Better Homes Expo (Pty) Ltd v Consep Home Ideas (Pty) Ltd and Others (48170/17) [2019] ZAGPJHC 5; 2019 BIP 259 (GJ) (7 February 2019)

Better Homes Expo (Pty) Ltd v Consep Home Ideas (Pty) Ltd and Others (48170/17) [2019] ZAGPJHC 5; 2019 BIP 259 (GJ) (7 February 2019)

The court found that the phrase HOME IDEAS is descriptive and commonly used in the English language, conveying the meaning of ideas for the home. The applicant's reputation in the mark was not sufficient to render the phrase distinctive of its business alone. The addition of the word CONSEP and the markedly...

Source-derived case information.

Citation
[2019] ZAGPJHC 5
Parties
Applicant: Better Homes Expo (Pty) Ltd; Respondent: Consep Home Ideas (Pty) Ltd; Respondent: Consep Home Ideas West Rand (Pty) Ltd; Respondent: Consep Home Ideas Centurion (Pty) Ltd; Respondent: Consep Home Ideas Pretoria East (Pty) Ltd; Respondent: Consep Home Ideas Bryanston (Pty) Ltd; Respondent: Consep Group (Pty) Ltd; Respondent: Nicholas Van der List; Respondent: Theodorus Jacobus Van der List
Court
South Gauteng High Court, Johannesburg
Jurisdiction
South Africa
Case Number
48170/17
Procedural Posture
Urgent Application / First Instance Judgment
Outcome
Application dismissed with costs.
Judges
Meyer
Legal Topics
Passing Off, Trade Mark Distinctiveness, Descriptive Terms, Secondary Meaning, Likelihood of Confusion
Commercial and Corporate Competition Law Passing Off Trade Mark Distinctiveness Descriptive Terms Secondary Meaning Likelihood of Confusion

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Summary, issues, holding and outcome

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Parties

Better Homes Expo (Pty) Ltd

Applicant

Consep Home Ideas (Pty) Ltd

Respondent

Consep Home Ideas West Rand (Pty) Ltd

Respondent

Consep Home Ideas Centurion (Pty) Ltd

Respondent

Consep Home Ideas Pretoria East (Pty) Ltd

Respondent

Consep Home Ideas Bryanston (Pty) Ltd

Respondent

Consep Group (Pty) Ltd

Respondent

Nicholas Van der List

Respondent

Theodorus Jacobus Van der List

Respondent

Procedural Posture

Urgent Application / First Instance Judgment

  1. 1 Whether the applicant has established a protectable reputation in the phrase HOME IDEAS.
  2. 2 Whether the respondents' use of CONSEP HOME IDEAS constitutes passing off.
  3. 3 Whether the phrase HOME IDEAS is distinctive or merely descriptive.

Ratio Decidendi

The court found that the phrase HOME IDEAS is descriptive and commonly used in the English language, conveying the meaning of ideas for the home. The applicant's reputation in the mark was not sufficient to render the phrase distinctive of its business alone. The addition of the word CONSEP and the markedly different get-up used by the respondents were sufficient to distinguish their business from that of the applicant. The evidence of actual confusion was unsatisfactory and did not establish a reasonable likelihood of confusion or deception. The applicant, having adopted a trading name containing words in common use, must accept some risk of confusion unless it is to be granted an unfair...

Court Disposition

Application dismissed with costs.

Orders

  • The application is dismissed with costs.