Turkey: MERCEDES Case Summary - 2012

Last Updated: 16 June 2016
Practice Guide by Deris IP Attorneys


Jurisdiction: Turkey
Subject Heading: I.D.1. Similarity of Marks
Case Name and Citation:

SANYS GROUP CD.LTD. vs TURKISH PATENT INSTITUTE and DAIMLERCHRYSLER AG Case No. 2011/355; Decision No.2012/69 (4TH Ankara Court of Intellectual and Industrial Rights, February 14, 2012)





Marks Associated with Goods/Services:

The plaintiff’s “” trademark application no.2006/27393 covering goods in class 12.

Nature of Case:

Court action instituted for cancellation of the refusal decision of the Turkish Patent Institute regarding the trademark application upon acceptance of defendant’s (Daimlerchrysler AG) opposition due the similarity with the plaintiff’s trademarks nos. 99/016976, 133179, 101798, 177954, 126507 and 2004/05891
on the basis of likelihood of confusion.

Prior Decisions:

Turkish Patent Institute has refused the plaintiff’s trademark application ” in respect of goods in class 12.

Overview of Decision and Ruling:

The plaintiff has asserted that:

  • there is no similarity between the subject device trademark and accordingly there is no likelihood of confusion,
  • the subject trademark is registered for the goods in Class 12 in China, Nepal, Australia, Syria, Korea, Laos, Hungary, Mexico, Taiwan and many countries signatory of Paris Convention,
  • despite the defendant’s trademarks are registered for the goods in classes 1-28, they are actually used only on goods consisting of automobile,
  • however, the defendant’s trademark covers only the construction vehicles and building equipment included in Class 12,
  • since automobile is an expensive product and it requires the consumers to spare a long time for evaluation, there is no any likelihood of confusion in terms of goods,
  • and therefore requested cancellation of the TPI’s decision about the trademark applied for.

The TPI as the Defendant; has stated that the subject court action is not justified and therefore has requested that it should be rejected.

The other defendant DAIMLERCHRYSLER AG asserted that:

  • the subject trademark application is similar with its the above mentioned device trademarks,
  • the star device trademarks are associated with defendant’s “Mercedes” trademark and enjoy highly reputation, are used on vehicles with “Mercedes” brand and are protected widely in accordance with Paris Convention,
  • possible registration of the subject application will cause a wrong impression in the eye of the relevant consumers that there is a relationship between the plaintiff and the defendant companies,
  • by rendering information about the defendant company, it is not possible to consider that the plaintiff is unaware of the reputation of the trademarks of the defendant in the world and in Turkey,
  • the plaintiff acts in bad faith,
  • the subject trademarks may create connotation and may be perceived as series of trademarks before the consumers,
  • and requested that the subject court action should be rejected in that the TPI’s decision issued regarding the trademark application in question as the subject of the court action is justified.

In the reasoned decision issued by the court;

  1. About the similarity it is stated as follows:

    • There is no disputes that the subject trademarks cover identical listing of goods,
    • The application trademark is a device trademark comprised of three segments inside a circle in the appearance of a triangle/star,
    • Four of the cited trademarks of the defendant company are device trademarks in the appearance of a triangle/star inside a circle,
    • Although the trademarks are not identical, the parties’ trademarks are very similar in terms of device element, moreover, the triangle form inside a circle constitutes the essential component of the subject trademarks, furthermore, the trademarks of both parties comprise the white lines rendering the feeling of shine and the segmented structure inside a triangle,
    • On the other hand, considering the trademarks as a whole, it cannot be expected from the consumers to make comparison of the trademarks by placing them side by side. Namely, when a significant part of the average group of consumers being aware of the defendant’s trademarks with device elements meet the application trademark with device element as similar to the device elements of the defendant on the goods from the same kind, they

      • will immediately establish an association between two trademarks under the effect of the recollection of the prior trademarks in their minds,
      • may assume that the application trademark is a series of the trademark of the defendant,
      • may assume that the Mercedes company has initiated a new business of construction machinery, motorcycles and bicycles with a new trademark after automobiles, trucks and buses, therefore the likelihood of confusion is very high,
    • The fact that the target group of consumer acts more knowledgeably because it purchases expensive goods, will not affect the result, therefore the rejection of the subject application is justified.

  2. About the notoriety it is stated as follows:

    • In the concrete event as the subject of the case, as stated in the expert report, the defendant company’s registered device trademarks which are used on luxury automobiles together with a worldwide trademark “Mercedes” since many years,
    • The history of the company is over one hundred years, it has won many competitions and awards, it is one of the most reputable automotive companies in the world, still sells millions of cars annually, the subject device element is an original and highly distinguishing sign in terms of the goods for which it is registered,
    • The application trademark with device element is very similar with to the defendant’s trademarks and seeks for registration for almost identical goods,
    • The likelihood that the application trademark will damage to the high level of distinctiveness of the defendant’s well-known trademark and unfairly benefit the applicant is very high.

