New subjects have generated more ink and consternation in the trademark arena in recent years than the topic of parallel imports/gray market goods. In general terms, a gray market good, often referred to as a parallel import, is “[a] foreign-manufactured good, bearing a valid United States trademark, that is imported without the consent of the United States trademark holder.”
K Mart Corp. v. Cartier, Inc.,
It is no surprise then that the parties to this dispute have diametrically opposed views as to how the case should be analyzed. At issue is the sale in the United States of circuit breakers imported from Canada under the trademark STAB-LOK. In an ironic twist, the circuit breakers are gray. Whether viewed as a gray market case or not, American Circuit Breaker Corporation (“ACBC”) must establish a “likelihood of confusion” to prevail.
The essential facts are undisputed. ACBC holds the STAB-LOK trademark in the United States. Schneider Canada holds the STAB-LOK trademark in Canada. Federal Pioneer Limited (“Pioneer”), a subsidiary of Schneider Canada, manufactures circuit breakers for itself and ACBC. The circuit breakers sold by the companies are identical except for the casing color. Pioneer manufactures black circuit breakers for ACBC and gray ones for itself. The parties have stipulated that, except for the casing color, there are no material differences between the products, and that the gray circuit breakers are “genuine” versions of the black ones. This dispute arose because Oregon Breakers bought gray circuit breakers from a Canadian third-party supplier and, without permission from ACBC, sold them in the United States.
The question we address is whether the district court erred in dismissing ACBC’s claims against Oregon Breakers for trademark infringement and unfair competition.
I. FACTUAL BACKGROUND
Although the current relationships among the various companies are fairly straightforward, we briefly discuss the history of the STAB-LOK trademark because an understanding of where and when the parties derived their trademark rights provides useful background to our analysis.
In 1950, Federal Pacific Electric Company (“FPE”) adopted the trademark STAB-LOK for circuit breakers. FPE eventually sold its U.S. circuit breaker business,' including the U.S. STAB-LOK trademark, to Challenger Electric. In 1988, Challenger Electric sold the circuit breaker portion of its business to ACBC’s predecessor, which in turn assigned all of its rights in the business and trademark to Provident Industries, Inc. Provident Industries, Inc. changed its corporate name to American Circuit Breaker Corporation in late 1988.
Since 1950, ACBC and its predecessors have continuously used the trademark STAB-LOK on advertising, marketing, and sales of circuit breakers in the United States. ACBC is the record owner of the U.S. mark STAB-LOK, which was issued in 1988. Under the Lanham Act, the mark is incontestable and ACBC has the exclusive right to use the mark.
See Entrepreneur Media, Inc. v. Smith,
In 1952, Federal Electric Products Company, a U.S. company that was later merged into FPE, registered the trademark STAB-LOK in Canada. Until 1988, Pioneer, the manufacturer of the gray circuit breakers, was a Canadian subsidiary of FPE. The Canadian registration of STAB-LOK was assigned to Pioneer in 1986.
In 1988, FPE sold'Pioneer to a Canadian company that had no relationship to Challenger Electric or any other predecessor of ACBC. In 1999, Pioneer assigned the Canadian trademark STAB-LOK to its parent company, Schneider Canada.
Prior to 1993, ACBC manufactured black STAB-LOK circuit breakers for the U.S. market at its plant in Albemarle, North Carolina, and Pioneer manufactured in Canada gray STAB-LOK circuit breakers for the Canadian market. Following an intellectual property dispute in the early 1990s, ACBC entered into an agreement with Pioneer and Schneider Canada.
Part of the dispute centered around Pioneer’s claim that it had acquired rights to market under the STAB-LOK mark in the United States, as well as Canada. Although the details of the settlement agreement are confidential, the parties reveal the key elements in their briefs. Under the agreement, Pioneer manufactures black STAB-LOK circuit breakers for ACBC for sale in the United States and ACBC has agreed to purchase guaranteed mínimums from Pioneer. Pioneer continues to manufacture gray STAB-LOK circuit breakers for sale in Canada by Pioneer. The agreement forbids Pioneer from selling its STAB-LOK circuit breakers in the United States for the term of the agreement. The effect of the agreement is that, although ACBC originally acquired its U.S. rights in the STAB-LOK mark from Challenger Electric, a U.S. company, ACBC’s exclusivity of those trademark rights came about through the deal it struck with Pioneer, a Canadian company.
