts; Shoes,” in International Class 25,2 as to be likely to cause confusion, mistake
or deception.

1 Application Serial No. 85916778 was filed on April 27, 2013, under Section 1(b) of the
Trademark Act, 15 U.S.C. § 1051(b), based upon Applicant’s allegation of a bona fide
intention to use the mark in commerce.

2 Registration No. 3765222, issued on March 23, 2010, Section 8 declaration accepted. The
word “WEAR” is disclaimed. “The mark consists of two offset, identical mountain peaks with
the stylized text ‘WILLPOWER WEAR’ below. To the right there is the stylized text ‘Have
the will...’.”
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When the refusal was made final, Applicant appealed and requested
reconsideration. Upon the denial of the request for reconsideration, the appeal was
resumed and briefs were filed. We affirm the refusal to register.
I. Likelihood of Confusion
When the question is likelihood of confusion, we analyze the facts as they relate
to the list of relevant factors set out in In re E. I. du Pont de Nemours & Co., 476 F.2d
1357, 177 USPQ 563, 567 (CCPA 1973) (“du Pont”) (cited in B&B Hardware, Inc. v.
Hargis Ind., Inc., 135 S. Ct. 1293, 113 USPQ2d 2045, 2049 (2015)). See also In re
Majestic Distilling Co., 315 F.3d 1311, 65 USPQ2d 1201 (Fed. Cir. 2003). Even within
the du Pont list, only factors that are “relevant and of record” need be considered. M2
Software, Inc. v. M2 Commc’ns, Inc., 450 F.3d 1378, 78 USPQ2d 1944, 1947 (Fed. Cir.
2006); ProMark Brands Inc. v. GFA Brands, Inc., 114 USPQ2d 1232, 1242 (TTAB
2015) (“While we have considered each factor for which we have evidence, we focus
our analysis on those factors we find to be relevant.”). In any likelihood of confusion
analysis, two key considerations are the similarities between the marks and the
similarities between the goods. See In re i.am.symbolic, llc, 866 F.3d 1315, 123
USPQ2d 1744, 1747 (Fed. Cir. 2017) (“The likelihood of confusion analysis considers
all DuPont factors for which there is record evidence but ‘may focus … on dispositive
factors, such as similarity of the marks and relatedness of the goods.’”) (quoting
Herbko Int’l, Inc. v. Kappa Books, Inc., 303 F.3d 1156, 64 USPQ2d 1375, 1380 (Fed.
Cir. 2002)); 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
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cumulative effect of differences in the essential characteristics of the goods and
differences in the marks.”).
A. Similarity of the Goods/Channels of Trade/Consumers
With regard to the goods, channels of trade and classes of consumers, we must
make our determinations based on the identifications of goods in the application and
cited registration. See Stone Lion Capital Partners, LP v. Lion Capital LLP, 746 F.3d
1317, 110 USPQ2d 1157, 1161 (Fed. Cir. 2014); Hewlett-Packard Co. v. Packard Press
Inc., 281 F.3d 1261, 62 USPQ2d 1001, 1004 (Fed. Cir. 2002); Octocom Sys., Inc. v.
Houston Computers Servs. Inc., 918 F.2d 937, 16 USPQ2d 1783, 1787 (Fed. Cir. 1990).
Applicant’s “jackets,” and “pants” are identical to Registrant’s “Jackets” and
“Pants.” Applicant’s “formal shirts,” “hooded shirts,” “formal shoes,” “outerwear in the
nature of … pants, shirts,” “sports clothing, namely, … footwear, headwear, jackets,
pants, polo shirts … sports pants … sports shirts … shirts,” “footwear,” and
“headwear” encompass or are encompassed within Registrant’s “Hats; Jackets; Pants;
Shirts; Shoes.” Thus, these goods are legally identical. Tuxedo Monopoly, Inc. v.
General Mills Fun Group, 648 F.2d 1335, 209 USPQ 986 (CCPA 1981) (it is sufficient
for a finding of likelihood of confusion if relatedness is established for any item
encompassed by the identification of goods within a particular class in the
application); Inter IKEA Sys. B.V. v. Akea, LLC, 110 USPQ2d 1734, 1745 (TTAB
2014); Baseball America Inc. v. Powerplay Sports Ltd., 71 USPQ2d 1844, 1847 n.9
(TTAB 2004).
