Virgin Enterprises Limitedv.Albion Motors Ford Mercury, Inc.

Trademark Trial and Appeal Board

Aug 10, 2007

No. 91153612 (T.T.A.B. Aug. 10, 2007)

Mailed:
August 10, 2007
jtw

UNITED STATES PATENT AND TRADEMARK OFFICE
_____

Trademark Trial and Appeal Board
______

Virgin Enterprises Limited
v.
Albion Motors Ford Mercury, Inc.
_____

Opposition Nos. 91153575, 91153612 & 91154161
to Application Serial Nos. 76256596, 7625149 & 76256597

_____

James Dabney, Victoria J.B. Doyle, Carrie B. Kingsley and
Randy Eisensmith of Fried, Frank, Harris, Shriver & Jacobson
LLP for Virgin Enterprises Limited.

Daniel Van Dyke and Karl D. Ondersma of Van Dyke, Gardner,
Linn & Burkhart, LLP for Albion Motors Ford Mercury, Inc.
______

Before Hairston, Drost and Walsh, Administrative Trademark
Judges.

Opinion by Walsh, Administrative Trademark Judge:

In these consolidated proceedings, Virgin Enterprises
Limited (opposer) opposes three intent-to-use applications
filed by Albion Motors Ford Mercury, Inc. (applicant) to
register the marks VIRGIN VEHICLE, VIRGIN PURCHASE and
VIRGIN SALE on the Principal Register in standard-character
form. In all three applications applicant identifies its
THIS OPINION
IS NOT A PRECEDENT OF
THE T.T.A.B.
Opposition Nos. 91153575, 91153612 & 91154161
2
services as “automobile and truck dealerships” in
International Class 35. Also, in each of the respective
applications applicant disclaims the words “VEHICLE,”
“PURCHASE” and “SALE.”
The notices of opposition are identical in all respects
other than in the references to the specific application at
issue. As grounds for the oppositions opposer asserts both
likelihood of confusion under § 2(d) of the Trademark Act of
1946, 15 U.S.C. § 1052(d), and dilution under § 43(c) of the
Act, 15 U.S.C. § 1125(c). In the notices of opposition
opposer states, “Opposer, VEL, and its related companies
(collectively, the “Virgin Group”), are now and for many
years past have been engaged in the sale and distribution of
a wide variety of goods and services under the world-famous
VIRGIN mark.” Notices of Opp. at ¶ 1. The notices state
further that the goods and services offered under the VIRGIN
mark include, among others, airline services, transportation
services, travel-related services, cargo services, retail
store services, alcoholic and nonalcoholic beverages,
telecommunications products and services, clothing, luggage,
compact discs, computer games, umbrellas, books, records,
CDs, audio tapes and videotapes. Opposer relies on several
registrations for its VIRGIN marks in these proceedings.
Id. at ¶ 2. In its answers applicant has denied the
essential allegations in the notices of opposition.
Opposition Nos. 91153575, 91153612 & 91154161
3
I. The Record
The record in these consolidated proceedings is
enormous. The record includes the files of the three
opposed applications and the pleadings in these proceedings.
In addition, opposer filed trial testimony from nine
witnesses, including eight officials connected with opposer
and one official connected with applicant, along with
hundreds of exhibits consisting of thousands of documents,
as well as evidence in electronic form. Both opposer and
applicant have filed notices of reliance, each relying on
hundreds of documents.
Opposer and applicant have filed briefs.
II. Applicant’s Objections
Before we address the merits, we must dispose of
numerous evidentiary and procedural objections and motions.
In its brief applicant lists twenty-eight separate
objections related to opposer’s main brief and opposer’s
evidence.
Opposer has also filed a motion requesting acceptance
of its reply brief which was filed one day late. The reply
brief was due on Friday, July 7, 2006. Opposer filed the
reply brief electronically, and it was received in the USPTO
on Saturday, July 8, 2006. Applicant opposes the motion for
acceptance of opposer’s late-filed reply brief.
Opposition Nos. 91153575, 91153612 & 91154161
4
Also, at the close of opposer’s testimony period,
applicant filed a motion to strike certain documents opposer
submitted under its notice of reliance. In an action dated
November 21, 2005 on that motion, the Board deferred action
with respect to applicant’s substantive objections and
sustained certain objections as to the form of opposer’s
notice of reliance. In that action, the Board advised
applicant that applicant must raise the substantive
objections in applicant’s trial brief. In accordance with
the Board action, opposer has resubmitted the notice of
reliance with corrections as to form. Accordingly, we will
assume that applicant has raised all remaining substantive
objections regarding the evidence, as directed, in
applicant’s brief. See Kohler Co. v. Baldwin Hardware
Corp., 82 USPQ2d 1100, 1104 (TTAB 2007).
First we will address the objections and motion related
to the consideration of opposer’s briefs. In objection 11,
applicant objects to our consideration of opposer’s main
brief on the ground that opposer failed to serve the brief
on applicant in accordance with 37 C.F.R. § 2.119(d).
Applicant’s Brief at 37. More specifically, applicant
asserts that opposer served its main brief on applicant by
email, a means of service not provided for in the rules,
though permitted if the parties agree to service by email.
Applicant further asserts that applicant had not agreed to
Opposition Nos. 91153575, 91153612 & 91154161
5
receipt of opposer’s main brief by email. It is apparent
that applicant did receive opposer’s main brief on time.
Applicant, in fact, responded to opposer’s main brief. In
view of the totality of the circumstances, we exercise our
discretion to accept and consider opposer’s main brief. We
find that the email transmission in no way prejudiced
applicant. In fact, it appears that applicant received the
brief sooner than it would have if the brief had been
mailed. Nonetheless, we urge parties to discuss and reach
an agreement concerning these logistics to avoid unnecessary
disputes over form.
Opposer has filed a motion requesting acceptance of its
reply brief, which was apparently filed one day late. While
applicant has objected to the acceptance of opposer's
reply brief, it has not pointed to any prejudice to itself.
Under the circumstances of this case, we grant opposer's
motion to accept its reply brief although we add, the brief
does not change the outcome of this case.
Next, in applicant’s objection 1, applicant objects to
“… any attempted reliance by VEL [opposer] to any
registrations or applications or other purported marks that
were not pleaded in VEL’s Notice of Opposition.”
Applicant’s Brief at 33. Applicant’s objection is well
taken, and accordingly we sustain the objection.
Opposition Nos. 91153575, 91153612 & 91154161
6
Furthermore, applicant notes that opposer referred to
eighteen registrations and three applications for VIRGIN
marks in each of the notices of opposition, and that opposer
provided status and title copies of only eighteen
registrations under opposer’s notice of reliance. With its
notice of reliance opposer did provide status and title
copies of numerous additional registrations which opposer
failed to plead in the notices of opposition. Opposer made
no attempt to amend its notice of opposition for this
purpose. Accordingly, for the purposes of these
proceedings, we have limited our consideration to the marks
and goods and services covered by the eighteen registrations
owned by opposer which opposer both pleaded in its notices
of opposition, and as to which opposer filed status and
title copies in its notice of reliance. We identify the
particulars of those eighteen registrations below. We
hasten to add that applicant has vastly underestimated the
importance and scope of these eighteen registrations as we
discuss below.
We note further that the marks in these eighteen
registrations are the only VIRGIN marks which opposer has
pleaded. Therefore, in accordance with applicant’s
objections, we also have limited our consideration in these
proceedings to those marks identified in the eighteen
registrations. This determination effectively disposes of
Opposition Nos. 91153575, 91153612 & 91154161
7
applicant’s objections 2 and 3 related to evidence regarding
the VIRGIN LIMO mark, one of the VIRGIN marks which opposer
failed to plead.
Next in objections 4 and 5 applicant objects to certain
of opposer’s evidence related to its use of the VIRGIN marks
with respect to limousine services. Id. at 35. We note
that among the eighteen VIRGIN registrations before us are
opposer’s Reg. No. 1851817 for the mark VIRGIN in standard-
character form and Reg. No. 1852776 for the VIRGIN mark in
special form shown below. Each covers, among other
services, “transportation of … passengers by road…” Also,
Reg. No. 2482726 for the mark VIRGIN ATLANTIC VACATIONS in
standard-character form, which is also before us, covers,
among other services, “transportation of … passengers by
road … transportation of human beings by means of land
vehicles … chauffeur services.” Therefore, opposer’s
registrations effectively cover use of the VIRGIN marks with
respect to limousine services. Accordingly, we need not and
do not rely on any other evidence, including the evidence
applicant objects to here, for the purpose of opposer’s use
of the VIRGIN marks with respect to limousine services.
In objection 6, applicant objects to Opposer’s Test.
Exh. 13, a brochure promoting certain services under the
VIRGIN ATLANTIC and VIRGIN marks for lack of foundation
because Mr. Bershefsky, the authenticating witness,
Opposition Nos. 91153575, 91153612 & 91154161
8
indicated that he did not know whether the brochure had been
distributed to the public. Id. at 36. We sustain the
objection; we have not considered this brochure in reaching
our decision here.
In objection 7, applicant objects to the testimony from
opposer’s witness, Mr. Block, with regard to the number of
“views” of bags used by Virgin Megastores, as speculative.
Id. We sustain the objection. We will consider only the
number of bags in our decision of the case.
In objection 8, applicant objects to “opposer’s
reliance on Board proceedings and court proceedings to
establish the fame of its mark.” Id. We sustain the
objection to the extent that we will not adopt any findings
of fact or conclusions of law reached in those proceedings.
The parties, marks and evidence in those proceedings differ
from those in the proceedings before us. We will consider
the evidence of these proceedings for the limited purpose of
evaluating the extent to which opposer has policed the
VIRGIN marks, and for whatever bearing those policing
efforts might have on the strength of opposer’s VIRGIN
marks.
In objection 9 applicant objects to “… any attempted
reliance by VEL to (sic) the ‘VIRGIN SALE’ mark.” Id. We
susutain the objection; opposer did not plead the VIRGIN
SALE mark.
Opposition Nos. 91153575, 91153612 & 91154161
9
In objection 10 applicant objects to opposer’s reliance
