“Relevant public – degree of attention
(…)
In the present case, the majority of goods found to be identical or similar to varying degrees are directed at the public at large (e.g. chopsticks, meat, fish, dairy products, salts, confectionery, sugars), but some of the goods also target the professional public (e.g. sausage skins and imitations thereof, flavourings). Therefore, the relevant public is the public at large and professional public. Nevertheless, the goods in question are mostly for everyday consumption or use and are predominantly not expensive, which is especially true for sausage skins and imitations thereof and flavourings. Therefore, the degree of attention of the general and specialist public is no more than average.
c) The signs
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The relevant territory is the European Union.
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The signs could be associated with certain meanings in some territories. However, they are meaningless in other territories, where the public will not associate them with any meaning that increases the likelihood of confusion, as set out below. Consequently, the Opposition Division finds it appropriate to focus the comparison of the signs on the Czech-, Polish- and Slovak-speaking part of the public, for whom the signs are meaningless. The signs, as argued by the applicant, can also be understood by the Japanese-speaking public, but this public is insignificant in size within the EU in general, and considerably smaller in the Czech Republic, Poland and Slovakia. The applicant did not provide any evidence to prove that Japanese is understood by a significant part of the public in the relevant territories and, therefore, the applicant’s claim that the earlier mark, at least the common part ‘AKA*’ (red in Japanese), has a low degree of distinctiveness must be set aside as regards the relevant public.
The earlier mark is a word mark comprising a single verbal element ‘AKARI’. The contested sign is a word mark comprising a single verbal element ‘AKAYA’. Both are meaningless and, therefore, inherently distinctive.
Visually, the signs coincide in their first three letters ‘AKA*’. They differ in their endings, ‘*RI’ in the earlier mark and ‘*YA’ in the contested sign.
The first parts of the signs are identical, which is where consumers generally tend to focus when encountering a trade mark. This is because the public reads from left to right, which makes the part placed at the left of the sign (the initial part) the one that first catches the attention of the reader.
The signs share three out of five letters and are identical in length.
Therefore, the signs are visually similar to at least an average degree.
Aurally, irrespective of the different pronunciation rules in different parts of the relevant territory, the pronunciation of the signs coincides in the sound of the letters ‛AKA*’, which comprise their identical first two syllables. The final parts, ‘*RI’ of the earlier mark and ‘*YA’ of the contested sign, have different pronunciations, but do not attract the attention of the relevant public as much.
Therefore, the signs are aurally similar to at least an average degree.
Conceptually, neither of the signs has a meaning for the relevant public. Since a conceptual comparison is not possible, the conceptual aspect does not influence the assessment of the similarity of the signs.
As the signs have been found similar in at least one aspect of the comparison, the examination of likelihood of confusion will proceed.
Global assessment
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The signs are visually and aurally similar to at least an average degree and have no concept in common, as neither of them has a meaning for the relevant public. The common letters ‘AKA*’ are placed at the beginnings of both signs. It must be borne in mind that the consumer generally pays greater attention to the beginning of a mark, which normally has a greater impact both visually and aurally, than to its end. The only difference between the marks lies in their endings, ‘*RI’ in the earlier mark and ‘*YA’ in the contested sign. According to case-law, the public normally pays less attention to endings (17/03/2004, T-183/02 & T-184/02, Mundicor, EU:T:2004:79, § 81; 16/03/2005, T-112/03, Flexi Air, EU:T:2005:102, § 64-65). Bearing this in mind, it is considered that the difference described above is not enough to counteract the similarities between the marks.