The examining attorney must analyze each case in two steps to determine whether there is a likelihood of confusion. First, the examining attorney must look at the marks themselves for similarities in appearance,sound, connotation and commercial impression.
In re E. I. DuPont de Nemours & Co.
, 476 F.2d 1357,177 USPQ 563 (C.C.P.A. 1973). Second, the examining attorney must compare the services to determineif they are related or if the activities surrounding their marketing are such that confusion as to origin islikely.
In re August Storck KG,
218 USPQ 823 (TTAB 1983);
In re International Telephone and Telegraph Corp.
, 197 USPQ 910 (TTAB 1978);
Guardian Products Co., v. Scott Paper Co.
, 200 USPQ738 (TTAB 1978). TMEP §§1207.01
.The test of likelihood of confusion is not whether the marks can be distinguished when subjected to asideâ€‘byâ€‘side comparison.The issue is whether the marks create the same overall impression.
Visual Information Institute, Inc. v. Vicon Industries Inc.
, 209 USPQ 179 (TTAB 1980). The focus is on therecollection of the average purchaser who normally retains a general rather than specific impression of trademarks.
Chemetron Corp. v. Morris Coupling & Clamp Co
., 203 USPQ 537 (TTAB 1979);
Sealed Air Corp. v. Scott Paper Co.
, 190 USPQ 106 (TTAB 1975); TMEP §1207.01(b).The services of the parties need not be identical or directly competitive to find a likelihood of confusion.They need only be related in some manner, or the conditions surrounding their marketing be such, thatthey could be encountered by the same purchasers under circumstances that could give rise to the mistakenbelief that the services come from a common source.
In re Martin’s Famous Pastry Shoppe
., 748F.2d 1565, 223 USPQ 1289 (Fed. Cir. 1984);
In re Corning Glass Works
, 229 USPQ 65 (TTAB 1985);
Inre Rexel Inc
., 223 USPQ 830 (TTAB 1984);
Guardian Products Co., Inc. v. Scott Paper Co
., 200 USPQ738 (TTAB 1978);
In re International Telephone & Telegraph Corp
., 197 USPQ 910 (TTAB 1978).TMEP §1207.01(a)(i).In the present case, the applicant has applied to register the mark PROCEEDS for Financial services in thenature of an investment security. The registered mark is PROCEEDS PLUS for Insurance administration,namely providing to beneficiaries of life insurance and annuities a settlement option consisting of a lumpsum payment of death benefits into an interest-bearing bank-like checking account.The services identified in the registration are closely related to the services identified by the applicant. Itis common for the same entity to offer both Applicant and Registrant’s services in commerce under thesame mark. See e.g. attached excerpted third party registrations showing Applicant and Registrant’sservices offered under the same mark. These printouts have probative value to the extent that they serve tosuggest that the services listed therein are of a kind that may emanate from a single source.
SeeIn re Infinity Broad. Corp.,
60 USPQ2d 1214, 1217-1218 (TTAB 2001);
In re Albert Trostel & Sons Co.,
29USPQ2d 1783, 1785-86 (TTAB 1993);
In re Mucky DuckMustard Co., Inc
., 6 USPQ2d 1467, 1470 at n.6(TTAB 1988). Consequently, it is highly foreseeable that the average consumer might encounter bothRegistrant and Applicant’s services. In addition, both marks are comprised in whole or significant part of the term PROCEEDS. As such, the marks share the same overall sound, appearance and commercialimpression when used in connection with the identified services. Therefore, the examining attorney mustconclude that confusion as to source of origin or sponsorship is likely to occur.The examining attorney must resolve any doubt as to the issue of likelihood of confusion in favor of theregistrant and against the applicant who has a legal duty to select a mark which is totally dissimilar totrademarks already being used.
In re Hyper Shoppes (Ohio), Inc.
, 837 F.2d 463, 6 USPQ2d 1025 (Fed.Cir., 1988);
Burroughs Wellcome Co. v. Warnerâ€‘Lambert Co.,
203 USPQ 191 (TTAB 1979). TMEP§§1207.01(d)(i).