In considerations of the explanations and evidences submitted in the file and the expert reports, the court has decided that the case shall be rejected and the refusal decision of TPI as the subject of the case shall be upheld in that the trademark applied for shall be rejected.

Importance of Case:

Although the device components of the trademarks as the subject of the case are not identical, the Court has retained that the similarity of the trademarks in respect of similar goods under the same class would lead to risk of confusion and association between the trademarks on the basis of the reputation enjoyed worldwide by the defendant’s device trademarks.



Contributing Firm: Deris Attorneys At Law Partnership
This document is not intended to create an attorney-client relationship. You should not act or rely on any information in this document without first seeking legal advice. This material is intended for general information purposes only and does not constitute legal advice. If you have any specific questions on any legal matter, you should consult a professional legal services provider.

To print this article, all you need is to be registered on Mondaq.com.

Click to Login as an existing user or Register so you can print this article.

Contact the Author?
Click here to email the Author
Some comments from our readers…
“The articles are extremely timely and highly applicable”
“I often find critical information not available elsewhere”
“As in-house counsel, Mondaq’s service is of great value”

Other Turkey Advice Centres
Competition and Antitrust
Privacy and Data Protection
More Advice Centers
Useful Resources
Translation by Deris Patents & Trademarks Agency Limited
Translation by Deris Patents & Trademarks Agency Limited
Translation by Deris Patents & Trademarks Agency Limited
Translation by Deris Patents & Trademarks Agency Limited
The national Turkey group for the International Association for the Protection of Intellectual Property.
Upcoming Events
This site provides access to information about meetings held at WIPO and related documents comprising a detailed meeting calendar and a powerful document search facility.
A calendar of past and future events held by the Turkish Patent Institute.
Information about events and classroom training, online training, the European qualifying examination, and other materials.
From the Annual Meeting to local forums, roundtables and digital learning, INTA's Programs and Events help you stay up to date on issues that affect your brands.
Font Size:
Mondaq on Twitter
Register for Access and our Free Biweekly Alert for
This service is completely free. Access 250,000 archived articles from 100+ countries and get a personalised email twice a week covering developments (and yes, our lawyers like to think you’ve read our Disclaimer).
Email Address
Company Name
Confirm Password
Mondaq Topics -- Select your Interests
 Law Performance
 Law Practice
 Media & IT
 Real Estate
 Wealth Mgt
Asia Pacific
European Union
Latin America
Middle East
United States
Worldwide Updates
Check to state you have read and
agree to our Terms and Conditions

Terms & Conditions and Privacy Statement

Mondaq.com (the Website) is owned and managed by Mondaq Ltd and as a user you are granted a non-exclusive, revocable license to access the Website under its terms and conditions of use. Your use of the Website constitutes your agreement to the following terms and conditions of use. Mondaq Ltd may terminate your use of the Website if you are in breach of these terms and conditions or if Mondaq Ltd decides to terminate your license of use for whatever reason.

Use of www.mondaq.com

You may use the Website but are required to register as a user if you wish to read the full text of the content and articles available (the Content). You may not modify, publish, transmit, transfer or sell, reproduce, create derivative works from, distribute, perform, link, display, or in any way exploit any of the Content, in whole or in part, except as expressly permitted in these terms & conditions or with the prior written consent of Mondaq Ltd. You may not use electronic or other means to extract details or information about Mondaq.com’s content, users or contributors in order to offer them any services or products which compete directly or indirectly with Mondaq Ltd’s services and products.


Mondaq Ltd and/or its respective suppliers make no representations about the suitability of the information contained in the documents and related graphics published on this server for any purpose. All such documents and related graphics are provided "as is" without warranty of any kind. Mondaq Ltd and/or its respective suppliers hereby disclaim all warranties and conditions with regard to this information, including all implied warranties and conditions of merchantability, fitness for a particular purpose, title and non-infringement. In no event shall Mondaq Ltd and/or its respective suppliers be liable for any special, indirect or consequential damages or any damages whatsoever resulting from loss of use, data or profits, whether in an action of contract, negligence or other tortious action, arising out of or in connection with the use or performance of information available from this server.

The documents and related graphics published on this server could include technical inaccuracies or typographical errors. Changes are periodically added to the information herein. Mondaq Ltd and/or its respective suppliers may make improvements and/or changes in the product(s) and/or the program(s) described herein at any time.


Mondaq Ltd requires you to register and provide information that personally identifies you, including what sort of information you are interested in, for three primary purposes:

  • To allow you to personalize the Mondaq websites you are visiting.
  • To enable features such as password reminder, newsletter alerts, email a colleague, and linking from Mondaq (and its affiliate sites) to your website.
  • To produce demographic feedback for our information providers who provide information free for your use.

