Scott Fetzer Co. v. House of Vacuums Inc.

United States Court of Appeals
Fifth Circuit
F I L E D
IN THE UNITED STATES COURT OF APPEALS
FOR THE FIFTH CIRCUIT August 12, 2004

Charles R. Fulbruge III
Clerk
No. 03-51118

THE SCOTT FETZER CO., a Delaware Corporation,

Plaintiff - Counter Defendant -
Appellant - Cross-Appellee,

versus

HOUSE OF VACUUMS INC., a Texas Corporation,

Defendant - Counter Claimant -
Appellee - Cross-Appellant.

--------------------
Appeals from the United States District Court
for the Western District of Texas, San Antonio
--------------------

Before SMITH, BENAVIDES, and PICKERING, Circuit Judges.

BENAVIDES, Circuit Judge:

The Scott Fetzer Company owns the Kirby Company, a

manufacturer of vacuum cleaners, as well as the KIRBY trademark and

service marks. House of Vacuums is an independent vacuum cleaner

sales and repair shop located in San Antonio. Scott Fetzer sued

House of Vacuums for unfair competition, trademark infringement,

and trademark dilution after House of Vacuums used the KIRBY mark

in an advertisement. The district court granted summary judgment

in favor of House of Vacuums on Scott Fetzer’s unfair competition

and trademark claims but refused to award attorneys’ fees to House

of Vacuums.
 No. 03-51118
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We agree with the district court that no reasonable jury could

conclude that House of Vacuums misappropriated the KIRBY mark in

any way. We also conclude that the district court did not abuse

its discretion in denying attorneys’ fees to House of Vacuums.

Therefore, we affirm the judgment of the district court.

I. Background

House of Vacuums sells new, used, and reconditioned vacuum

cleaners of several brands. Earl Farmer, the owner and sole

employee, repairs all types of vacuum cleaners. House of Vacuums

is not an authorized Kirby distributor or service center, but Mr.

Farmer typically repairs at least one Kirby vacuum cleaner per day

and occasionally sells new and slightly used Kirby vacuum cleaners

that he has acquired from Kirby distributors or through trade-ins.

Scott Fetzer and House of Vacuums first clashed in 1987, when

Scott Fetzer complained to Mr. Farmer about a House of Vacuums

yellow pages ad that depicted, among other brand logos, the KIRBY

logo. Following an exchange of letters, Scott Fetzer sent Mr.

Farmer a proposed agreement. The agreement provided that Mr.

Farmer’s advertisement could use the word “Kirby” (but not the

KIRBY logo) so long as the ad did not create an impression of

authorization, affiliation, or sponsorship. The agreement also

provided several examples of acceptable use of the KIRBY mark. Mr.

Farmer neither signed nor returned the agreement but claims to have

resolved the dispute informally through phone calls to Scott Fetzer
 No. 03-51118
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representatives. In any event, Scott Fetzer took no further

action.

Mr. Farmer reviewed the examples of acceptable use listed by

Scott Fetzer in the proposed agreement and created a yellow pages

ad that, with insignificant changes, has run ever since. The 2001

version of that ad is the subject of the current litigation. The

ad begins with the name “HOUSE OF VACUUMS” in large letters. Below

this title, two lines--“new • used • rebuilt” and “SALES • SERVICE

• PARTS • SUPPLIES”--bracket a list of thirteen different vacuum

cleaner brand names, one of which is “Kirby.” A cloud

encapsulating the words “One Day Service All Makes & Models” hovers

to the right side of this listing, and a picture of a nondescript

vacuum cleaner sits to the left side of the listing. The ad

concludes with a promise of “Free Estimates,” a telephone number,

an address, and a rudimentary map.
 No. 03-51118
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In January 2002, Scott Fetzer sent a letter objecting to the

2001 yellow pages ad. The letter demanded that House of Vacuums

cease and desist all use of the KIRBY mark and disconnect its

telephone number. Mr. Farmer refused these demands and reminded

Scott Fetzer’s attorneys of the parties’ previous interactions.

Neither party yielded.

In August 2002, Scott Fetzer filed a federal suit alleging,

under Texas and federal law, trademark infringement, unfair

competition, and trademark dilution. House of Vacuums moved

unsuccessfully to dismiss, then filed a counterclaim seeking a

declaration that House of Vacuums had not infringed or diluted the

KIRBY mark; that laches, estoppel, waiver, and acquiescence barred

Scott Fetzer’s claims; and that Scott Fetzer abandoned the KIRBY

mark. House of Vacuums moved for summary judgment, and Scott

Fetzer moved for partial summary judgment solely on the issue of

consumer confusion, an issue relevant to trademark infringement.