Accordingly, since 1993, both black and gray circuit breakers have been manufactured by Pioneer in Canada and both bear the STAB-LOK trademark, as -well as an indication that “Federal Pioneer Limited”
From 1997 to 2000, Oregon Breakers sold gray Pioneer-manufactured STAB-LOK circuit breakers in the United States. Oregon Breakers purchased the circuit breakers from Merchant Pier, a Canadian distributor of circuit breakers and imported them into the United States for resale.
In sum, this case involves a U.S. trademark owner which contracts with a foreign, but historically affiliated manufacturer that owns the identical trademark in the foreign jurisdiction. The foreign trademark owner legitimately manufactures goods for both markets, which goods are identical except for color. A third party then imports identical goods manufactured under the foreign trademark into the United States, in competition with the U.S. trademark owner’s products.
II. PROCEDURAL HISTORY
ACBC filed suit in the District of Oregon asserting claims for trademark infringement, unfair competition, and trademark dilution against Oregon Breakers. ACBC initially sought partial summary judgment on its claim for trademark infringement under § 32(1) of the Lanham Act, 15 U.S.C. § 1114, and the related claim of unfair competition under § 43(a) of the Lanham Act, 15 U.S.C. § 1125.
In ruling on the summary judgment motion, the district court pointed out that “the gray circuit breakers are manufactured in Canada by the same manufacture[r] from which ACBC imports ‘genuine’ breakers” and that “[Pioneer] and ACBC are not completely at arm’s length.” The court also noted that “ACBC concedes that there is no material difference between the gray and black breakers.” In an Opinion and Order, the district court denied the motion, however, because there were material questions of fact as to whether the gray circuit breakers were genuine and whether the quality control procedures resulted in differences between the breakers.
After denial of ACBC’s motion, the parties stipulated to entry of final judgment, with ACBC reserving its right to appeal the dismissal of the trademark and unfair competition claims. In the stipulation, the parties agreed that:
There are no material differences between ACBC’s black STAB-LOK circuit breakers and the gray STAB-LOK circuit breakers offered for sale and sold by Oregon Breakers. The gray STAB-LOK circuit breakers accordingly are “genuine products” as that term is defined by the Court at p. 6 of the Opinion and Order. 1
Although the stipulation effected a complete dismissal with prejudice of all claims, the parties stipulated that in the event of reversal and an eventual trial, the issues of the strength and meaning of the trademark STAB-LOK, and whether ACBC has exercised control over the quality of the black STAB-LOK circuit breakers manufactured by Pioneer for ACBC for resale
The district court accepted the stipulation, entered a final judgment that incorporated the stipulation and various modifications of its earlier Opinion and Order, and dismissed all of ACBC’s claims. ACBC appeals only the dismissal of its claims for trademark infringement and unfair competition.
III. DISCUSSION
A. Katzel AND THE EMERGENCE OF TERRITORIALITY
It is now generally agreed and understood that trademark protection encompasses the notion of territoriality. The Supreme Court ushered in this concept more than eighty years ago in A.
Bourjois & Co. v. Katzel,
As McCarthy, one of the leading commentators in the trademark arena notes: “Early U.S. cases refused to protect U.S. trademark owners from parallel imports of genuine goods obtained from the foreign manufacturer.” J. Thomas McCarthy,
McCarthy on Trademarks and Unfair Competition,
§ 29:51 (4th ed. West 2005) (citing
Apollinaris Co. v. Scherer,
stands for the proposition that a trademark serves the sole purpose of identifying the source of a product; Under this principle, a trademark is valid if it correctly identifies the origin or source of the product, regardless of where the consumer purchases the product. A gray market product does not violate trademark rights under the 'Universality principle as long as it bears a genuine trademark that identifies the source of the product.
Jerome Gilson,
1 Trademark Protection and Practice,
§ 4.05[5] (2004).
Katzel
came to the Supreme Court on a writ of certiorari from the Second Circuit. The plaintiff in
Katzel
purchased a French cosmetic firm’s U.S- business, along with its goodwill and U.S. trademark “Java,” which was used on face powder.
Katzel,
Following precedent based on the principle of universality, the Second Circuit concluded that there was no trademark infringement. A.
Bourjois & Co. v. Katzel,
The Supreme Court subsequently reversed the Second Circuit and held that the plaintiffs trademark rights were infringed, though the Court did not reference the new legislation.