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We must presume that Applicant’s and Registrant’s goods will be sold in the same
channels of trade and will be bought by the same classes of purchasers, because the
goods are identical and legally identical in part and there are no limitations as to
channels of trade or classes of purchasers in either the application or cited
registration. In re Viterra Inc., 671 F.3d 1358, 101 USPQ2d 1905, 1908 (Fed. Cir.
2012) (even though there was no evidence regarding channels of trade and classes of
consumers, the Board was entitled to rely on this legal presumption in determining
likelihood of confusion). See also Hewlett-Packard Co. v. Packard Press Inc., 62
USPQ2d 1001; Canadian Imperial Bank v. Wells Fargo Bank, 811 F.2d 1490, 1
USPQ2d 1813 (Fed. Cir. 1987); Genesco Inc. v. Martz, 66 USPQ2d 1260 (TTAB 2003);
In re Smith and Mehaffey, 31 USPQ2d 1531 (TTAB 1994).
Applicant explains that its “founder is Will Adams, who is known globally under
his stage name WILL.I.AM as the front man for the Grammy Award winning and
platinum winning musical group The Black Eyed Peas and as a soloist in his own
right [and] Mr. Adams’ fourth music album is titled ‘#willpower.’” 66 TTABVUE 3.
Applicant argues “[t]he goods are targeted to, and purchased by, wholly different
consumers, namely, consumers seeking merchandise in connection with Applicant’s
album and with Applicant. Because each party’s respective goods are not marketed
in such a way that they would be encountered by the same persons in situations that
would create the incorrect assumption that they originate from the same source, it is
highly unlikely that consumers would confuse Applicant’s goods and Registrant’s
goods.” 70 TTABVUE 10. Applicant’s arguments are not persuasive, because we must
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consider the goods as they are identified. See Stone Lion Capital Partners, LP v. Lion
Capital LLP, 110 USPQ2d at 1161. Their respective actual uses and marketing are
not reflected in the identification of goods in the application or the cited registration.
While the Applicant may be associated with William Adams, there is nothing in the
application that limits the marketing of the goods to methods that would
unmistakably associate the goods with him, his persona, or his album.
Moreover, such a restriction would not obviate a finding that the trade channels
and classes of consumers overlap. The Federal Circuit considered a restriction
limiting goods to the marketing of the same individual’s persona in an identification
of goods in In re i.am.symbolic, llc, 866 F.3d 1315, 123 USPQ2d 1744 (Fed. Cir. 2017),
aff’g 116 USPQ2d 1406 (TTAB 2015). In that case the identification of goods included
the wording “associated with William Adams, professionally known as ‘will.i.am’” and
Applicant argued that its mark would be perceived as identifying Mr. Adams, and
that this perception would, in some way, affect the marketing of the goods and the
customers to whom they are directed. The Board rejected this argument because the
record did not establish that Mr. Adams was widely known by the mark “i.am” and,
even if the Board “accept[ed] Applicant’s contention that Mr. Adams is known by
‘i.am’ and that this brand has gained notoriety, the statute still ‘protects the
registrant and senior user from adverse commercial impact due to use of a similar
mark by a newcomer.’” In re i.am.symbolic, llc, 116 USPQ2d at 1410 (quoting In re
Shell Oil Co., 992 F.2d 1204, 26 USPQ2d 1687, 1690 (Fed. Cir. 1993)). The Court of
Appeals for the Federal Circuit affirmed the Board’s decision, explaining:
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We agree with the PTO that Symbolic has failed to show
reversible error in the Board’s determination that the
will.i.am restriction does not impose a meaningful
limitation in this case for purposes of likelihood of
confusion analysis. It is well established that the Board
may not read limitations into an unrestricted registration
or application. See SquirtCo v. Tomy Corp., 697 F.2d 1038,
1043 [216 USPQ 937] (Fed. Cir. 1983) (“There is no specific
limitation here, and nothing in the inherent nature of
SquirtCo’s mark or goods that restricts the usage of
SQUIRT for balloons to promotion of soft drinks. The
board, thus, improperly read limitations into the
registration.”); see also 15 U.S.C. § 1057(b) (“A certificate of
registration of a mark upon the principal register … [is]
prima facie evidence … of the owner’s exclusive right to use
the registered mark in commerce on or in connection with
the goods or services specified in the certificate, subject to
any conditions or limitations stated in the certificate.”