on Test. Exh. 212, the book The World’s Greatest Brands, an
International Review by Interbrand as hearsay. Id. at 37.
We overrule the objection. Opposer’s witness, Ms. Levin-
Hyams, adequately autheticated the publication. Furthermore
as to the hearsay issue, we regard this and similar
publications both opposer and applicant have submitted as
being submitted to show that the content of the publications
appeared before the public, not for the truth of that
content. To the extent applicant raises hearsay objections
in any of its enumerated objections to any other similar
publications opposer placed in evidence, we likewise
overrule those objections.
With regard to applicant’s objection 12 to opposer’s
submission of additional pages from the article in Exh. 141
to Opposer’s Notice of Reliance, we sustain the objection.
Id. at 38. We will not consider the additional pages to the
exhibit which opposer provided only with its substitute
notice of reliance.
In objection 13, applicant objects to Exhs. 147–150 to
Opposer’s Notice of Reliance. Id. We first note that
opposer withdrew Exh. 147 when it filed its substitute
notice of reliance. As to Exhs. 148 to 150, we sustain
applicant’s objection on the grounds that the printouts from
certain web sites are not proper subject matter for a notice
Opposition Nos. 91153575, 91153612 & 91154161
10
of reliance under 37 C.F.R. § 2.122 because they are copies
from web sites and, as applicant alleges, there is no
indication in the record that these materials are available
to the public in printed form.
In objection 14 applicant objects to Exhs. 135, 139,
145, 146 and 151 to Opposer’s Notice of Reliance. Id. With
regard to Exhs. 135, 139 and 151 applicant asserts that the
publications are not generally avaialble to the public
because the documents state that they are published in the
United Kingdom, with no indication that they were distrbuted
or otherwise available in the United States. We concur and
sustain the objection with regard to this evidence. In re
Societe Generale des Eaux Minerales de Vittel S.A., 1 USPQ2d
1296, 1298 n.3 (TTAB 1986), aff’d, 824 F.2d 957, 3 USPQ2d
1450 (Fed. Cir. 1987).
With regard to Exhs. 145 and 146, applicant does not
explain specifically why we should not regard these
publications as generally available to the public. In fact,
each of these documents bears a stamp indicating that the
documents were obtained through the Burrelle’s clipping
service and an indication of the publication name, and the
date and place of publication, indicating that both were
published in the United States. We overrule the objection
as to these exhibits.
Opposition Nos. 91153575, 91153612 & 91154161
11
In objection 15 applicant objects to opposer’s Test.
Exh. 1 for failure to authenticate and lack of foundation.
Id. at 39. The exhibit is a printout from opposer’s web
site. We overrule the objection. The authenticating
witness, Mr. Bershefsky, an official with Virgin Atlantic
Airlines, one of the Vrigin Group companies, is competent to
recognize and authenticate a printout from a Virgin Group
web site, even though he did not print it out himself and
even though he did not know precisely who did print it out.
In objection 16 applicant objects to Test. Exh. 3 “to
the extent the document contains merely prospective budgeted
advertising figures.” Id. at 40. We sustain the objection.
In objection 17 applicant objects to Test. Exh. 4
because it is an advertisement which which ran in the United
Kingdon only, and on other grounds. Id. We sustain the
objection on the grounds that there is no evidence that the
advertisement was run or seen in the United States.
In objection 18 applicant objects to Test. Exh. 5
arguing that opposer’s authenticating witness, Mr.
Bershefsky, testified that it was “not an advertisement.”
Id. In its argument applicant quotes the witness in
misleading fashion. In cross examination, the witness
explains quite clearly, “…this piece as we were describing
was used to – used within specific companies or places we
were going to alert the people in the company that the road
Opposition Nos. 91153575, 91153612 & 91154161
12
trip truck was outside the location.” Bershefsky Test. at
121-122. The exhibit is clearly admissible as a promotional
piece to show how opposer promoted its mark in relation to
airline services, the focus of the “road trip” promotion.
Accordingly, we overrule the objection.
In objection 19 applicant objects to opposer’s Test.
Exhs. 22-28 for failure to authenticate and lack of
foundation. Id. The exhibits are copies of a promotional
piece, duty-free catalogs and inflight magazines used in
conjunction with opposer’s ariline services. Applicant
argues that the exhibits should be excluded because the
authenticating witness did not create them or retrieve them
from the company archive personally. The witness, Mr.
Bershefsky, as the brand marketing manager for Virgin
Atlantic Airlines, is competent to recognize and
authenticate these documents. We overrule the objection.
In objections 20 and 21, applicant objects to Test.
Exhs. 214-217, 235 and 236 as hearsay, for failure to
authenticate and/or for lack of foundation. Id. at 41. The
exhibits are portions of various published books about
Richard Branson, the principal owner of and moving force
behind the Virgin Group of companies, or about the Virgin
Group’s brands. We overrule the objections. The books
would qualify for submission under a notice of reliance
under 37 C.F.R. § 2.122. It would be illogical to exclude
Opposition Nos. 91153575, 91153612 & 91154161
13
the same type of material when introduced by a witness –
here Ms. Levin-Hyams, an official with the Virgin Group of
companies. We will consider the material for whatever
probative value it possesses.
In objection 22 applicant objects to Test. Exh. 239
because “VEL’s identifying witness testified that she did
not know where the exhibit came from.” Id. In fact, the
witness, again Ms. Levin-Hyams, testified that the article
came from Bacon’s clipping service. We overrule the
obijection.
In objections 23 and 24 applicant objects to Opposer’s
Test. Exhs. 240 and 241 which are CDs containing footage
related to Virgin Group promotional activities. Id.
Although Ms. Levin-Hyams testified that she was familiar
with the content applicant objects because the witness did
not personally witness the transfer of the material to CDs
for submission in the case. We overrule the objection.
In objection 25 applicant objects to Opposer’s Test.
Exhs. 242 and 243, copies of articles regarding the Virgin
Group from the New York Times because the authenticating
witness, again Ms. Levin-Hyams, did not clip and copy the
articles herself. Id. at 42. In fact, the witness
testified that she had read the articles herself when they
appeared and directed the copying of the articles; she thus
went beyond what would be required to authenticate the
Opposition Nos. 91153575, 91153612 & 91154161
14
exhibits under the circumstances. We overrule the
objection.
In objection 26 applicant objects to Test. Exhs. 244
and 245, copies of pages from the Fox TV website promoting
“The Rebel Billionaire – Branson’s Quest for the Best” again
because Ms. Levin-Hyams, the authenticating witness, did not
personally obtain the copies. Id. The witness testified
that she had the pages in her own records and recognized
them. We overrule the objection.
In objection 27 applicant objects to Test. Exh. 57
because opposer failed to provide a copy to applicant. The
exhibit appears to be a media plan for August 2004 related
to future advertising of the Virgin Megastores. Opposer did
not respond to this objection in its reply brief.
Accordingly, we sustain the objection.
In objection 28 applicant objects to Test. Exhs. 1
through 248, which includes all such exhibits, for failure
to make the exhibits available prior to the testimonial
depositions and for failure to supplement answers to certain
related interrogatories propounded by applicant. We
overrule the objections.
Opposer was under no obligation to make exhibits
presented through testimony available to applicant in
advance of the testimonial depositions. Applicant elected
to take part in the depositions by telephone. Applicant
Opposition Nos. 91153575, 91153612 & 91154161
15
could have attended the depositions and viewed the exhibits
at that time. Furthermore, it appears most of the exhibits
were made available to applicant prior to or at the time of
the depositions, as evidenced by the extensive cross
examination applicant conducted with regard to specific
exhibits. There is no evidence that opposer intentionally
withheld documents. In fact, it appears that opposer tried
to accommodate applicant when problems arose – problems
which are inevitable when so many documents are involved.
Furhermore, we will not entertain a global objection of
this sort based on failure to meet discovery obligations
without particulars as to the exhibits and other
cirucmstances, including evidence as to responses and
documents which were, in fact, provided during discovery.
Cf. Kohler Co. v. Baldwin Hardware Corp., 82 USPQ2d at 1106.
See also CareFirst of Maryland Inc. v. FirstHealth of the
Carolinas Inc., 77 USPQ2d 1492, 1500 (TTAB 2005).
Finally, we note that opposer has referred to certain
uses of its VIRGIN marks outside the United States in its
notices of opposition and in its arugments. Furthermore,
certain of opposer’s evidence either relates to use outside
the United States or comingles use within and outside the
United States. Although applicant has not specifically
objected to these claims or opposer’s evidence on this
ground, we note here that we have not considered any use by
Opposition Nos. 91153575, 91153612 & 91154161
16
opposer of its marks outside the United States nor any
evidence relating to such use in reaching our decision here.
III. Standing
Opposer has shown that it has used the VIRGIN marks in
the United States and that it is the owner of numerous U.S.
registrations for those marks. Accordingly, opposer has
established standing. See generally Jewelers Vigilance
Committee Inc. v. Ullenberg Corp., 823 F.2d 490, 2 USPQ2d
2021, 2023 (Fed. Cir. 1987).
IV. Priority
For purposes of the likelihood-of-confusion claim,
priority is not at issue in these proceedings. Opposer has
made of record valid and subsisting registrations for
various VIRGIN marks which it owns. See King Candy Co. v.
Eunice King’s Kitchen, Inc., 496 F.2d 1400, 182 USPQ 108,
110 (CCPA 1974).
V. Findings of Fact
At the outset we note that both opposer and applicant
have submitted certain information regarding their
businesses, principally specific financial information,
under claims of confidentiality. Both parties’ claims are
appropriately narrow and within reason, and therefore we
will respect those claims. Consequently, we are somewhat
constrained in our discussion of specific information
regarding the activities of both parties.
Opposition Nos. 91153575, 91153612 & 91154161
17