The district court granted summary judgment to House of

Vacuums on all Scott Fetzer’s claims and denied Scott Fetzer’s

cross-motion. With respect to Scott Fetzer’s unfair competition

and trademark infringement claims, the district court ruled that

the ad did not infringe the KIRBY mark because the ad did not

create a likelihood of consumer confusion. With respect to Scott

Fetzer’s trademark dilution claims, the district court ruled that

both federal and Texas law require a showing of actual dilution and

that Scott Fetzer had made no such showing. Finally, the district
 No. 03-51118
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court found that Scott Fetzer did not bring its claims in bad faith

and therefore refused to award attorneys’ fees to House of Vacuums.

Scott Fetzer appealed the grant of summary judgment in favor

of House of Vacuums and the denial of its own motion for partial

summary judgment. House of Vacuums cross-appealed the denial of

attorneys’ fees.

II. Trademark Infringement, Unfair Competition, and Trademark
Dilution

We turn first to the district court’s grant of summary

judgment, which we review de novo, New Orleans Assets, L.L.C. v.

Woodward, 363 F.3d 372, 374 (5th Cir. 2004). We grant summary

judgment only if the case presents no genuine issue as to any

material fact and the moving party is entitled to judgment as a

matter of law. Fed. R. Civ. P. 56(c). We must consider the

evidence in the light most favorable to the nonmovant, but if no

reasonable juror could find for the nonmovant, then summary

judgment is warranted. E. & J. Gallo Winery v. Spider Webs Ltd.,

286 F.3d 270, 274 (5th Cir. 2002). Because we conclude that no

reasonable juror could find for Scott Fetzer on any of its claims,

we affirm the district court’s grant of summary judgment.1

1
In the last paragraph of its brief, House of Vacuums
tosses in a cursory argument that we could rely on the equitable
defenses of waiver, laches, or estoppel to affirm the district
court’s grant of summary judgment. House of Vacuums has not
cited a single legal authority in support of these defenses. As
such, House of Vacuums has not adequately briefed these arguments
and we will not consider them. See Fed. R. App. P. 28(a)(9),
(b); Sport Supply Group, Inc. v. Columbia Cas. Co., 335 F.3d 453,
466 n.14 (5th Cir. 2003).
 No. 03-51118
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A. Infringement and Unfair Competition

To prove trademark infringement and unfair competition under

federal law, Scott Fetzer must show that the use of the KIRBY mark

by House of Vacuums is likely to cause confusion among consumers as

to the source, affiliation, or sponsorship of House of Vacuums’s

products or services. See 15 U.S.C.A. § 1114(1) (West 1997 & Supp.

2004); id. § 1125(a) (West 1998); Westchester Media v. PRL USA

Holdings, Inc., 214 F.3d 658, 663 (5th Cir. 2000). A “likelihood

of confusion” means that confusion is not just possible, but

probable. Westchester, 214 F.3d at 663-64. The likelihood of

confusion standard also governs Scott Fetzer’s claims for trademark

infringement and unfair competition under Texas law. See id. at

663-64 n.1; Elvis Presley Enters., Inc. v. Capece, 141 F.3d 188,

193 (5th Cir. 1998).

Scott Fetzer’s complaints focus on the 2001 House of Vacuums

yellow pages ad. Scott Fetzer argues that the words “NEW” and

“Kirby,” though not juxtaposed, suggest that House of Vacuums sells

new Kirby vacuum cleaners. According to Scott Fetzer, this

suggestion is likely to confuse consumers in two ways. First,

Scott Fetzer asserts that House of Vacuums cannot truthfully claim

to sell new Kirby vacuum cleaners because only Kirby dealers are

authorized to sell new Kirby vacuum cleaners. Second, Scott Fetzer
 No. 03-51118
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alleges that the yellow pages ad will create a false impression of

affiliation or sponsorship. Neither argument withstands scrutiny.