(emphases added)). However, where both the applicant’s
and the registrant’s identifications of goods recite
limitations, those limitations may be considered in
analyzing the DuPont factors. See M2 Software, 450 F.3d
at 1382-83. Here, the registrations do not contain an
express limitation, and, for the reason discussed in more
detail below with respect to the DuPont factors, the
will.i.am restriction does not distinguish the mark
sufficiently from the registrants’ marks to overcome the
evidence of likelihood of confusion.
In re i.am.symbolic, llc, 123 USPQ2d at 1748.
The same conclusion holds true here. In view thereof, the du Pont factors
concerning the goods, channels of trade and classes of consumers weigh in favor of a
finding of likelihood of confusion.
B. Similarity/Dissimilarity of the Marks
Under this factor, we compare Applicant’s and Registrant’s marks “in their
entireties as to appearance, sound, connotation and commercial impression.” Palm
Bay Imports Inc. v. Veuve Clicquot Ponsardin, 396 F.3d 1369, 73 USPQ2d 1689, 1691
Serial No. 85916778
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(Fed. Cir. 2005) (quoting du Pont, 177 USPQ at 567). The proper perspective on which
the analysis must focus is on the recollection of the average customer, who retains a
general rather than specific impression of marks. Geigy Chem. Corp. v. Atlas Chem.
Indus., Inc., 438 F.2d 1005, 169 USPQ 39, 40 (CCPA 1971); L’Oreal S.A. v. Marcon,
102 USPQ2d 1434, 1438 (TTAB 2012); Winnebago Indus., Inc. v. Oliver & Winston,
Inc., 207 USPQ 335, 344 (TTAB 1980); Sealed Air Corp. v. Scott Paper Co., 190 USPQ
106, 108 (TTAB 1975). Because the goods are clothing without any restrictions or
limitations as to price point or classes of consumers, as discussed above, the average
customer is an ordinary consumer of the respective goods.
Finally, when the goods are identical or virtually identical, as we have in this case,
the degree of similarity between the marks necessary to support a determination that
confusion is likely declines. See Bridgestone Americas Tire Operations, LLC v. Fed.
Corp., 673 F.3d 1330, 102 USPQ2d 1061, 1064 (Fed. Cir. 2012); In re Viterra, 101
USPQ2d at 1908; In re Mighty Leaf Tea, 601 F.3d 1342, 94 USPQ2d 1257, 1260 (Fed.
Cir. 2010); Century 21 Real Estate Corp. v. Century Life of Am., 970 F.2d 874, 23
USPQ2d 1698, 1701 (Fed. Cir. 1992); In re Max Capital Grp. Ltd., 93 USPQ2d 1243,
1248 (TTAB 2010).
Looking at the marks in their entireties, the shared term WILLPOWER stands
out as the most dominant element of Applicant’s mark, conveying a stronger
commercial impression than the # symbol. In addition, with regard to Registrant’s
mark, generally it is “the verbal portion of a word and design mark [that] likely will
be the dominant portion.” In re Viterra, 101 USPQ2d at 1911. See also CBS Inc. v.
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Morrow, 708 F.2d 1579, 218 USPQ 198, 200 (Fed. Cir. 1983) (“[T]he verbal portion of
the mark is the one most likely to indicate the origin of the goods to which it is
affixed.”). The design of stylized mountains in Registrant’s mark does not overwhelm,
detract from, or change the commercial impression of, the wording WILLPOWER
WEAR and HAVE THE WILL, but rather serves as an upper border that attracts the
eye to the wording WILLPOWER WEAR. The mountains also resemble stylized W’s,
focusing attention on the alliterative wording WILLPOWER WEAR, immediately
beneath them, as the source identifier. The slogan HAVE THE WILL reinforces the
word WILLPOWER. In addition, WILLPOWER WEAR “comes across as a single,
unified component of the mark” and HAVE THE WILL “as a separate part of the
mark.” In re The United States Shoe Corp., 229 USPQ 707, 709 (TTAB 1985) (finding
CREST CAREER IMAGES and CAREER IMAGE confusingly similar). The
descriptive, disclaimed word WEAR is less significant and does not detract from the
dominance of the term WILLPOWER in creating the mark’s commercial impression.