A. Opposer
Opposer is the owner of various marks consisting in
whole or in part of the word VIRGIN which it uses through a
number of related companies. The related companies include
the Virgin Group of companies, referenced above, which are
substantially owned and controlled by Richard Branson, and
certain licensees not owned by Mr. Branson. James Test. at
6. The scope of the businesses which the Virgin Group
operates is expansive to say the least; there are in excess
of 200 businesses. Test. Exh. 95.
More importantly for our purposes, as noted above,
opposer is the current owner of eighteen valid and
subsisting registrations for the VIRGIN marks which are in
evidence in these proceedings. Those registrations include
the following:
Reg. No. 1413664 for the mark VIRGIN in standard-
character form for air travel services, in
International Class 39;

Reg. No. 1469618 for the mark VIRGIN in standard-
character form for pre-recorded audio and/or video
tapes, cassettes and cartridges; pre-recorded audio and
video discs, phonograph records, in International Class
9;

Reg. No. 1597386 for the mark VIRGIN in standard-
character form for printed sheet music; mounted
photographs; posters, fictional and non-fictional
books, biography and autobiography books, periodicals,
namely, journals, paperback books all dealing with
music, films and entertainment; paper for packaging,
paper cases; stationery and office supplies, playing
cards, in International Class 16, and belts, articles
of outer clothing, namely, shirts, t-shirts, sweat
Opposition Nos. 91153575, 91153612 & 91154161
18
shirts, jackets, hats, clothing caps, clothing belts,
in International Class 25;

Reg. No. 1851817 for the mark VIRGIN in standard-
character form for transportation of goods and
passengers by road, air freight transportation
services; travel agency services, in International
Class 39; and bars; and retail store services in the
fields of cameras, records, audio and video tapes,
computers and electronic apparatus, and watches, sheet
music, books and photography, handbags, purses, luggage
and leather goods, clothing, games, video game machines
and video game cartridges, in International Class 42;

Reg. No. 2586162 for the mark VIRGIN in standard-
character form for articles of luggage, namely,
suitcases; bags; namely, back packs, rucksacks, school
bags, school satchels, travelling bags, sports bags,
all purpose sports bags for campers and climbers,
textile shopping bags; wallets; umbrellas and parasols,
in International Class 18;

Reg. No. 2625455 for the mark VIRGIN in standard-
character form for providing an on-line shopping mall
via a global computer network; providing business
information via a global computer network, in
International Class 35, and computerized communication
services, namely, electronic mail services, and
providing networks for the purpose of transmission and
reception of electronic mail, computer generated music,
news and other data and information; and broadcasting
services by radio and over a global computer network of
a wide variety of programs, namely, current events,
economics, politics, sports, entertainment, the arts
and business, in International Class 38;

Reg. No. 1517801 for the mark shown below for pre-
recorded audio and/or video tapes, cassettes and
cartridges; pre-recorded audio and video discs,
phonograph records; photographic and cinematographic
films, in International Class 9;

Opposition Nos. 91153575, 91153612 & 91154161
19

Reg. No. 1591952 for the mark shown below for printed
sheet music; fictional and non-fictional books,
biography and autobiography books, periodicals, namely,
paperback books all dealing with music, films and
entertainment; paper for packaging, paper cases;
writing instruments, namely, pens, pencils, ball point
pens, stationery and office supplies, namely, writing
and note paper, playing cards, in International Class
16, and articles of outer clothing, namely, shirts, t-
shirts, sweat shirts, jackets, hats, clothing caps,
clothing belts, in International Class 25;

Reg. No. 1852776 for the mark shown below for
transportation of goods and passengers by road, air
freight transportation services, in International Class
39; and bars; rental of food service equipment; namely,
vending machines; portrait and aerial photography;
typesetting and printing services; and retail store
services in the fields of cameras, records, audio and
video tapes, computers and electronic apparatus; and
watches; sheet music, books and photography; handbags,
purses, luggage and leather goods; clothing; games,
video game machines and video game cartridges, in
International Class 42;

Reg. No. 2600080 for the mark shown below for non-
alcoholic beverages, namely, soft drinks, in
International Class 32, and stating “The drawing of the
trademark is lined for the color red.”;

Opposition Nos. 91153575, 91153612 & 91154161
20

Reg. No. 2482726 for the mark VIRGIN ATLANTIC VACATIONS
in standard-character form for transportation of and
arranging transportation of goods and passengers by
road, rail, air and sea; transportation of human beings
by means of land vehicles; automobile and motorcycle
rental services; chauffeur services; tourist agency
services; travel agency services, namely, making
reservations and bookings for transportation; arranging
and/or conducting travel tours; and arranging visits to
places of interest, in International Class 39, and
making hotel reservations for others; arranging,
organizing and providing facilities for exhibitions and
conferences; and providing beauty salons and
hairdressing, massage, manicure and pedicure services,
in International Class 42, with “VACATIONS” disclaimed;

Reg. No. 2488605 for the mark VIRGIN CARGO WINGS in
standard-character form for freight airline services;
arranging of transportation of goods by air; packaging
and storage of goods, in International Class 39, with
“CARGO” disclaimed;

Reg. No. 2536973 for the mark shown below for
charitable fundraising, in International Class 36, with
“HEALTHCARE FOUNDATION” disclaimed;

Reg. No. 1863353 for the mark VIRGIN MEGASTORE in
standard-character form for retail department store
services, in International Class 42, with “MEGASTORE”
disclaimed;
Opposition Nos. 91153575, 91153612 & 91154161
21

Reg. No. 2237092 for the mark VIRGIN VACATIONS in
standard-character form for arranging the transport of
passengers by air and road, arranging and conducting
travel tours, travel agency services, namely, making
reservations and bookings for transportation, and
transportation reservation services, in International
Class 39; and resort hotel and hotel reservation;
travel agency services, namely, making reservations and
bookings for temporary lodging, in International Class
42;

Reg. No. 2151589 for the mark VIRGIN VODKA in standard-
character form for vodka, in International Class 33,
with “VODKA” disclaimed;

Reg. No. 2507654 for the mark shown below for non-
alcoholic beverages, namely, soft drinks, and syrups
and preparations for making soft drinks, in
International Class 32, and spirits, in International
Class 33, with “TRADING COMPANY” disclaimed;

and

Reg. No. 2639079 for the mark VIRGIN HOLIDAYS in
standard-character form for transportation of
passengers and goods by road, rail and air; arranging
of package holidays; arranging and organizing tours;
arranging visits to places of interest; tourist office
services; travel agency services, namely, making
reservations and bookings for transportation;
transportation reservation services, in International
Class 39 and travel agency services, namely, making
reservations and bookings for temporary lodging, in
International Class 43, with “HOLIDAYS” disclaimed.