House of Vacuums may use the KIRBY mark to advertise that it

sells new KIRBY vacuum cleaners. Independent dealers and repair

shops may use a mark to advertise truthfully that they sell or

repair certain branded products so long as the advertisement does

not suggest affiliation with or endorsement by the markholder. See

Trail Chevrolet, Inc. v. Gen. Motors Corp., 381 F.2d 353, 354 (5th

Cir. 1967) (per curiam); accord Volkswagenwerk Aktiengesellshaft v.

Church, 411 F.2d 350, 352 (9th Cir. 1969); see generally 4 J.

Thomas McCarthy, McCarthy on Trademarks & Unfair Competition

§ 25:43 (4th ed. 2003).2 For all its bluster about authorization,

Scott Fetzer admits that new Kirby vacuum cleaners sometimes reach

independent dealers. These leaks in Scott Fetzer’s distribution

chain are well documented. See Scott Fetzer Co. v. Williamson, 101

F.3d 549, 552-53 (8th Cir. 1996). In light of this admission,

Scott Fetzer cannot rebut summary judgment evidence showing that

House of Vacuums sometimes obtains new Kirby vacuum cleaners,

albeit without authorization, and resells them to customers.3

2
House of Vacuums calls this principle “fair use,” but
fair use is a different concept. Fair use “allows a party to use
its own name or a descriptive term or device in the name or
term’s descriptive sense to describe its own goods or services.”
Pebble Beach v. Tour 18 I Ltd., 155 F.3d 526, 545 n.12 (5th Cir.
1998). Fair use is protected even if confusion is likely. Id.
3
These unauthorized sales do not violate any trademark
law. Standing alone, sales of genuine trademarked products
outside the confines of an authorized distribution system do not
(continued...)
 No. 03-51118
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Because House of Vacuums sells new Kirby vacuum cleaners, House of

Vacuums may use the KIRBY mark to advertise that fact so long as

the advertisement does not suggest affiliation with or endorsement

by Scott Fetzer.

The critical question is whether the advertisement suggests

affiliation or endorsement. In assessing whether use of a mark

creates a likelihood of confusion as to affiliation or endorsement,

we consider the “digits of confusion,” a list of factors that tend

to prove or to disprove that consumer confusion is likely.

Westchester, 214 F.3d at 664. Those factors are: (1) the type of

mark allegedly infringed; (2) the similarity between the two marks;

(3) the similarity of the products or services; (4) the identity of

retail outlets and purchasers; (5) the identity of the advertising

media used; (6) the defendant’s intent; and (7) any evidence of

actual confusion. Id.

The digits are a flexible and nonexhaustive list. See id.

They do not apply mechanically to every case and can serve only as

guides, not as an exact calculus. See Pebble Beach Co. v. Tour 18

3
(...continued)
give rise to a cause of action for trademark infringement under
federal or Texas law. See Matrix Essentials, Inc. v. Emporium
Drug Mart, Inc., 988 F.2d 587, 593 (5th Cir. 1993); John Paul
Mitchell Sys. v. Randalls Food Markets, Inc., 17 S.W.3d 721, 735-
36 (Tex. App.—Austin 2000, pet. denied). Sales of trademarked
products without authorization may constitute trademark
infringement if those products are not genuine, i.e., the product
harbors some defect (or potential defect) that customers would be
unable to detect. See Matrix, 988 F.2d 590-91; John Paul
Mitchell, 17 S.W.3d at 735-36. However, Scott Fetzer has not
developed such a theory of infringement, and we will not
construct one sua sponte.
 No. 03-51118
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I Ltd., 155 F.3d 526, 546 (5th Cir. 1998). For example, consider

two yellow pages advertisements by independent vacuum dealers, one

reading “Your Kirby Headquarters” and the other reading “Sales &

Repairs of Kirby Vacuums (not authorized by Kirby).” A court

applying the digits without regard to context would find that a

majority of the digits indicate confusion in both cases. The KIRBY

mark is strong and arbitrary and would thus indicate confusion

under the first digit. See Elvis, 141 F.3d at 201. The KIRBY

marks used in the ads would be not just similar but identical to

Scott Fetzer’s KIRBY mark; this similarity would indicate confusion

under the second digit, see id. The independent dealers’ products

and services would be identical with those offered by KIRBY-

authorized centers; this similarity would indicate confusion under

the third digit, see id. at 202. The group of consumers seeking to

purchase Kirby vacuum cleaners from the independent dealers would

overlap almost completely with the group of consumers seeking to

purchase Kirby vacuum cleaners from authorized dealers; this

similarity would indicate confusion under the fourth digit, see

Fuji Photo Film v. Shinohara Shoji Kabushiki Kaisha, 754 F.2d 591,

597 (5th Cir. 1985). Yet while the first advertisement would

plainly create a likelihood of confusion as to affiliation, the

second one just as plainly would not.

