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L'enregistrement De Marque De Commerce, Un L’ENREGISTREMENT DE MARQUE DE COMMERCE, UN OUTIL IMPORTANT D’ATTAQUE ET DE DÉFENSE… À NE PAS PERDRE EN RAISON D’UN REVAMPING OU D’UNE MISE À JOUR DE LA PRÉSENTATION DE LA MARQUE PROTÉGÉE ∗ BARRY GAMACHE ROBIC, S.E.N.C.R.L. AVOCATS, AGENTS DE BREVETS ET D EMARQUE DE COMMERCE Advertisement is an absolute necessity of modern life, and if it can be made beautiful as well as obvious, so much the better for the makers of soap and the public who are likely to wash. Aubrey Beardsley, 18941 1. Introduction 2. Les avantages d’un enregistrement de marque de commerce 2.1 Le rôle de la marque de commerce 2.2 L’étendue des droits octroyés par l’enregistrement d’une marque : quelques notions pour mesurer les atouts de la marque enregistrée 2.2.1 Une description du monopole 2.2.2 Un monopole qui n’est pas limité en raison d’un contexte d’emploi 2.2.2.1 Énoncé du principe © CIPS, 2009. ∗Avocat et agent de marques de commerce, Barry Gamache est un des associés de ROBIC, S.E.N.C.R.L., un cabinet multidisciplinaire d'avocats, d'agents de brevets et d'agents de marques de commerce. L’auteur remercie madame Rita Goedike pour toutes les heures consacrées à la mise en page et la révision de ce texte, durant sa préparation, entre le 6 novembre 2008 et le 9 septembre 2009. Publié dans Développements récents en droit de la propriété intellectuelle (2009), Collection Service de la formation continue du Barreau du Québec (Cowansville: Blais, 2009). Publication 396. 1 Stanley Weintraub, Beardsley, A Biography (New York, George Braziller, 1967), page 85. Le texte de l’illustrateur A. Beardsley (1872-1898), d’où provient cet extrait, est intitulé « The Art of the Hoarding » et a été publié dans le New Review en juillet 1894. Voir également : Michael Ayrton, « British Drawings », Aspects of British Art (London, Collins, 1947), pages 54-55; « Artist Beardsley Has Joined the Catholic Church », The New York Times, 13 avril 1897, page 9, où l’ascension artistique de Beardsley était soulignée à moins d’un an de son décès. 2 2.2.2.2 Les procédures dans le cadre desquelles ce principe est pertinent 2.2.2.3 L’exemple d’une action pour contrefaçon : le cas MR. SUBMARINE 2.2.2.4 L’exemple d’une procédure devant la Cour fédérale pour obtenir la radiation d’une marque enregistrée : le cas PARMA 2.2.2.5 L’exemple d’une procédure d’opposition : le cas PREDATOR 2.2.2.6 Selon la Cour suprême, il faut examiner ce qu’un enregistrement de marque permettrait à son propriétaire de faire 2.2.2.7 Plus d’une marque peut être enregistrée et employée par un même propriétaire 2.2.3 Une exception mentionnée à l’article 19 de la Loi sur les marques de commerce: conséquences d’une invalidité de l’enregistrement pour la demanderesse qui l’invoque 2.3 L’action pour contrefaçon d’une marque enregistrée : une comparaison avec l’action pour commercialisation trompeuse 2.3.1 Quelques précisions lexicologiques 2.3.2 Commercialisation trompeuse et contrefaçon : des différences à noter 2.3.2.1 La pertinence du contexte d’emploi 2.3.2.2 La pertinence du comportement de la défenderesse 2.3.2.3 L’étendue de la protection réclamée 2.3.2.4 L’importance du libellé des marchandises ou services 2.4 L’enregistrement comme outil de défense 2.4.1 Ce qu’un enregistrement ne permet pas d’éviter 2.4.1.1 Les exigences d’autres lois 2.4.1.2 Les sanctions pour les gestes non protégés par le monopole octroyé en vertu de l’article 19 de la Loi sur les marques de commerce 2.4.2 L’enregistrement comme moyen de défense 2.4.2.1 L’arrêt Chemicals Inc. and Overseas Commodities Ltd. c. Shanahan’s Ltd. de la Cour d’appel de la Colombie-Britannique (1951) 3 2.4.2.2 L’arrêt Building Products Ltd. c. BP Canada Ltd. de la Cour de l’Échiquier (1961) 2.4.2.3 L’arrêt Molson Canada c. Oland Breweries Ltd. de la Cour d’appel de l’Ontario (2002) 2.4.2.4 D’autres décisions depuis 2002 2.4.3 La Cour suprême et le monopole prévu par l’article 19 de la Loi sur les marques de commerce 2.4.4 Le traitement en jurisprudence du paragraphe 16 des motifs du juge Binnie dans l’arrêt Veuve Clicquot Ponsardin : une révision de l’arrêt Remo Imports Ltd. c. Jaguar Cars Ltd. de la Cour d’appel fédérale 2.4.5 Les avantages « défensifs » d’un enregistrement 3. Les risques associés au revamping