8th Circuit Six SquirtCo Factors – Lanham Act Likelihood of Confusion


Each of the thirteen federal courts of appeal have their own test for evaluating whether a likelihood of confusion exists between two trademarks. Although the tests are not identical, most of them are substantially similar and use many of the same factors. And, the factors are non-exclusive.

Generally, nine factors are considered in likelihood of confusion analysis for non-competitive goods.

  1. The likelihood that the actor's goods, services or business will be mistaken for those of the other;
  2. The likelihood that the other may expand his business so as to compete with the actor;
  3. The extent to which the goods or services of the actor and those of the other have common purchasers or users;
  4. The extent to which the goods or services of the actor and those of the other are marketed through the same channels;
  5. The relation between the functions of the goods or services of the actor and those of the other;
  6. The degree of distinctiveness of the trademark or trade name;
  7. The degree of attention usually given to trade symbols in the purchase of goods or services of the actor and those of the other;
  8. The length of time during which the actor has used the designation; and,
  9. The intent of the actor in adopting and using the designation.

The test, however, depends on jurisdiction. Some common factors include:

  1. Strength of plaintiff's mark: Arbitrary, suggestive, descriptive
  2. Similarity of marks: Sound, appearance and connotation
  3. Similarity of goods or services
  4. Defendant's intent
  5. Actual confusion
  6. Sophistication of buyers or care exhibited by purchasers

Not all Factors are evenly weighted. They are fact dependent and subjectively tested on a case-by-case basis.

8th Circuit: Six Squirtco Factors

The 8th Circuit includes the following areas:

The Eighth Circuit considers the following six factors:

  1. The strength of the trademark
  2. The similarity between the mark at issue and the alleged infringer’s mark
  3. The degree to which the products compete with each other
  4. The alleged infringer’s intent in using the mark
  5. Incidents of actual confusion
  6. Whether the degree of purchaser care can eliminate the likelihood of confusion which would otherwise exist

Lovely Skin, Inc. v. Ishtar Skin Care Products, LLC, 745 F.3d 877, 887-89 (8th Cir. 2014); SquirtCo v. Seven-Up Co., 628 F.2d 1086, 1091 (8th Cir. 1980).

Rhonda Harper - Expert Witness

Rhonda Harper is routinely retained to formulate expert surveys, conduct rebuttal critiques, or construct rebuttal surveys to show the potential difference in results with properly designed and executed surveys. She has extensive experience and a deep understanding of survey design, sampling, question construction, data analysis, and methodological pitfalls that introduce bias or systematic error.

Located in Dallas, TX, Rhonda Harper has been retained by 95+ law firms since 2005. With a focus on Trademark and Trade Dress Infringement, Misleading and Deceptive Advertising, Licensing, and Commercial Reasonableness cases, Rhonda Harper has conducted hundreds of research studies, including 50+ Likelihood of Confusion and Secondary Meaning surveys. She has been deposed ~50 times and served in ~20+ trials and arbitrations.

Contact: Rhonda Harper at 214-244-4608 or rhonda@rhondaharperllc.com.