This example illustrates two important aspects of our

traditional likelihood of confusion analysis. First, we must

consider the application of each digit in light of the specific
 No. 03-51118
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circumstances of the case; otherwise, we risk inadvertently

lowering the standard of confusion. See Lyons P’ship v.

Giannoulas, 179 F.3d 384, 389-90 (5th Cir. 1999) (holding that

court must consider application of digits in light of parody claim

even when evaluating a motion for summary judgment); Pebble Beach,

155 F.3d at 547 (holding that court must consider application of

digits in light of comparative advertising claim). Whenever an

independent dealer advertises that it sells a certain marked

product in competition with authorized dealers, several of the

digits will appear to indicate confusion even if no confusion is

likely. Cf. Lyons, 179 F.3d at 389 (noting that first digit would

point to confusion in any parody case); Pebble Beach, 155 F.3d at

546-47 (recognizing that a number of digits would point to

confusion in any comparative advertising case). Therefore, we must

consider the application of each digit in light of the fact that an

independent dealer is advertising marked products.

Second, we must “consider the marks in the context that a

customer perceives them in the marketplace, which includes their

presentation in advertisements.” Elvis, 141 F.3d at 197. Context

is especially critical in a case like this one. Cf. Trail

Chevrolet, 381 F.2d at 354 (forbidding use of the CHEVROLET mark as

part of the defendant’s trade name but allowing the defendant to

state that it sold and repaired CHEVROLET cars). Prominent and

pervasive use of a mark will suggest affiliation, but mere

reference to a marked product will not. See Pebble Beach, 155 F.3d
 No. 03-51118
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at 546, 552. Therefore, in addition to the digits of confusion,

the particular context in which the mark appears must receive

special emphasis.

With these principles in mind, we turn to Scott Fetzer’s

proffered evidence of infringement, which focuses on the second,

sixth, and seventh digits. Even viewed in the light most favorable

to Scott Fetzer, this evidence is not sufficient to permit a

reasonable jury to find a likelihood of confusion as to

affiliation.

Scott Fetzer first argues that the second digit (similarity

between the marks) supports a finding of likely confusion. The

House of Vacuums ad uses the KIRBY mark, so the marks at issue are

more than similar--they are practically identical.4 As suggested

above, however, the second digit proves little about likelihood of

confusion when, as in this case, an independent dealer is using a

mark to advertise sales and repairs of the marked product.

A review of the ad, in fact, can only hurt Scott Fetzer’s

case. The context in which the KIRBY mark appears significantly

reduces any chance of confusion. The word “Kirby” is fifth in a

list of thirteen brand names and is not especially prominent.

Therefore, consumers are much less likely to conclude that House of

4
The district court erred in holding that the KIRBY mark
and “Kirby” spelled in plain letters are different in a
meaningful way. That a defendant has printed the mark in plain
letters instead of a stylized typeface does not necessarily
demonstrate lack of similarity. See Fuji, 754 F.2d at 597.
 No. 03-51118
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Vacuums is affiliated with or approved by Kirby than they would be

were the KIRBY mark emphasized in some way.

Scott Fetzer next argues that House of Vacuums intended to

confuse consumers, an inquiry relevant under the sixth digit,

Elvis, 141 F.3d at 203. Scott Fetzer contends that the district

court should have presumed intent to confuse because House of

Vacuums used a mark it knew to be owned by Scott Fetzer. In some

situations, “[a] showing that the defendant intended to use the

allegedly infringing mark with knowledge of the predecessor’s mark

may give rise to a presumption that the defendant intended to cause

public confusion.” Conan Props., Inc. v. Conans Pizza, Inc., 752

F.2d 145, 151 n.2 (5th Cir. 1985). This presumption of bad intent

is unreasonable when an independent dealer advertises its sales or

repairs of a branded product. In such cases, a defendant will

always use the plaintiff’s mark with knowledge that the plaintiff

owns the mark.