Katzel,
It is said that the trade-mark here is that of the French house and truly indicates the origin of the goods. But that is not accurate. It is the trade-mark of the plaintiff only in the United States and indicates in law, and, it is found, by public understanding, that the goods come from the plaintiff although not made by it. It was sold and could only be sold with the good will of the business that the plaintiff bought. It stakes the reputation of the plaintiff upon the character of the goods.
Id.
at 692,
The Katzel decision marked a dramatic change in trademark law by adopting the principle of “territoriality” of trademarks and moving away from the rule of “universality.” See McCarthy, supra, § 29:51; Gilson, supra, § 4.05[5]. Under the territoriality principle, a “trademark has a separate legal existence in each country and receives the protection afforded by the laws of that country.” Gilson, supra, § 405[5].
Between the Supreme Court’s decision in
Katzel
and the early 1980s “the legal journals [were] the main battleground” over the issue of whether a U.S. trademark holder could prevent the importation of “genuine” gray market goods.
Bell & Howell: Mamiya Co. v. Masel Supply Co.,
Some courts limited
Katzel
to its particular facts.
See, e.g., Weil Ceramics and Glass, Inc. v. Jalyn Corp.,
[a trademark’s] proper lawful function is not necessarily to specify the origin or manufacture of a good (although it may incidentally do that), but rather to symbolize the domestic goodwill of the domestic markholder so that the consuming public may rely with an expectation of consistency on the domestic reputation earned for the mark by its owner, and the owner of the mark may beconfident that his goodwill and reputation (the value of the mark) will not be injured through use of the mark by others in domestic commerce.
Id. at 1172.
More recently, the principle of territoriality “has been criticized as obsolete in a world market where information products like computer programs cannot be located at a particular spot on the globe.” McCarthy, supra, § 29:1. Nevertheless, Katzel remains good law and found expression in the more recent K Mart case;
B. K Mart AND GRAY MARKET GOODS
In 1988, the Supreme Court in
K Mart
provided a useful tutorial on gray market goods.
K Mart
involved a challenge to Customs Service regulations implementing § 526 of the Tariff Act.
3
The Court began its opinion by explaining that “A gray-market good is a foreign-manufactured good,
bearing a valid United States trademark,
that is imported without the consent of the United States trademark holder.”
K Mart,
The “prototypical” context, based, on
Katzel, see id.
at 287,
The second gray market scenario is where a domestic firm registers the U.S. .trademark “for goods that are manufactured abroad by an affiliated manufacturer.”
Id.
The Court detailed three variations that fit under this example: a) a foreign firm incorporates a subsidiary in the United States which then registers the U.S. trademark (which is identical to the foreign parent firm’s trademark) in its own name; b) “an American-based firm establishes abroad a manufacturing subsidiary corporation”; or c). an American-based firm establishes abroad “its own unincorporated manufacturing division ... to produce its United States trademarked goods, and then imports them for domestic distribution.”
Id.
at 286-87,
The third gray market scenario is where the “domestic holder of a United States trademark
authorizes
an independent foreign manufacturer to use it.”
K Mart,
The circumstances here most closely approximate
Katzel,
which is also
K Mart’s
case 1. There are both similarities and differences between
Katzel
and the present case. In each case, separate companies owned the trademark in the United States and the trademark in the foreign jurisdiction. In both cases the plaintiff and the third party defendant acquired the product from the foreign manufacturer. And, in both cases the plaintiffs product has a valid U.S. trademark and the defendant’s product has a valid trademark from the foreign trademark owner. Although ACBC did not purchase the U.S. trademark from a foreign company, its predecessor purchased those rights from a U.S. company that was a common predecessor to ACBC and Pioneer. And, unlike the labels in
Katzel,
the record here does not indicate that the black circuit breaker casing “ha[s] come to be understood by the public here as meaning goods coming from the plaintiff.”
Katzel,
At least one prominent commentator has argued that the first K Mart, context did not fit the definition of gray market at all because “the U.S. trademark owner did not own the mark abroad.” Gilson, supra, § 4.05[6]. Indeed, determining whether such goods should be labeled as gray market is a bit tricky given the fact that the Supreme Court explained that gray market goods must have “a valid United States trademark,” but also described the first K Mart context as the prototypical gray market situation. Caught up in the confusion, the parties spend a great deal of energy wrangling over whether this is a gray market case. ACBC claims it is not bringing a gray market claim because the marks are owned by independent corporations. Oregon Breakers argues that, as a result of the 1993 agreement, the companies are not truly unrelated and that the relationship fits within several of the K Mart criteria.