In re Dixie Rests., Inc., 105 F.3d 1405, 41 USPQ2d 1531, 1533-34 (Fed. Cir. 1997)
(affirming TTAB’s finding that “DELTA,” not the disclaimed generic term “CAFE,” is
the dominant portion of the mark THE DELTA CAFE).
With regard to the appearance of the marks, Applicant argues that “a consumer
who sees the two marks in the marketplace, which appear dramatically and
substantially different in appearance, would plainly conclude that the goods come
from distinct sources. The ‘impact’ of the appearance portion of the mark, both
semantically and from a design perspective, is that they are, in fact distinguishable.”
Serial No. 85916778
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66 TTABVUE 10. However, the test is not whether the marks can be distinguished
in a side-by-side comparison, but rather whether the marks are sufficiently similar
in terms of their overall commercial impression that confusion as to the source of the
goods and/or services offered under the respective marks 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). Further, the marks “‘must be considered … in
light of the fallibility of memory ….’” In re St. Helena Hosp., 113 USPQ2d at 1085
(quoting San Fernando Elec. Mfg. Co. v. JFD Elecs. Components Corp., 565 F.2d 683,
196 USPQ 1 (CCPA 1977)). As found above, the focus of Registrant’s mark is on the
word WILLPOWER, which would be retained by the consumer more than the other
elements.
Applicant also argues that:
Applicant selected the phrase WILLPOWER in connection
with the # in order to convey a completely different
connotation than “energetic determination.” William
Adams’ stage name is will.i.am. (See Mar. 14, 2017 Request
for Reconsideration, TSDR Ex. A.) Because of the
uniqueness of this stage name, Mr. Adams playfully uses
different portions of his name in many different contexts.
For example, he has gone by “Will 1X” and offers a variety
of goods and services, including clothing, under the “I.Am”
portion of his stage name. (Id.). The evidence Applicant
attached to its Request for Reconsideration clearly
establishes that Mr. Adams and his music are closely
associated with his successful career as a fashion
influencer, designing notable pieces of clothing. (Id.) Thus,
the selection of #WILLPOWER is simply an extension of
this trend and is meant to play on the first portion of his
stage name, “Will.” It is thus, plainly, Will’s “power.” When
combined with the hashtag, which he has uniquely used for
his album, merchandise, and songs, the connotation to the
consumer is clear consumers are participating in the
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experience that is Will’s power, or #WILLPOWER. Such
use has no semblance to the supposedly spirit-lifting
“energetic determination” conveyed by Registrant’s mark,
which is only reinforced by the inclusion of the design
elements and additional language of HAVE THE WILL.
The Examining Attorney is right that the design element
and additional matter in Registrant’s mark reinforces that
connotation, which lines up with the common use of the
term “willpower.” However, the same cannot be said for
Applicant’s mark. When viewed in its entirety, the
meanings are plainly different, especially when the use of
the # is present and given the recognition of
#WILLPOWER with will.i.am and his musical endeavors.
That use, in connection with the actual source of the goods
(Applicant) creates distinct commercial impressions in the
minds of the consumer. Thus, when the consumer
approaches these marks in the marketplace, or references
them to another, it is clear that the additional subject
matter in both marks, “have the will” and “#,” or “hashtag,”
will convey very distinct meanings in the mind of that
consumer so that they understand plainly that the goods
come from different sources.
66 TTABVUE 17.
However, we must also consider the impact of Applicant’s mark on consumers who
are not familiar with that particular album or Mr. Adams’ persona. The relevant
trade channels and classes of consumers for the identified goods include all ordinary
channels of trade (regardless of any association with Mr. Adams or his album) and
all customers (regardless of any familiarity with Mr. Adams or his album) for such
goods. These trade channels include general clothing stores, both online and brick
and mortar; they are not restricted to Applicant’s and Registrant’s respective
websites. In view thereof, we must consider consumers of the goods who would simply
take the ordinary meaning of the word WILLPOWER from Applicant’s mark
#WILLPOWER. Thus, both marks present the same connotation of “ability to control
Serial No. 85916778
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yourself” “strong determination that allows you to do something difficult”3 or “the
strength of will to carry out one’s decisions, wishes, or plans.”4
In discounting the ability of the hash character (#) to meaningfully distinguish
Applicant’s mark from the registered mark, the Examining Attorney argues that:
Applicant’s use of a hashtag before the term
“WILLPOWER” does not obviate the similarity between
the marks. Hashtags are used on social-networking sites to
identify or search for a keyword or topic of interest. See
[Trademark Manual of Examining Procedure] TMEP
§ 1202.18 [Oct. 2017]. Because a hashtag will usually be
perceived as part of an online social media search term, a
hashtag generally serves no source-indicating function and
adding such symbol or term to an otherwise unregistrable
mark typically does not render the mark registrable.