Applicant has, perhaps, overlooked the forest for the
trees in presenting its case. The scope and importance of
Opposition Nos. 91153575, 91153612 & 91154161
22
these eighteen registrations cannot be underestimated. The
registrations, shown above, cover a significant number of
variations on the VIRGIN marks. More importantly, the
registrations for marks which consist of either VIRGIN alone
in standard-character form or of VIRGIN alone in stylized
script cover a vast variety of goods and services. They
identify services ranging from transportation and travel, to
bar services, to communications services, to online sales
and retail store services for a wide variety of goods. The
goods identified in the registrations range from audio and
video recordings in varied forms, to clothing, to luggage,
to publications, to stationary and office supplies, to
alcoholic and nonalcoholic beverages.
As we stated above, among the eighteen VIRGIN
registrations before us are opposer’s Reg. No. 1851817 for
the mark VIRGIN in standard-character form and Reg. No.
1852776 for the VIRGIN mark in special script. Each covers,
among other services, “transportation of … passengers by
road…” Also, Reg. No. 2482726 for the mark VIRGIN ATLANTIC
VACATIONS in standard-character form, which is also before
us, covers, among other services, “transportation of …
passengers by road … transportation of human beings by means
of land vehicles … automobile and motorcycle rental
services; chauffeur services.”
Opposition Nos. 91153575, 91153612 & 91154161
23
The registrations for variations on the VIRGIN mark
identify still more goods and services. Mr. Branson, the
Virgin Group and the VIRGIN brands have been the subject of
numerous books and features. See, e.g., Opposer’s Test.
Exh. 212-217. Mr. Branson has appeared on numerous
telecasts in the United States, including on CNN, NBC and
Fox where he has promoted the VIRGIN marks. Levin-Hyams
Test. at 26-35. Thus, Mr. Branson’s notoriety has attracted
significant attention for himself, for the companies he owns
and controls and for the VIRGIN marks.
In the United States, one of the principal services
opposer offers under the VIRGIN mark is airline services.
Opposer has offered this service since 1984. The service
has operated between the United Kingdom and certain U.S.
cities, including Boston, Las Vegas, Los Angeles, Miami,
Newark, New York, Orlando, San Francisco and Washington,
D.C. Bershefsky Test. at 9–10. Opposer offers many
“extras” with its airline service, most notably limousine
service to and from airports for departure and on arrival,
including at airports opposer serves in the United States.
Bershefsky Test. at 27-28. The “extras” have also included
an amenities kit, a catalog and magazines featuring the
VIRGIN marks. James Test. at 22.
While opposer is not one of the largest air carriers
operating in the United States, the service it has provided
Opposition Nos. 91153575, 91153612 & 91154161
24
is significant in terms of both length of service, revenue
and numbers of passengers carried. Id. at 10 et seq.
Opposer has conducted significant advertising related to its
airline service in media including print, radio and
television. Id. at 13. For example, opposer has run ads in
major U.S. newspapers and magazines, including, The New York
Times, The Wall Street Journal, The Washington Post, The
Boston Herald, The San Francisco Chronicle, The Los Angeles
Times, Newsweek, Forbes, Fortune, The Economist, and
Business Week. Id. at 16-17.
The Virgin Group has also sold significant numbers of
musical recordings under the VIRGIN mark in the United
States since the early 1990s. James Testimony at 85. The
Virgin Group has operated retail stores under the VIRGIN and
VIRGIN MEGASTORE marks in as many as twenty major U.S.
cities since 1992 (Test. Exh. 185); the Virgin Group also
sells VIRGIN MEGASTORES’ products online. The stores carry
musical recordings, DVDs, clothing, books and magazines,
games and other products. Many of the stores are located in
prime, high visibility locations, such as, Times Square and
Union Square in New York City, Michigan Ave. in Chicago,
Mass. Ave. and Newbury St. in Boston, Market St. in San
Francisco and Sunset Blvd. in Los Angeles. Block Test. at
19. The signage at these locations, as illustrated in Test.
Opposition Nos. 91153575, 91153612 & 91154161
25
Exh. 189 showing the Time Square location, is highly
visible.
Opposer has experienced substantial sales at its retail
and online stores. Opposer has placed a substantial amount
of advertising with regard to its stores in local and
national print media, and on television and radio in the
cities where the stores operate. Id. at 12. Over
31,000,000 people visited the stores in 2003. Id. at 19.
The stores use/distribute approximately 8,000,000 shopping
bags per year using the VIRGIN and VIRGIN MEGASTORE marks.
Id. at 31. See Test. Exhs. 89 and 208. Opposer logs
between 30,000 to 50,000 hits at its VIRGIN MEGASTORE web
site each month. Opposer hosts approximately 300 in-store
events per year at its stores. Block Test. at 51.
Opposer also provides a wide variety of communications
services under the VIRGIN and VIRGIN MOBILE marks. Reg. No.
2625455, noted above, for the mark VIRGIN in standard-
character form, among other services, covers “computerized
communication services, namely, electronic mail services,
and providing networks for the purpose of transmission and
reception of electronic mail, computer generated music, news
and other data and information; and broadcasting services by
radio and over a global computer network of a wide variety
of programs, namely, current events, economics, politics,
sports, entertainment, the arts and business.” Although the
Opposition Nos. 91153575, 91153612 & 91154161
26
registration arguably does not cover cellular telephone
service, Virgin Mobile renders the services referenced here,
along with its cellular telephone service. Stohrer Test. at
13 and 67.
The rights conferred by the registration date from the
filing date of December 17, 1998. Virgin Mobile began
actively marketing its communication services in July 2002.
Id. at 86.
Opposer uses both the VIRGIN and VIRGIN MOBILE marks
consistently in the rendering of these communications
services. Although, the VIRGIN MOBILE mark is not among the
marks pleaded here, the VIRGIN MOBILE mark is consistently
used/displayed in a manner where VIRGIN creates a distinct
commercial impression apart from the generic MOBILE element
which is consistently displayed less prominently and
separate from VIRGIN as shown here:

VIRGIN appears in the familiar script form shown above.
See, e.g., Opposer Test. Exhs. 135-165 and 178. Thus,
opposer has used the VIRGIN mark covered by its registration
in conjunction with the communications services identifed in
the registration.
Opposition Nos. 91153575, 91153612 & 91154161
27
Opposer’s use of the VIRGIN mark in conjunction with
communications services has been extensive. Opposer has
promoted the VIRGIN mark for its communications services
primarily to the youth market over a wide geographic area.
Id. at 11. Opposer offers its communications services
through 12,000 outlets, including its own Virgin Megastores
and major retailers, such as, Best Buy and Target. Opposer
has expended significant sums in advertising and promoting
its VIRGIN mark in connection with its communications
services. Id. at 6. Opposer has advertised in virtually
all forms of print and electronic media, in major magazines,
through radio and over national telelvision, including MTV,
BET, and Comedy Central, and on stations on the ABC, CBS,
NBC and Fox networks. Id. st 54. Opposer has also
conducted extensive promotions in relation to its
communications services.
As a consequence of these efforts opposer has, in a
relatively short period of time, secured signficant
recognition of its VIRGIN mark in connection with
communications services. Stohrer Test. at 83.
What is most impressive about opposer’s advertising and
promtional activities in general is the effectiveness of its
public relations activities in addition to the placement of
paid advertising. This applies to its airline services, its
retail services and its communcations services.
Opposition Nos. 91153575, 91153612 & 91154161
28
The promotions take many forms. For example, opposer
conducted a “Virgin Across America” road show to promote its
airline services. In this promotion opposer outfitted a
tractor trailer to replicate the interior of its aircraft.
The tour visited numerous locations across the United States
and generated substantial publicity in the process. See,
e.g., Test. Exh. 5, Bershefsky Test. 122-123.
As we indicated, opposer conducts approximately 300 in-
store events at its retail stores per year. These events
include appearances by celebrities, such as recoding artist
Ricky Martin. See Opposer’s Test. Exh. 191, Newsday article
dated May 22, 2003.
The events also include promotions, such as one
conducted in nine U.S. cities in conjunction with VOLVO,
which featured the introduction of a new VOLVO model. The
cars were displayed inside and outside the stores, and test
drives were offered. The event featured a sweepstakes where
the winner was flown from the United States to London and
then Sweden where the winner selected a VOLVO automobile
which was then shipped to the winner in the United States.
Egelhoff Test. at 29. Another similar program was conducted
in the stores with BMW in 2003. Id. at 50. The BMW
promotion was conducted at all U.S. stores, and again, BMW
automobiles were given to certain individuals. Id. at 51.
Opposition Nos. 91153575, 91153612 & 91154161
29
Opposer also ran the “Virgin College MegaTour”
promotional program wherein its goods and services were
promoted along with the goods of other companies, including
auto companies, at numerous college campuses in the United
States. Id. at 51. There was extensive media coverage of
the college tour. Test. Exh. 54.
The impact of these promotions is evident. The record
includes copies of several hundred articles featuring the
Virgin Group and its VIRGIN branded goods and services. The
publications where the articles appeared run the full gamet,
from national to local, from magazines to newapapers, from
general interest to special interest. They include local
newspapers, among others, in Columbus (OH), Las Vegas, St.
Petersburg, Spokane, Austin, Reading (PA), and Grand Rapids,
as well as, The Wall Street Journal, The Boston Globe, The
New York Times, The Salt Lake Tribune, Newsday, The
Washington Post, and The Arkansas Deomcrat Gazette, and
major magazines, such as Forbes, Women’s Wear Daily, Black
Enterprise, Consumer Electronics, Daily Variety, Rolling
Stone, The National Enquirer, People, Harper’s, Business
Week, and many others. See Test. Exhs. 30, 218-234 and 191-
193. The subject matter of the articles ranges from Mr.
Branson, the performance of the Virgin Group businesses, the
Virgin Group products and services and primarily opposer’s
promotional activities and events. In virtually all
Opposition Nos. 91153575, 91153612 & 91154161
30
instances the VIRGIN marks are referenced. A Wall St.
Journal aricle of May 14, 2004 even discusses the opposer’s
environmental programs. Test. Exh. 191.
In sum, the record establishes that opposer’s extensive
and varied advertising and promotional activities have
resulted in a widespread awareness of the VIRGIN marks.
Furthermore, opposer has provided an impressive record
of its policing activities to enforce its rights in the
VIRGIN marks. See Opposer’s Notice of Rel. Exhs. 50-122.
B. Applicant
Applicant is a family-owned Ford and Mercury auto and
truck dealership in Albion, Michigan where applicant sells
and services new and used vehicles from one location. Vann
Test. at 9, 15-16. William Ward Vann is part owner and
principal manager of the business. Id. at 15-16.
Applicant also sells vehicles through its dealership online.
Id. at 35. In addition, applicant offers vehicle rentals in
conjunction with its dealership in association with
ENTERPRISE car rental. Id. at 9.
Applicant offers a program whereby customers may custom
order a vehicle either at the dealership or online.
Applicant uses the VIRGIN SALE, VIRGIN VEHICLE and VIRGIN
PURCHASE marks in conjunction with this program. Applicant
states, “The business strategy behind custom ordered new
vehicles in conjunction with the marks is based on the
Opposition Nos. 91153575, 91153612 & 91154161
31
perceived strong association that a consumer will make with
the marks to custom ordered vehicles, the manufacturing
element of the word ‘virgin,’ and ‘the newness, purity,
first-time element of the custom-ordered vehicle,”
Applicant's Brief quoting from Vann Test. 54 and 64.
Applicant maintains an Internet site and uses its VIRGIN
marks on that site. Id. at 17; App. Test. Exh. 6.
Applicant states the following on its web site with regard
to each of its VIRGIN marks:
Virgin Vehicles™ – Any vehicle of transportation custom
ordered and custom manufactured for the first end user;
not previously available to others; Virgin Ford.