In the end, whether this is technically classified as a gray market case or not does not drive the solution. Ultimately, what is at issue is whether there is a likelihood of confusion as to source under the well established precedent of §§ 32 and 4B(a) of the Lanham Act.
4
Neither
Katzel
nor
K Mart
preclude a finding of trademark infringement as a matter of law in this context. As McCarthy notes, “the ultimate issue in a trademark infringement suit against the importer of gray market imports is the factual question of likelihood of confusion of U.S. customers.” McCarthy,
supra,
§ 29.46;
see Brookfield Communications, Inc. v. West Coast Entm’t Corp.,
C. ABSENCE OF THE LIKELIHOOD OF CONFUSION
The likelihood of confusion test centers on weighing the so-called
Sleek-craft
factors that range from the strength of the mark to the degree of care customers are likely to exercise.
See AMF Inc. v. Sleekcraft Boats,
Determining whether the record sustains an infringement claim is not straightforward in this instance. This case is made more complicated by the parties’ efforts to resolve it via stipulation and subsequent dismissal of claims. Rather than a clean set of district court findings or a comprehensive opinion, we are left to piece together the meaning of the final judgment, which incorporates but modifies the court’s earlier Opinion and Order and encompasses the parties’ factual stipulations. Reading the record in conjunction with the final judgment leads us to conclude that there is no material issue of fact with respect to infringement, that ACBC failed to establish infringement and, consequently, the dismissal of claims was appropriate.
The bulk of the record evidence relates to the nature of the circuit breakers sold by Oregon Breakers, namely whether they are genuine STAB-LOK circuit breakers and the quality control conditions of their manufacture. After much back and forth, the parties stipulated that there are no material differences between the black and the gray breakers, and that the gray breakers are “genuine” products in relation to the black breakers.
Because of this stipulation and the related court order, this case is governed by the rule we set out in
NEC Elecs. v. CAL Circuit Abco,
The upshot of the stipulation between ACBC and Oregon Breakers is that consumers purchasing circuit breakers from Oregon Breakers are getting exactly the same circuit breaker, both in specification and quality, as they would purchase from ACBC. In other words, the goods are genuine. Rather than being confused, customers who purchase the gray STAB-LOK circuit breakers from Oregon Breakers get exactly what they expect.
See Iberia Foods Corp. v. Romeo,
What is missing here is evidence of infringement that undermines ACBC’s goodwill or leaves consumers in a state of “legal confusion.” As the First Circuit observed:
By and large, courts do not read Katzel and Aldridge to disallow the lawful importation of identical foreign goods carrying a valid foreign trademark.... [T]erritorial protection kicks in under the Lanham Act where two merchants sell physically different products in the same market and under the same name, for it is this prototype that impinges on a trademark holder’s goodwill and threatens to deceive consumers.
Societe Des Produits Nestle,
IV. CONCLUSION
Although ACBC frames the issue as the district court’s error in declining to grant partial summary judgment in its favor, the stipulations changed the face of the case and moved it beyond the initial motion. As to the motion, we agree that the district court correctly pinpointed several material disputed facts that precluded judgment in favor of ACBC. Once those disputes fell out of the case via stipulation, the question is whether the district court properly dismissed ACBC’s claims. We conclude that the dismissal is supported by the law, the stipulation, and the record.
AFFIRMED.
Notes
. In its Opinion and Order, the district court cited
Iberia Foods Corp. v. Romeo,
. We closely scrutinized the stipulation to assure ourselves that there was a complete dismissal of all claims. We are satisfied that there was a final judgment and that the parties' articulation of these two issues was meant to clarify that the dismissal was predicated on the stipulation and that, in the view of the parties, these two matters were not material issues of fact nor were they stipulated issues of fact.
. Although
K Mart
involved § 526 of the Tariff Act, it serves as guidance for our analysis of §§ 32 and 43 of the Lanham Act.
See Weil Ceramics & Glass, Inc.,
. It bears noting that the circumstances of this case suggest that ACBC would have had a remedy under the Tariff Act.
See K Mart,
. Because of the unusual factual backdrop in this case and the multiple stipulations of the parties, we need not consider the situation in which goods bearing a foreign trademark are sold in the United States and the distributor markets goods "of one make under the trademark of another.”
Champion Spark Plug Co. v. Sanders,