TMEP § 1202.18; cf. In re Oppedahl & Larson LLP, 373
F.3d 1171, 1177, 71 USPQ2d 1370, 1374 (Fed. Cir. 2004)
(holding that the addition of a top-level domain to an
otherwise unregistrable mark does not typically add any
source-identifying significance); Interactive Prods. Corp. v.
a2z Mobile Office Solutions, Inc., 326 F.3d 687, 696-97, 66
USPQ2d 1321, 1327-28 (6th Cir. 2003) (holding that the
post-domain path of a URL does not typically signify
source). In the present case, the hashtag portion of
applicant’s mark will be perceived as part of an online
social media campaign related to the word “WILLPOWER”
and does not necessarily provide any additional source
indication. For this reason, the essence of applicant’s mark
is “WILLPOWER” which is the overall commercial
impression of registrant’s mark. In addition, as the
hashtag is used as part of online social media campaigns,
consumers may perceive applicant’s mark as the social
media campaign derivative of registrant’s mark.
…

3 MERRIAM-WEBSTER DICTIONARY (www.merriam-webster.com) April 4, 2017,
Reconsideration Letter at 5-7.
4 THE AMERICAN HERITAGE DICTIONARY OF THE ENGLISH LANGUAGE
(ww.ahdictionary.com) April 4, 2017, Reconsideration Letter at 14-15.
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The use of the hash tag symbol in applicant’s mark calls to
mind the social media significance of the use of the term
“WILLPOWER” which is significant given that registrant’s
mark contains the similar wording “WILLPOWER”.
Indeed, the evidence submitted by applicant shows that
applicant advertises and sells products under the
“#WILLPOWER” mark in connection with his work as a
recording artist. March 17, 2017, Paper Correspondence
Incoming, (Request for Reconsideration), TSDR pp. 14-81
(i.e. Exhibits A-G). Applicant is correcting [sic] in
submitting that there is no evidence that registrant sells
merchandise online or has an online presence of record.
However, this does not negate the line of reasoning that a
consumer familiar with registrant’s “WILLPOWER
WEAR” line of clothing maybe [sic] confused that
applicant’s mark is part of a social media campaign on the
part of registrant despite the fact that as applicant
contends applicant is a famous and world renowned
recording artist. This is particularly true given that the
overriding concern is not only to prevent buyer confusion
as to the source of the goods, but to protect the registrant
from adverse commercial impact due to use of a similar
mark by a newcomer.
69 TTABVUE 10, 21-22.
A hashtag is “a word or phrase that starts with the symbol # and that briefly
indicates what a message (such as a tweet) is about.”5 According to Wikipedia, a
hashtag “is a type of label or metadata tag used on social network and microblogging
services which makes it easier for users to find messages with a specific theme or
content. Users create and use hashtags by placing the hash character # (also known
as the number sign or pound sign) in front of a word or unspaced phrase, either in
the main text of a message or at the end. Searching for that hashtag will yield each

5 MERRIAM-WEBSTER DICTIONARY (https://www.merriam-webster.com/dictionary/hashtag),
Reconsideration Letter at 20.
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message that has been tagged with it.”6 As such, the use of a hashtag in the social
media context plays a functional role in facilitating searches on social media
platforms.7
As the Examining Attorney points out, TMEP § 1202.18 discusses the impact of
the addition of a # character to a word. We agree that, as stated there, a hash symbol
or the word HASHTAG generally adds little or no source-indicating distinctiveness
to a mark. We find, in this case, the hash symbol does not have source-indicating
distinctiveness and at most simply appears as the social media tool to create a
metadata tag.