Virgin Purchase™ – To acquire something by custom order
and custom manufactured first, genuine and pure by
sacrifice (money), to acquire a Virgin Vehicle™.

Virgin Sale™ - Selling or being sold that is custom
ordered and custom manufactured for and by the first
end user; genuine and pure, selling a Virgin Vehicle™.

App. Test. Exh. 6.
Applicant has used its VIRGIN marks since 2002. Vann Test.
at 25. Ford Motor Company has asked applicant not to use the
term “VIRGIN” in conjunction with its FORD mark. Vann Test. at
44. Applicant generally advertises locally. Id. at 15-16.

VI. Discussion
A. Likelihood of Confusion
We first address opposer’s claim of likelihood of
confusion. The opinion in In re E. I. du Pont de Nemours &
Opposition Nos. 91153575, 91153612 & 91154161
32
Co., 476 F.2d 1357, 177 USPQ 563, 567 (CCPA 1977), sets
forth the factors to be considered in determining likelihood
of confusion. We must determine the issue of likelihood of
confusion in each case based on the evidence of record
relating to the factors. In re Majestic Distilling Co., 315
F.3d 1301, 65 USPQ2d 1201, 1203-04 (Fed. Cir. 2003).
Accordingly, we will discuss each of the factors as to which
opposer or applicant have presented evidence or arguments.
1. Fame
We begin our discussion with the du Pont factor related
to the fame of opposer’s mark because fame of the prior
mark, if it exists, plays a dominant role in likelihood of
confusion cases. Recot, Inc. v. M. C. Becton, 214 F.3d
1322, 54 USPQ2d 1894 (Fed. Cir. 2000).
In determining fame in this case we focus our attention
on the VIRGIN mark itself, that is, VIRGIN alone in
standard-character form and VIRGIN in stylized script, as
shwon above. We conclude that VIRGIN has achieved
significant fame in the fields of airline services, in the
retail store and online sale of recorded music and related
products and in the field of communications. In reaching
these conclusions we have relied primarily on opposer’s
evidence with regard to (1) the length of time it has
provided the relevant services under the VIRGIN mark, (2)
the sales and advertising activities related to those
Opposition Nos. 91153575, 91153612 & 91154161
33
services, and most importantly (3) the evidence opposer
provided of the public recognition of the VIRGIN mark as
used in conjunction with these services. The principal
evidence of the public recognition of the mark is the
evidence of the media attention opposer generated with
regard to the VIRGIN mark as used in connection with these
services as a result of opposer’s advertising and
promotional efforts. This evidence is impressive both in
quality and quantity.
Applicant argues that the VIRGIN mark is not famous.
Applicant questions both the quality and quantity of the
evidence opposer presented to show fame. In particular,
applicant asserts that opposer failed to show fame within a
particular product or service category and that opposer
failed to establish through its evidence that opposer is a
leader in any of the fields in which it uses its mark.
Applicant also asserts that opposer’s evidence of fame
should be rejected because it relates to a period after the
filing of the applications and after the filing of these
proceedings. Applicant’s Brief at 19.
As to the quantity of evidence, in its argument
applicant sets the bar very high. In so doing applicant
fails to recognize the important difference between the
standard for establishing fame for likelihood-of-confusion
purposes as opposed to establishing fame for dilution
Opposition Nos. 91153575, 91153612 & 91154161
34
purposes. As the Court of Appeals for the Federal Circuit
has stated, “Fame for likelihood of confusion purposes and
fame for dilution purposes, however, are distinct concepts.
Toro Co. v. ToroHead Inc., 61 USPQ2d 1164, 1170 (T.T.A.B.
2001). While dilution fame is an either/or proposition—fame
either does or does not exist—likelihood of confusion fame
‘varies along a spectrum from very strong to very weak.’ In
re Coors Brewing Co. 343 F.3d 1340, 1341 [68 USPQ2d 1059]
(Fed. Cir. 2003).” Palm Bay Imports Inc. v. Veuve Clicquot
Ponsardin Maison Fondee En 1772, 396 F.3d 1369, 73 USPQ2d
1689, 1694 (Fed. Cir. 2005).
We have concluded that opposer has established
significant fame here for purposes of our consideration of
likelihood of confusion. We need not and do not consider
here whether or not opposer has established the high degree
of fame required as an element of a dilution claim. Cf.
NASDAQ Stock Market Inc. v. Antarctica S.r.l., 69 USPQ2d
1718 (TTAB 2003); Toro Co. v. ToroHead Inc., 61 USPQ 1164,
1173 (TTAB 2001).
As to the quality of opposer’s evidence, here also
applicant assumes a standard which is overly rigid.
Applicant dismisses sales and advertising information as
being insufficient and implies that opposer must show that
it is an industry leader in the field in which it claims
fame.
Opposition Nos. 91153575, 91153612 & 91154161
35
The evidence of fame in this case, when viewed in its
totality, is more than sufficient to establish the fame of
the VIRGIN mark in the field of airline services,
communications and in the retail store and online sale of
recorded music and related products. In fact, the type of
evidence of record in this case parallels the evidence of
fame in the Palm Bay case. Palm Bay Imports Inc. v. Veuve
Clicquot Ponsardin Maison Fondee En 1772, 73 USPQ2d at 1695.
Here we have evidence of use of the VIRGIN mark over a
significant period of time, significant sales and
significant advertising and promotional expenditures and
activities. As we noted, the evidence of public recognition
of the VIRGIN mark in the media, large and small, local and
national, print and electronic, general interest and special
interest, is critical to our finding of fame.
Contrary to applicant’s contentions, we find none of
the weaknesses in the evidence here the Board noted in the
Blue Man Productions case. Cf. Blue Man Productions Inc. v.
Tarrmann, 75 USPQ2d 1811, 1819 (TTAB 2005). We note, in
particular, that virtually all of the many hundreds of
articles are, in fact, about opposer and its services. The
mentions of opposer and the VIRGIN marks are not merely
passing references.
We also reject applicant’s implication that opposer
must establish itself as an industry leader in relevant
Opposition Nos. 91153575, 91153612 & 91154161
36
fields to show fame. We find no support in the cases for
such an inflexible approach. Such an arbitrary rule would
unduly limit the consideration of legitimate evidence of
fame.
We likewise reject applicant’s argument regarding the
fields of use. In fact, we have considered fame in relation
to specific goods and services, and we have limited our
conclusion with regard to fame appropriately in that regard,
that is, to the fields of airline services, commuications
and to the retail store and online sale of recorded music
and related products.
Finally, we reject applicant’s contention that we
should not consider opposer’s evidence of fame which relates
to a period after the filing of its applications or after
the filing of these proceedings. We find no support for
this proposition. Again, there is an important distinction
between likelihood of confusion and dilution in this regard.
The Trademark Act requires that a party asserting dilution
in an opposition proceeding must establish that its mark had
become famous prior to the filing date of an intent-to-use
application. Toro Co. v. ToroHead Inc., 61 USPQ at 1174.
In contrast the Trademark Act provides no such limitation in
the presentation of evidence of distinctiveness. For
example, Trademark Act § 2(f) simply provides that a prima
facie claim of distinctiveness assert use “… for the five
Opposition Nos. 91153575, 91153612 & 91154161
37
years before the date on which the claim of distinctiveness
is made.” 15 U.S.C. 1052(f). Also, the Board generally
accepts and considers evidence related to likelihood of
confusion and similar issues for the period up to the time
of trial. We see no reason to treat evidence of fame
differently. Accordingly, we have considered opposer’s
evidence of fame without regard to whether it relates to a
time period before or after the filing of the applications
at issue here or these proceedings.
Accordingly, we conclude that opposer’s VIRGIN mark has
achieved significant fame in the fields of airline services,
communications services and in the retail store and online
sale of recorded music and related products.
The degree of fame shown here entitles opposer to a
significantly broader scope of protection than would
otherwise apply for its VIRGIN marks. Gillette Canada Inc.
v. Ranir Corp., 23 USPQ2d 1768, 1774 (TTAB 1992). See
Kenner Parker Toys Inc. v. Rose Art Industries Inc., 963
F.2d 350, 22 USPQ2d 1453, 1456 (Fed. Cir. 1992). This
factor favors opposer.
2. The Marks
In comparing the marks we must consider the appearance,
sound, connotation and commercial impression of the marks at
issue. Palm Bay Imports Inc. v. Veuve Clicquot Ponsardin
Maison Fondee En 1772, 73 USPQ2d at 1692.
Opposition Nos. 91153575, 91153612 & 91154161
38
As a preliminary matter we must address opposer’s claim
that it has a family of VIRGIN marks. The Federal Circuit
characterizes a family of marks as follows:
A family of marks is a group of marks
having a recognizable common
characteristic, wherein the marks are
composed and used in such a way that the
public associates not only the
individual marks, but also the common
characteristic of the family, with the
trademark owner. Simply using a series
of similar marks does not of itself
establish the existence of a family.
There must be recognition among the
purchasing public that the common
characteristic is indicative of a common
origin of the goods.