d’une marque de commerce enregistrée 3.1 Les instances où sont discutées les questions de revamping 3.2 Les critères développés par certaines décisions de principe pour déterminer si des changements apportés à une marque de commerce enregistrée permettent toujours de la reconnaître 3.2.1 La décision Nightingale Interloc Ltd. c. Prodesign Ltd. de la Commission des oppositions des marques de commerce (1984) 3.2.2 L’arrêt Registraire des marques de commerce c. Compagnie Internationale pour l’Informatique CII Honeywell Bull, S.A. de la Cour d’appel fédérale (1985) 3.2.3 L’arrêt Promafil Canada Ltée c. Munsingwear Inc. de la Cour d’appel fédérale (1992) 3.2.3.1 Le test applicable 3.2.3.2 Un examen des motifs de l’arrêt Honey Dew, Limited c. Rudd de 1928 et du critère « Nobody has been deceived » 3.2.3.3 De quelle confusion s’agit-il? 3.2.4 Un test auprès des acheteurs ou des consommateurs? 3.2.5 Un désistement mentionné à l’enregistrement d’une marque est-il un facteur pertinent en matière de variation? 3.2.6 Une marque ou deux? 3.2.7 Les symboles identifiant les marques de commerce sont-ils pertinents en matière de variation? 4 3.2.8 Un dernier constat 3.3 Faut-il enregistrer une marque nominale ou une marque graphique? Quelques considérations stratégiques 3.4 La Cour fédérale et le revamping : un aperçu de certaines décisions de la dernière décennie 3.4.1 L’affaire Filodoro Calze S.p.A. c. Manufacturier de bas de nylon Doris ltée/Doris Hosiery Mills Ltd. (1998) 3.4.2 L’affaire Swabey Ogilvy Renault c. Golden Brand Clothing (Canada) Ltd./Vêtements Golden Brand (Canada) ltée (2002) 3.4.3 L’affaire The House of Kwong Sang Hong International Limited c. Borden Ladner Gervais (2004) 3.4.4 L’affaire Cushman & Wakefield, Inc. c. Wakefield Realty Corporation (2004) 3.4.5 L’affaire Brouillette Kosie Prince c. Andrés Wines Ltd. (2004) 3.4.6 L’affaire Marks & Clerk c. Sparkles Photo Limited (2005) 3.4.7 L’affaire Omega SA (Omega AG) (Omega Ltd.) c. Ridout & Maybee LLP (2005) 3.4.8 L’affaire Guido Berlucchi & C. S.r.l. c. Brouillette Kosie Prince (2007) 3.4.9 L’affaire Coastal Culture Inc. c. Wood Wheeler Inc. (2007) 3.4.10 L’affaire BMW Canada Inc. c. Nissan Canada Inc. (2007) 3.4.11 L’affaire Fairweather Ltd. c. Registraire des marques de commerce (2007) 3.4.12 Les critères retenus : un constat 3.5 Le registraire et le revamping 3.5.1 Des changements mineurs à la présentation de certains mots 3.5.1.1 L’ajout ou l’omission d’un « S » marquant le pluriel ou, en anglais, le possessif 3.5.1.2 L’emploi du masculin plutôt que du féminin 3.5.1.3 L’emploi d’un mot ou de deux 3.5.1.4 La présence ou l’absence d’un trait d’union ou d’un symbole équivalent 3.5.1.5 La présence ou l’absence de points 3.5.1.6 L’ajout ou l’omission d’un article 5 3.5.1.7 Des mots inversés 3.5.1.8 L’ajout de chiffres 3.5.2 Des marques de commerce nominales pour lesquelles des ajouts ou autres changements n’ont pas été considérés comme créant de nouvelles marques de commerce 3.5.3 Des marques de commerce nominales pour lesquelles des ajouts ou autres changements ont été considérés comme créant de nouvelles marques de commerce 3.5.4 Des marques de commerce graphiques pour lesquelles des ajouts ou autres changements n’ont pas été considérés comme créant de nouvelles marques de commerce 3.5.5 Des marques de commerce graphiques pour lesquelles des ajouts ou autres changements ont été considérés comme créant de nouvelles marques de commerce 3.6 L’emploi de plusieurs marques de commerce enregistrées peut-il être démontré grâce à l’emploi d’une seule marque de commerce? 4. Conclusion 1. Introduction Les marques de commerce n’échappent pas aux exigences de la mode. Revamping, mise à jour ou actualisation : les différentes techniques de mise en marché reflètent le goût du public pour le changement. La marque de commerce, cet outil important qui permet de rassurer les consommateurs quant à la source d’un produit ou d’un service en particulier2, n’échappe pas à cette tendance3. Toutefois, dans le cas d’une marque de commerce enregistrée, le revamping de celle-ci peut-il 2 Voir à ce sujet les motifs du juge Binnie dans l’arrêt Mattel, Inc. c. 3894207 Canada Inc., [2006] 1 R.C.S. 772, au paragraphe 21. 3 Cette réalité était reconnue dans l’arrêt Promafil Canada Ltée c.
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