Scott Fetzer also claims to have direct evidence of intent to

confuse because Mr. Farmer admitted that he intended to attract the

attention of customers interested in purchasing or repairing Kirby

vacuum cleaners. According to Scott Fetzer, these customers would

otherwise have patronized Kirby-authorized dealers and service

centers. Intent to compete, however, is not tantamount to intent

to confuse. House of Vacuums has evinced no intent to confuse, so

the sixth digit does not support a finding of a likelihood of

confusion.
 No. 03-51118
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Finally, Scott Fetzer claims to have evidence of actual

confusion. To show actual confusion, a plaintiff may rely on

anecdotal instances of consumer confusion, see Moore Bus. Forms,

Inc. v. Ryu, 960 F.2d 486, 491 (5th Cir. 1992), or consumer

surveys, see Exxon Corp. v. Tex. Motor Exchange of Houston, Inc.,

628 F.2d 500, 506 (5th Cir. 1980). Neither Scott Fetzer’s

anecdotal evidence nor its survey evidence could reasonably support

a finding of infringement.

Scott Fetzer points to several anecdotes that purportedly

indicate consumer confusion as to the affiliation of House of

Vacuums. For example, Mr. Farmer’s deposition and several of Scott

Fetzer’s affidavits recount instances in which customers have said

they thought House of Vacuums was an authorized Kirby dealer or an

authorized Kirby repair shop. The problem with these anecdotes,

however, is that no competent evidence connects them to any

representation by House of Vacuums. The record indicates that in

many of these instances, customers assumed affiliation based on the

fact that House of Vacuums sells--with the approval of Scott

Fetzer--KIRBY-brand rug shampoos and like products. To prove

infringement, Scott Fetzer must ultimately prove that a misleading

representation by House of Vacuums, as opposed to some other

source, caused a likelihood of confusion. See Westchester, 214

F.3d at 664 (requiring that defendant’s use of mark cause

confusion); Pebble Beach, 155 F.3d at 536 (same); cf. Sebastian

Int’l v. Longs Drugs Stores Corp., 53 F.3d 1073, 1077 (9th Cir.
 No. 03-51118
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1993) (refusing to hold unauthorized seller liable for confusion

engendered by manufacturer’s own practices). Standing alone, Scott

Fetzer’s anecdotes are not sufficient to permit a reasonable jury

to infer that House of Vacuums caused the cited instances of

confusion.5

The only evidence purporting to link the yellow pages ad to

consumer confusion is a survey conducted at Scott Fetzer’s behest.

The expert who conducted the survey used Scott Fetzer’s customer

lists to construct a survey universe consisting entirely of San

Antonio residents who own a Kirby vacuum cleaner. The surveyors

showed respondents the yellow pages ad in question, then asked,

“Looking at this ad, would you say this company is in any way

affiliated with, connected with, sponsored by, associated with or

authorized by the Kirby Company?” Fifty-seven percent of survey

participants answered in the affirmative.6

5
Scott Fetzer also points to several instances in which
customers sought to purchase new Kirby vacuum cleaners at House
of Vacuums. These anecdotes also evince no link to the yellow
pages ad. Furthermore, they do not speak to any kind of
confusion; House of Vacuums does sell new Kirby vacuum cleaners
on occasion.
6
The surveyors also asked, “Looking at this same ad,
would you expect that you would be able to buy a new Kirby vacuum
cleaner from House of Vacuums?” Eighty-seven percent of survey
participants answered in the affirmative. This question does not
speak to any sort of confusion. Some consumers believe that
House of Vacuums sells new Kirby vacuum cleaners, and House of
Vacuums does occasionally sell new Kirby vacuum cleaners.
Furthermore, as discussed below, the restricted survey universe
would preclude a jury from regarding the survey as probative
evidence of confusion among potential purchasers of new KIRBY
vacuum cleaners.
 No. 03-51118
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We agree with the district court that no reasonable jury could

regard the survey presented by Scott Fetzer as evidence of

confusion. In assessing the validity of a survey, we look to two

factors: first, the manner of conducting the survey, including

especially the adequacy of the universe; and second, the way in

which participants are questioned. Exxon, 628 F.2d at 506-07.

The universe selected by Scott Fetzer’s expert severely limits

the probative value of the survey’s results. For a survey to be

valid, “the persons interviewed must adequately represent the

opinions which are relevant to the litigation.” Amstar Corp. v.