Mondaq (and its affiliate sites) do not sell or provide your details to third parties other than information providers. The reason we provide our information providers with this information is so that they can measure the response their articles are receiving and provide you with information about their products and services.

If you do not want us to provide your name and email address you may opt out by clicking here .

If you do not wish to receive any future announcements of products and services offered by Mondaq by clicking here .

Information Collection and Use

We require site users to register with Mondaq (and its affiliate sites) to view the free information on the site. We also collect information from our users at several different points on the websites: this is so that we can customise the sites according to individual usage, provide 'session-aware' functionality, and ensure that content is acquired and developed appropriately. This gives us an overall picture of our user profiles, which in turn shows to our Editorial Contributors the type of person they are reaching by posting articles on Mondaq (and its affiliate sites) – meaning more free content for registered users.

We are only able to provide the material on the Mondaq (and its affiliate sites) site free to site visitors because we can pass on information about the pages that users are viewing and the personal information users provide to us (e.g. email addresses) to reputable contributing firms such as law firms who author those pages. We do not sell or rent information to anyone else other than the authors of those pages, who may change from time to time. Should you wish us not to disclose your details to any of these parties, please tick the box above or tick the box marked "Opt out of Registration Information Disclosure" on the Your Profile page. We and our author organisations may only contact you via email or other means if you allow us to do so. Users can opt out of contact when they register on the site, or send an email to unsubscribe@mondaq.com with “no disclosure” in the subject heading

Mondaq News Alerts

In order to receive Mondaq News Alerts, users have to complete a separate registration form. This is a personalised service where users choose regions and topics of interest and we send it only to those users who have requested it. Users can stop receiving these Alerts by going to the Mondaq News Alerts page and deselecting all interest areas. In the same way users can amend their personal preferences to add or remove subject areas.


A cookie is a small text file written to a user’s hard drive that contains an identifying user number. The cookies do not contain any personal information about users. We use the cookie so users do not have to log in every time they use the service and the cookie will automatically expire if you do not visit the Mondaq website (or its affiliate sites) for 12 months. We also use the cookie to personalise a user's experience of the site (for example to show information specific to a user's region). As the Mondaq sites are fully personalised and cookies are essential to its core technology the site will function unpredictably with browsers that do not support cookies - or where cookies are disabled (in these circumstances we advise you to attempt to locate the information you require elsewhere on the web). However if you are concerned about the presence of a Mondaq cookie on your machine you can also choose to expire the cookie immediately (remove it) by selecting the 'Log Off' menu option as the last thing you do when you use the site.

Some of our business partners may use cookies on our site (for example, advertisers). However, we have no access to or control over these cookies and we are not aware of any at present that do so.

Log Files

We use IP addresses to analyse trends, administer the site, track movement, and gather broad demographic information for aggregate use. IP addresses are not linked to personally identifiable information.


This web site contains links to other sites. Please be aware that Mondaq (or its affiliate sites) are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of these third party sites. This privacy statement applies solely to information collected by this Web site.

Surveys & Contests

From time-to-time our site requests information from users via surveys or contests. Participation in these surveys or contests is completely voluntary and the user therefore has a choice whether or not to disclose any information requested. Information requested may include contact information (such as name and delivery address), and demographic information (such as postcode, age level). Contact information will be used to notify the winners and award prizes. Survey information will be used for purposes of monitoring or improving the functionality of the site.


If a user elects to use our referral service for informing a friend about our site, we ask them for the friend’s name and email address. Mondaq stores this information and may contact the friend to invite them to register with Mondaq, but they will not be contacted more than once. The friend may contact Mondaq to request the removal of this information from our database.


This website takes every reasonable precaution to protect our users’ information. When users submit sensitive information via the website, your information is protected using firewalls and other security technology. If you have any questions about the security at our website, you can send an email to webmaster@mondaq.com.

Correcting/Updating Personal Information

If a user’s personally identifiable information changes (such as postcode), or if a user no longer desires our service, we will endeavour to provide a way to correct, update or remove that user’s personal data provided to us. This can usually be done at the “Your Profile” page or by sending an email to EditorialAdvisor@mondaq.com.

Notification of Changes

If we decide to change our Terms & Conditions or Privacy Policy, we will post those changes on our site so our users are always aware of what information we collect, how we use it, and under what circumstances, if any, we disclose it. If at any point we decide to use personally identifiable information in a manner different from that stated at the time it was collected, we will notify users by way of an email. Users will have a choice as to whether or not we use their information in this different manner. We will use information in accordance with the privacy policy under which the information was collected.

How to contact Mondaq

You can contact us with comments or queries at enquiries@mondaq.com.

If for some reason you believe Mondaq Ltd. has not adhered to these principles, please notify us by e-mail at problems@mondaq.com and we will use commercially reasonable efforts to determine and correct the problem promptly.