J & J Snack Foods Corp. v. McDonald’s Corp., 932 F.2d 1460,
18 USPQ2d 1889, 1891 (Fed. Cir. 1991).
The Board has specified the following requirements to
establish a family of marks: “… it must be shown by
competent evidence ‘first, that prior to the entry into the
field of the opponent's mark, the marks containing the
claimed “family” feature or at least a substantial number of
them, were used and promoted together by the proponent in
such a manner as to create public recognition coupled with
an association of common origin predicated on the “family”
feature; and second, that the “family” feature is
distinctive (i.e. not descriptive or highly suggestive or so
commonly used in the trade that it cannot function as the
distinguishing feature of any party's mark).’ Land-O-Nod Co.
v. Paulison, 220 USPQ 61, 65-66 (TTAB 1983).” Marion
Opposition Nos. 91153575, 91153612 & 91154161
39
Laboratories v. Biochemical/Diagnostics, 6 USPQ2d 1215, 1218
(TTAB 1988).
Although opposer refers to its family of marks in the
notices of opposition, opposer does not identify which marks
are members of that family in the notices. Notices of Opp.
¶¶ 19 and 22. Cf. Marion Laboratories v.
Biochemical/Diagnostics, 6 USPQ2d at 1216-17. Likewise, in
its briefs opposer fails to identify the marks it considers
within the family. Nor does opposer address the “family-of-
marks” issue in general directly in its brief. Accordingly,
in determining whether the VIRGIN marks constitute a family
of marks, we have considered all of the marks identified in
the eighteen registrations noted above as potential members
of the family. Furthermore, we have considered whether “a
substantial number of them were used and promoted together.”
Id. In this enormous record, we have identified a few
examples of instances where a number of the VIRGIN marks
appeared together. For example, in Test. Exh. 56, taken
from one of opposer’s web sites, we noted uses of the VIRGIN
mark along with VIRGIN ATLANTIC, and VIRGIN VACATIONS, as
well as a number of unpleaded variations of the VIRGIN
marks, such as, VIRGIN MOBILE, and READIOFREEVIRGIN.
However, we have not found sufficient evidence of the type
of use and promotion of the potential marks in the family to
conclude that there is a family of VIRGIN marks.
Opposition Nos. 91153575, 91153612 & 91154161
40
Accordingly, for purposes of our comparison of the marks in
this case, we will not consider the VIRGIN marks as a family
of marks. Therefore, we must compare each of opposer’s
VIRGIN marks at issue in this proceeding with the marks in
the opposed applications.
We begin that analysis by noting that, while we must
consider the marks in their entireties, it is entirely
appropriate to accord greater importance to the more
distinctive elements in the marks. As the Court of Appeals
for the Federal Circuit observed, “… in articulating reasons
for reaching a conclusion on the issue of confusion, there
is nothing improper in stating that, for rational reasons,
more or less weight has been given to a particular feature
of a mark, provided the ultimate conclusion rests on
consideration of the marks in their entireties. Indeed,
this type of analysis appears to be unavoidable.” In re
National Data Corp., 753 F.2d 1056, 224 USPQ 749, 751 (Fed.
Cir. 1985).
With regard to opposer’s marks, we first note the
registrations which opposer has pleaded and made of record,
shown above, which cover either VIRGIN alone in standard-
character form or VIRGIN alone in stylized script, that is,
ten of the eighteen registrations which are properly of
record. As we noted above, these registrations, considered
alone, cover a wide variety of goods and services, most
Opposition Nos. 91153575, 91153612 & 91154161
41
notably, all of the services in connection with which we
have concluded the VIRGIN mark has become famous.
Secondly, we consider those registrations for standard-
character marks which consist of only the word VIRGIN and
disclaimed wording which is either descriptive or generic,
that is, VIRGIN MEGASTORES, VIRGIN VACATIONS, VIRGIN VODKA
and VIRGIN HOLIDAYS. These four registrations add
marginally to the scope of the goods and services covered by
the ten registrations noted above. In fact, the ten
registrations noted cover substantially all of the
significant goods and services covered by the eighteen
registrations.
Accordingly, for purposes of our consideration of
opposer’s marks, we have considered only the marks in the
ten registrations noted above, those which consist of VIRGIN
without any other wording or separate design element. We
conclude that the word VIRGIN is either the only or the
dominant element in each of these marks. The design
element, that is, the script and underlining in the special-
form marks, in no way detracts from the dominance of VIRGIN
in these marks. In re Dixie Restaurants, Inc., 105 F.3d
1405, 41 USPQ2d 1531, 1534 (Fed. Cir. 1997).
Likewise, in analyzing applicant’s marks, VIRGIN
VEHICLE, VIRGIN PURCHASE and VIRGIN SALE, we conclude that
the dominant element in each of these marks is also VIRGIN.
Opposition Nos. 91153575, 91153612 & 91154161
42
Here also, the only additional element in each case is a
disclaimed term which is either descriptive or generic,
VEHICLE, PURCHASE and SALE, respectively. Therefore, we
conclude that the additional elements in each of these marks
in no way detracts from the dominance of VIRGIN in each of
applicant’s marks.
Furthermore, as to the marks of both opposer and
applicant before us here, we note that in each of the marks
VIRGIN is the first word. Presto Products, Inc. v. Nice-Pak
Products Inc., 9 USPQ2d 1895, 1897 (TTAB 1988)(“… [it is] a
matter of some importance since it is often the first part
of a mark which is most likely to be impressed upon the mind
of a purchaser and remembered.”).
The only significant arguments applicant raises with
regard to the similarity or dissimilarity of the parties’
marks are (1) that the marks, when viewed in their
entireties, differ, and (2) that VIRGIN is a weak,
suggestive term.
It is apparent from our discussion here that we reject
applicant’s argument regarding the comparison of the marks
in their entireties. We have considered the marks in their
entireties and conclude that VIRGIN is the dominant element
in the marks of both parties.
Opposition Nos. 91153575, 91153612 & 91154161
43
Turning to applicant’s argument regarding the strength
of VIRGIN, we will address applicant’s argument and evidence
on that point below under the appropriate factor.
Finally, we have concluded that each of opposer’s
VIRGIN marks in the ten registrations noted here is similar
to each of applicant’s marks. In reaching these conclusions
we have considered the marks, in every instance, in their
entireties. This factor favors opposer.
3. The Number and Nature of Similar Marks in Use on Similar
Goods.