6 (https://en.wikipedia.org/wiki/Hashtag) April 4, 2017 Reconsideration Letter at 27. The
Board has considered evidence taken from Wikipedia, bearing in mind the limitations
inherent in this reference work, so long as the non-offering party had an opportunity to rebut
that evidence. In re Bay State Brewing Co., 117 USPQ2d 1958, 1959 n.3 (TTAB 2016). The
Board has been reluctant to consider Wikipedia excerpts submitted with the denial of a
request for reconsideration, reasoning that although the opportunity to request remand to
submit new evidence is available to applicants, the application record should be complete
prior to the filing of an ex parte appeal. However, in the last several years excerpts from
Wikipedia have frequently been submitted during the prosecution of an application and have
rarely been rebutted by an updated excerpt. In view thereof, we will now consider such
excerpts submitted with a denial of a request for reconsideration, keeping in mind that an
applicant has the opportunity to rebut such entry, when necessary, by requesting remand to
submit rebutting evidence.
7 Placing the hash character in front of a word is also used “to informally express context
around a given message, with no intent to categorize the message for later searching, sharing,
or other reasons. … This can help express contextual cues or offer more depth to the
information that appears with the hashtag.” April 4, 2017 Reconsideration Letter at 29.
Hashtags may be “used to express personal feelings and emotions. For example, with ‘It’s
Monday!! #excited #sarcasm’ in which the adjectives are directly indicating the emotions of
the speaker.” Id. However, in such a case the hashtag simply emphasizes the sentiment
conveyed by the term that follows, similar to the function of an exclamation point, and does
not significantly alter the commercial impression of the wording. Cf. In re Litehouse, Inc., 82
USPQ2d 1471, 1474 (TTAB 2007).
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Applicant particularly relies on In re Covalinski, 113 USPQ2d 1166, 1169 (TTAB
2014) wherein the Board found the mark sufficiently different
to avoid likely confusion with the standard character mark RACEGIRL. The mark in
that case included prominent double RRs, the addition of the term “redneck,” and the
remainder of the common word RACEGIRL was displayed with ACE in tiny letters
that were difficult to notice. The Board found that the commercial impression of
Applicant’s mark was dominated by the double-letter RR configuration. Here, there
is nothing in either Applicant’s mark or Registrant’s mark that is so prominent as to
diminish the significance of the common word WILLPOWER. We acknowledge that,
as in Covalinski, consumers would likely encounter the marks in a retail setting on
hang tags or neck labels and in that context the visual impression of the mark is
likely to be more important. Id. at 1168. However, even on a label the word
WILLPOWER in Registrant’s mark cannot be missed.
Another decision relied on by Applicant, In re Coors Brewing Co., 343 F.3d 1340,
68 USPQ2d 1059 (Fed. Cir. 2003), does not persuade us of a different result. In that
case, the Court considered the marks depicted below:

Serial No. 85916778
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The Court made the following observations regarding the factor of the similarity
of the marks:
Although we uphold the Board’s finding that the two marks
are generally similar, principally because they both use the
term “Blue Moon,” we note that similarity is not a binary
factor but is a matter of degree. Because there are
significant differences in the design of the two marks, the
finding of similarity is a less important factor in
establishing a likelihood of confusion than it would be if the
two marks had been identical in design or nearly
indistinguishable to a casual observer.
Id. at 1062.
The Court’s conclusion that confusion was unlikely relied heavily on its
determination that the Board’s finding that beer and restaurant services were related
was in error. Here, we have goods that are legally identical in part, less prominent
design elements in Registrant’s mark, and only the addition of the hash character in
Applicant’s mark.
The dominant element in the marks is the word WILLPOWER and it is identical
in sound and meaning in both marks. Although the additional wording and design
element in Registrant’s mark and the hash character in Applicant’s mark present
dissimilarities, they are not sufficient to overcome the strong similarities in
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connotation and overall commercial impression that the marks share due to the
identity of the dominant element, WILLPOWER. We find the similarities outweigh
the dissimilarities.
In the end, “we find that the marks, when used in connection with the goods as
set forth in the identifications of goods, would be perceived similarly.” In re
i.am.symbolic, llc, 116 USPQ2d at 1411. This du Pont factor weighs in favor of a
likelihood of confusion.