Applicant argues that opposer’s VIRGIN marks are weak
as a result of third-party uses of “virgin.” At the outset
we note our conclusion above that opposer’s VIRGIN mark has
achieved significant fame, a conclusion which necessarily
requires the further conclusion that opposer’s mark is
strong and not weak.
Applicant introduced evidence in support of its
position, specifically: records of active and dead third-
party registrations, not owned by opposer, for marks which
include “VIRGIN”; records of live and dead approved, pending
applications fitting the same description; records of Board
proceedings brought by opposer against marks which include
“VIRGIN”; copies of certain responses by opposer to
applicant’s discovery; certain exhibits from opposer’s
testimony deposition of Mr. Vann; and examples of various
Opposition Nos. 91153575, 91153612 & 91154161
44
uses of “virgin” in publications. Applicant introduced all
of this evidence by notice of reliance. We have reviewed
all of the evidence carefully and conclude that it fails to
establish that opposer’s VIRGIN mark is weak.
First we note that third-party registrations are
entitled to little weight on the question of likelihood of
confusion. See, e.g., In re Hub Distributing, Inc., 218
USPQ 284 (TTAB 1983). Such registrations are not evidence
that the marks are in use or that the public is familiar
with them. See, e.g., AMF Inc. v. American Leisure
Products, Inc., 474 F.2d 1403, 177 USPQ 268 (CCPA 1973). As
the Federal Circuit has stated, “[t]he probative value of
third-party trademarks depends entirely upon their usage.”
Palm Bay Imports, Inc. v. Veuve Clicquot Ponsardin Maison
Fondee En 1772, 73 USPQ2d at 1693. As to the dead
registrations, such registrations ordinarily have no
evidentiary weight. See Mattel, Inc. v. Funline Merchandise
Co., Inc., 81 USPQ2d 1372 (TTAB 2006). Likewise, records of
pending applications, regardless of status, lack probative
value for our purposes here.
Furthermore, the active registrations applicant
submitted provide no support for its position. First, the
majority of the registrations involve marks which simply
have no relevance to the issues in these proceedings. The
majority of the active registrations, all but five of the
Opposition Nos. 91153575, 91153612 & 91154161
45
forty-two provided, involve marks which either (1) include
VIRGIN or EXTRA VIRGIN used generically as applied to olive
oil or similar goods, or (2) marks which include VIRGIN
ISLANDS used in its geographical sense.
The remaining five registrations are: VIRGIN SPRINGS
for bottled water (Applicant’s Not. of Rel. Exh. 3); VIRGIN
BOURBON for whiskey (Exh. 5); K PORT NATURAL SPRING WATER
EXTRA VIRGIN and design with “EXTRA VIRGIN” disclaimed for
natural spring water (Exh. 18); VIRGIN HAIR & AFRO on the
Supplemental Register with “VIRGIN HAIR” disclaimed for hair
styling preparations and skin moisturizers (Exh. 33); and
REBORN VIRGIN for books (Exh. 34). Even if we were to
presume that these marks were in use, and we do not, the use
would be insufficient to establish that opposer’s VIRGIN
marks are weak.
The records of the proceedings brought by opposer with
regard to third-party VIRGIN marks, in fact, provide
evidence of opposer’s policing efforts and, on balance,
support the conclusion that opposer’s VIRGIN mark is a
strong mark.
As to the publications, the only exhibits which have
any relevance with regard to the strength or weakness of
opposer’s mark are: a Chicago Tribune article referencing
the EXTRA VIRGIN restaurant opening eight weeks earlier in
Chicago (Exh. 205); an article from the Washington Times
Opposition Nos. 91153575, 91153612 & 91154161
46
referencing the opening of another EXTRA VIRGIN restaurant
in Virginia (Exh. 106); and an item from the Las Vegas
Review Journal referencing a contract involving “the Virgin
River hotel-casinos in Mesquite” (Exh. 207). (Ex. 218
refers to the Virgin mountains and the Virgin River Gorge in
Arizona which may be related.)
The remainder of the publications include uses of
“virgin” in its descriptive or generic sense, not as a mark
or even part of a mark -- for example, “virgin snow” (Exh.
220), “virgin aluminum” (Exh. 255), “virgin iron ore” (Exh.
256) and “virgin forest” (Exh. 269). Applicant also
includes a dictionary definition of “virgin” (Exh. 201).
Furthermore, applicant includes exhibits related to its own
use from the Vann deposition to support its general argument
that opposer’s VIRGIN marks are weak, arguing that its own
uses are suggestive.
We find none of applicant’s evidence intended to show
that opposer’s VIRGIN mark is weak persuasive. The fact
that “virgin” has a dictionary meaning and is used in its
dictionary sense in no way precludes a party, such as
opposer, from adopting it as a mark and developing a strong
or famous mark. Chicago Bears Football Club Inc. v. 12th
Man/Tennessee LLC, 83 USPQ2d 1073, 1081-82 (TTAB 2007).
Applicant’s evidence shows either use of “virgin” in its
dictionary sense, and a few isolated potential uses of
Opposition Nos. 91153575, 91153612 & 91154161
47
“virgin” in marks. There is no evidence of any significant
use by third parties of VIRGIN marks. Furthermore, we have
no evidence that applicant’s own use of VIRGIN in the marks
at issue here, whether suggestive or not, has in any way
detracted from the strength of opposer’s VIRGIN marks.
Accordingly, we conclude that opposer’s VIRGIN mark is a
strong mark possessing a significant degree of fame. This
factor favors opposer.
4. The Goods and Services and Channels of Trade
The goods and services of opposer and applicant need
not be identical to find likelihood of confusion under
Section 2(d) of the Trademark Act. They need only be
related in such a way that the circumstances surrounding
their marketing would result in relevant consumers
mistakenly believing that the goods or services originate
from the same source. In re International Telephone &
Telegraph Corp., 197 USPQ 910, 911 (TTAB 1978). See also
On-Line Careline Inc. v. America Online Inc., 229 F.3d 1080,
56 USPQ2d 1471 (Fed. Cir. 2000).
Furthermore, in comparing the goods and services we
must consider the goods and services as identified in the
application and registrations. See Octocom Systems, Inc. v.
Houston Computers Services Inc., 918 F.2d 937, 16 USPQ2d
1783, 1787 (Fed. Cir. 1990) (“The authority is legion that
the question of registrability of an applicant’s mark must
Opposition Nos. 91153575, 91153612 & 91154161
48
be decided on the basis of the identification of goods set
forth in the application regardless of what the record may
reveal as to the particular nature of an applicant’s goods,
the particular channels of trade or the class of purchasers
to which the sales of goods are directed.”) See also Paula
Payne Products v. Johnson Publishing Co., 473 F.2d 901, 177
USPQ 76, 77 (CCPA 1973) (“Trademark cases involving the
issue of likelihood of confusion must be decided on the
basis of the respective descriptions of goods.”).
Applicant argues that its “automobile and truck
dealerships” are far removed from any of the goods and
services offered by opposer under its VIRGIN marks.
Applicant states, “In response to discovery requests, VEL
[opposer] acknowledged that it does not have a retail
facility for selling vehicles in the United States, that it
has never sold vehicles in the United States, and that it
possesses no documents evidencing plans to utilize any mark
with the term VIRGIN in association with the retail sale of
automobiles and trucks in the United States. (App. NOR EXS.
198-200).” Applicant’s Brief at 9. Applicant also points
out that certain Virgin Group officials indicated in
testimony that they had no knowledge of any Virgin Group
plans to sell vehicles in the United States. Id. at 10-11.
Applicant also asserts that opposer failed to provide any
Opposition Nos. 91153575, 91153612 & 91154161
49
evidence that opposer’s goods and services are related to
applicant’s services.
On the other hand, opposer states, “The services
specified in the opposed applications, “automobile and truck
dealerships,” are closely related to automobile
transportation, retail store, and online shopping services
recited in Opposer’s registrations and actually provided by
the Virgin Group companies as described above.” Opposer’s
Brief at 27. Opposer also points to its BMW and Volvo
promotions as evidence that the goods and services of the
parties are related.
We conclude that the goods and services identified in
opposer’s eighteen registrations are related to the
automobile and truck dealership services identified in the
applications at issue in view of the wide variety of goods
and services identified in opposer’s registrations and the
fame of the VIRGIN mark. We might reach a different
conclusion if we looked at each of opposer’s goods and
services in isolation in relation to applicant’s services.
However, the circumstances surrounding the marketing of
opposer’s goods and services when viewed as a whole, that
is, considering the wide variety in opposer’s goods and
services, and the fame of opposer’s mark, lead us to
conclude that relevant purchasers would perceive that the
goods and services of the parties are related.
Opposition Nos. 91153575, 91153612 & 91154161
50
Below, we discuss further the impact of opposer’s use
of its VIRGIN marks on the wide variety of goods and
services identified in the registrations under eighth du
Pont factor.
Although opposer did present evidence of its use of the
VIRGIN mark in the United Kingdom in conjunction with the
sale of automobiles, that use is not relevant for purposes
of these proceedings and we have not considered that use in
reaching our conclusion here. We reject opposer’s argument
that those activities somehow extend into the United States.
We note that none of the registrations which are of record
here cover those services, nor did opposer otherwise plead
use of its mark on such services in the United States.
We also agree with applicant that the mere fact that
one can navigate from opposer’s sites to sites which do
offer cars for sale establishes the necessary relationship
in the minds of consumers between opposer’s goods and
services and applicant’s automobile and truck dealerships
and we have not relied on that evidence in reaching our
conclusion here. The relationship here is too attenuated;
taken to its logical limit, the argument would support a
relationship between virtually any goods or services which
are offered online.
Likewise, we agree with applicant that opposer’s
limited sales of vehicles used by Virgin Limo fails to
Opposition Nos. 91153575, 91153612 & 91154161
51
establish that the goods and services of the parties are
related. Again, opposer did not plead that it used its
VIRGIN mark in the sale of automobiles, nor is this service
covered by opposer’s registrations which are before us in
these proceedings. Furthermore, the sales of cars here is
merely incidental to the rendering of the limousine service.
The cars were merely purchased for use in conducting the
business and disposed of when they were no longer suitable
for such use.
On the other hand, applicant attaches undue probative
value to the statements by opposer’s witnesses that they had
no knowledge of any plans by opposer to sell automobiles or
trucks under the VIRGIN mark in the United States. This
testimony is not probative of the perception of relevant
purchasers. In fact, the record includes a Wall Street
Journal article discussing opposer’s innovative methods for
selling automobiles of varied manufacturers under the VIRGIN
mark in the United Kingdom. The article discusses both
opposer’s interest in the doing the same in the United
States and obstacles in bringing that business to the United
States. This article shows that at least some people in the
United States may be aware of opposer’s use of the VIRGIN
mark in relation to automobile sales and the possibility it
might do so in the Unites States. We hasten to add that it
is the wide variety of opposer’s goods and services and the
Opposition Nos. 91153575, 91153612 & 91154161
52
fame of its mark which leads us to conclude that the goods
and services of the parties are related, and not this
specific evidence.
Accordingly, we conclude that the goods and services of
the parties are related. This factor favors opposer.
Turning to the channels of trade, here also we must
look to the goods and services identified in the
registrations and applications of the parties to determine
whether there are related. CBS Inc. v. Morrow, 708 F.2d
1579, 218 USPQ 198, 199 (Fed. Cir. 1983); In re Melville
Corp., 18 USPQ2d 1386, 1388 (TTAB 1991).
Based on the same analysis we conducted with regard to
the parties’ goods and services, we conclude that the
channels of trade are related. Applicant’s goods and
services, as identified, for the most part would be sold or
rendered to the general public. Applicant’s services, as
identified, would also be rendered to the general public.
Again, the wide variety of opposer’s goods and services
likewise travel in varied trade channels. Under the
circumstances potential customers are likely to perceive
that the trade channels could extend to applicant’s trade
channels. Accordingly, we also conclude that the parties’
trade channels are related. This factor favors opposer.
Opposition Nos. 91153575, 91153612 & 91154161
53

5. The Variety of Goods on Which a Mark is Used
The du Pont case directs us to consider evidence
regarding the variety of goods [or service} with which the
mark is used under the eighth du Pont factor. As already
discussed, in this case we have significant evidence on this
factor. As we noted above, the eighteen registrations on
which opposer relies identify a wide variety of goods and
services covering a diverse collection of goods and
services. Time Warner Entertainment Co. v. Jones, 65 USPQ2d
1650, 1662 (TTAB 2002). The registrations which cover the
VIRGIN mark by itself either in standard form or script
identify services ranging from transportation and travel, to
bar services, to communications services, to online sales
and retail store services for a wide variety of goods. The
goods identified in these registrations range from audio and
video recordings in varied forms, to clothing, to luggage,
to publications, to stationary and office supplies, to
alcoholic and nonalcoholic beverages. On the basis of these
registrations we conclude that opposer’s goods and services
include a wide variety and that this factor favors opposer.
We also note the significance of this factor in our
overall analysis – if consumers have been exposed to use of
a mark, especially a famous mark, on a wide variety of goods
and services from one party they are more likely to believe
Opposition Nos. 91153575, 91153612 & 91154161
54
that the use of the mark has been extended by the same party
to additional goods or services.
6. Actual Confusion
Applicant argues that there has been no actual
confusion, presumably to support its position that there is
no likelihood of confusion. Applicant’s Brief at 28. It is
not necessary to show actual confusion in order to establish
likelihood of confusion. See Weiss Associates Inc. v. HRL
Associates Inc., 902 F.2d 1546, 223 USPQ 1025 (Fed. Cir.
1990).
In this case, Mr. Vann, who is an owner of applicant
and the only witness connected with applicant, states that
applicant used its VIRGIN marks since 2002; he is
noncommittal as to any earlier use. Vann Test. at 25.
Applicant operates from a single location in Albion,
Michigan and generally advertises locally. Id. at 15-16.
Applicant maintains an Internet site and uses its VIRGIN
marks on that site. Id. at 17; Test. Exh. 34. Mr. Vann
indicated that so far as he knew applicant did not maintain
records regarding the numbers of visitors to applicant’s web
site. Id. at 24. The applications at issue here are
intent-to-use applications; the record shows use of the
marks in a limited area for a limited period of time. We
have no evidence regarding the impact of the use of the
Opposition Nos. 91153575, 91153612 & 91154161
55
marks on the Internet. Accordingly, on this record, we must
conclude that the opportunity for confusion is minimal.
Under the circumstances, the absence of actual
confusion is of little or no probative value with regard to
the likelihood of confusion. The Federal Circuit has
stated, “A showing of actual confusion would of course be
highly probative, if not conclusive, of a high likelihood of
confusion. The opposite is not true, however. The lack of
evidence of actual confusion carries little weight (citation
omitted) . . .” Majestic, 65 USPQ2d at 1205. See also In
re Kangaroos U.S.A., 223 USPQ 1025, 1026-27 (TTAB 1984).
Accordingly, we conclude that the actual-confusion
factor is neutral in this case.
7. Purchaser Sophistication
Applicant states, “Further, the Board will recognize
that automobiles and trucks are expensive goods and
consumers and potential consumers of Albion Motors’ services
are, thus, elevated to the standard of ‘discriminating
purchasers.’” (Citations omitted.) Applicant’s Brief at
24. Opposer disagrees and notes, among other things, the
potential for initial interest confusion. Opposer’s Reply
Brief at 15.
We agree with applicant’s point that potential
purchasers of automobiles and trucks are likely to exercise
a higher degree of care than purchasers of less expensive
Opposition Nos. 91153575, 91153612 & 91154161
56
items. However, those purchasers would include the general
public; the class of purchasers is not restricted to persons
possessing special knowledge or expertise. Even
sophisticated purchasers are not immune from trademark
confusion. In re Decombe, 9 USPQ2d 1812 (TTAB 1988); In re
Pellerin Milnor Corp., 221 USPQ 558 (TTAB 1983).
On this record, on balance we conclude that applicant’s
customers are not less likely to be confused as a result of
the higher level of care associated with vehicle purchases.
Accordingly, we conclude that the evidence in this
application bearing on the sophistication of the potential
purchasers fails to indicate a diminished likelihood of
confusion. This factor is neutral.
8. Bad Faith
Opposer has suggested, at least indirectly, that
applicant adopted its VIRGIN marks in bad faith. Applicant
disputes this implication. We must look to the record to
see whether opposer has established bad faith. See Recot
Inc. v. M.C. Becton, 54 USPQ2d at 1899; Blue Man Productions
Inc. v. Tarmann, 75 USPQ2d at 1820. Although Mr. Vann was
somewhat evasive in responding to questions regarding
applicant’s intent in adopting the marks, we conclude that
there is no evidence here of bad faith.
Therefore, we have not considered bad faith as a factor
in this case.
Opposition Nos. 91153575, 91153612 & 91154161
57
9. Conclusion
We have considered all evidence properly of record in
these proceedings bearing on the factors set forth in du
Pont and conclude that there is a likelihood of confusion
between opposer’s VIRGIN marks when used in connection with
the goods and services identified in the registrations
relied upon here and applicant’s VIRGIN VEHICLE, VIRGIN
PURCHASE and VIRGIN SALE marks for automobile and truck
dealerships. We conclude so principally based on the
similarity of the marks of the parties, the fame of
opposer’s mark and the variety of goods and services with
which opposer’s mark is used. We note finally that we have
given full consideration to all competent evidence and all
arguments raised in this case whether or not we have
discussed them specifically.
B. Dilution
Opposer also asserts dilution as a ground for
opposition. In view of our decision to sustain the
oppositions on the ground of likelihood of confusion, it is
not necessary for us to consider opposer’s dilution claim.
Decision: The opposition is sustained on the ground of
likelihood of confusion and registration is refused in each
of the three applications in these proceedings.