C. The Number and Nature of Similar Marks in Use on Similar Goods
Applicant argues that the word “willpower” is weak in the field of clothing, and
should not be accorded a broad scope of protection. In support of this argument,
Applicant points to five examples of third-party use of the term “willpower” as part
of a mark. The relevant portions are shown below:
Website for the Willpower online store specializing in
running clothing;8

8 March 17, 2017, Response Exhibit H at 87 (willpower-running.com). The prices for the
clothing are quoted in Euros, indicating that this is not a United States based online store,
and we lack evidence indicating whether U.S. consumers were likely exposed to the website
or can purchase clothing from the website, which reduces its probative value in determining
U.S. consumer perception of the term WILLPOWER for clothing. However, we do not wholly
discount it, as U.S. consumers may have some exposure to such websites retrieved from an
Internet search. In re Well Living Lab Inc., 122 USPQ2d 1777, 1781 n.10 (TTAB 2017) (“We
evaluate the probative value of foreign information sources on a case-by-case basis.”).
Serial No. 85916778
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Website for the Title Nine online store featuring a Will
Power jacket;9

9 Id. Exhibit I at 103 (www.titlenine.com).
Serial No. 85916778
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Website for the Willpower Method online store displaying
a The Willpower Method hoodie;10

Website for the Overstock online store displaying Carlos
Santana’s women’s “Willpower” dress shoes with the
notation “Out of Stock”;11 and

10 Id. Exhibit J at 126 (willpowermethod.com).
11 Id. Exhibit K at 129 (www.overstock.com).
Serial No. 85916778
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Website for the Will to Choose online store discussing the
“remaining inventory” of a Will Power T-shirt for ladies
available for purchase “at a discounted rate”;12

12 Id. Exhibit L at 135 (www.thewilltochoose.com).
Serial No. 85916778
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Under the sixth du Pont factor, we consider “[t]he number and nature of similar
marks in use on similar goods.” du Pont, 177 USPQ at 567. Evidence of third-party
use bears on the strength or weakness of a registrant’s mark. In re i.am.symbolic, llc
123 USPQ2d at 1751. If the evidence establishes that the consuming public is exposed
to third-party uses of similar marks for similar goods, it “is relevant to show that a
mark is relatively weak and entitled to only a narrow scope of protection.” Palm Bay
v. Veuve Clicquot, 73 USPQ2d at 1693.
While Applicant has not presented specific evidence concerning the extent and
impact of these uses, it nevertheless presented “evidence of these marks being used
in internet commerce” for certain of the clothing items identified in the application
and cited registration. Jack Wolfskin Ausrustung Fur Draussen GmbH & Co. v.
Millennium Sports, S.L.U., 797 F.3d 1363, 116 USPQ2d 1129, 1136 (Fed. Cir. 2015),
cert. denied, 136 S. Ct. 982 (2016); see also Rocket Trademarks Pty Ltd. v. Phard
S.p.A., 98 USPQ2d 1066, 1072 (TTAB 2011) (internet printouts “on their face, show
that the public may have been exposed to those internet websites and therefore may
be aware of the advertisements contained therein”).
These five uses of WILLPOWER, while somewhat probative, are insufficient to
“show that customers … have been educated to distinguish between different …
marks on the basis of minute distinctions.” Juice Generation, Inc. v. GS Enters. LLC,
794 F.3d 1334, 115 USPQ2d 1671, 1674 (Fed. Cir. 2015) (internal quotations omitted).
The third-party evidence here is far less in quantity and quality than that in Juice
Generation, which included at least 26 uses or registrations of the same phrase for
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restaurant services, Juice Generation, 115 USPQ2d at 1673 n.1, or in Jack Wolfskin
where there were at least fourteen, 116 USPQ2d at 1136 n.2.
On balance, we find the evidence of third-party use of WILLPOWER for clothing
articles is insufficient to demonstrate that registrant’s mark is weak or entitled to a
narrow scope of protection. We treat this factor as neutral in our analysis.13
II. Balancing of Factors
When we consider that the goods, channels of trade and consumers are in part
legally identical, and the marks are similar in appearance, connotation, and overall
commercial impression based on the shared word WILLPOWER, the meaning of
which is reinforced by the other wording in Registrant’s mark, we find that confusion
is likely.
Decision: The refusal to register Applicant’s mark is affirmed.

13 We add that even if we had found the scope of the word WILLPOWER in the field of clothing
to be somewhat narrowed based on this evidence, so as to slightly favor Applicant, it would
not change the result.