Domino’s Pizza, Inc., 615 F.2d 252, 264 (5th Cir. 1980). In an

infringement action, “the appropriate universe should include a

fair sampling of those purchasers most likely to partake of the

alleged infringer’s goods or services.” Id. The universe in Scott

Fetzer’s survey consisted entirely of persons who purchased Kirby

vacuum cleaners through Scott Fetzer. This group is uniquely

familiar with Scott Fetzer’s marketing and distribution techniques.

Thus, the survey says nothing about the ad’s effect on the class of

potential consumers of new Kirby vacuum cleaners, a class that

includes a large proportion of persons who have not yet purchased

a Kirby. The survey might reveal slightly more about the ad’s

effect on the class of potential purchasers of repairs for Kirby

vacuum cleaners, a class which presumably includes a high

proportion of Kirby vacuum cleaner owners. Even with respect to

this class, however, the universe is suspiciously underinclusive;
 No. 03-51118
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at least some potential purchasers of repairs will have acquired

their Kirby vacuum cleaners second-hand and therefore will not

appear on Scott Fetzer’s lists.

In any event, flaws in the questions asked prevent the survey

from proving confusion even among potential consumers of Kirby

repairs. First, the surveyors asked whether House of Vacuums “is

in any way affiliated with, connected with, sponsored by,

associated with or authorized by” Kirby. The use of the phrase “in

any way” prodded survey participants to search for any connection,

no matter how attenuated, between the two companies. Second, the

survey question suggested a connection between House of Vacuums and

Kirby instead of permitting participants to make their own

associations. A survey question that begs its answer by suggesting

a link between plaintiff and defendant cannot be a true indicator

of the likelihood of consumer confusion. Universal City Studios,

Inc. v. Nintendo Co., Ltd., 746 F.2d 112, 118 (2d Cir. 1984).

Usually, methodological flaws in a survey bear on the weight

the survey should receive, not the survey’s admissibility. See

C.A. May Marine Supply Co. v. Brunswick Corp., 649 F.2d 1049, 1055

n.10 (5th Cir. 1981) (dictum); Holiday Inns, Inc. v. Holiday Out In

Am., 481 F.2d 445, 447 (5th Cir. 1973). Scott Fetzer argues that

its presentation of survey evidence precludes summary judgment

because a court may not weigh evidence or make credibility

determinations when reviewing a motion for summary judgment, see

Sport Supply Group, Inc. v. Columbia Cas. Co., 335 F.3d 453, 456-57
 No. 03-51118
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(5th Cir. 2003). In some cases, however, serious flaws in a survey

will make any reliance on that survey unreasonable. See Bank of

Tex. v. Commerce Southwest, Inc., 741 F.2d 785, 789 (5th Cir. 1984)

(upholding judgment notwithstanding the verdict even though verdict

was supported by survey evidence). Otherwise, any survey, no

matter how tendentious, would force the parties to trial. Thus,

although minor methodological flaws will affect weight rather than

admissibility, a survey can be “so badly flawed that it cannot be

used to demonstrate the existence of a question of fact on the

likelihood of consumer confusion.” Universal, 746 F.2d at 118.

No reasonable jury could view the proffered survey as evidence

of confusion among relevant consumers. The survey thus debunked,

nothing links Scott Fetzer’s anecdotal evidence of confusion to the

yellow pages ad at issue, and in the absence of any reasonably

credible anecdotal or survey evidence, Scott Fezter lacks evidence

of actual confusion.

In sum, no reasonable jury could conclude that the House of

Vacuums yellow pages ad creates a likelihood of confusion.

Therefore, House of Vacuums is entitled to summary judgment on

Scott Fetzer’s claims of trademark infringement and unfair

competition.

B. Dilution

Trademark dilution is the weakening of the ability of a mark

to clearly and unmistakably distinguish the source of a product.
 No. 03-51118
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See 15 U.S.C.A. § 1127 (West Supp. 2004); Horseshoe Bay Resort

Sales Co. v. Lake Lyndon B. Johnson Improvement Corp., 53 S.W.3d

799, 812 (Tex. App.—Austin 2001, pet. denied).7 Dilution may occur

through blurring or tarnishing. Westchester, 214 F.3d at 670 n.12.

Blurring involves a diminution in the uniqueness or individuality

of a mark because of its use on unrelated goods. See id. See

generally 4 McCarthy, supra, § 24:68. Tarnishing occurs when a

trademark is “‘linked to products of shoddy quality, or is

portrayed in an unwholesome or unsavory context,’ with the result

that ‘the public will associate the lack of quality or lack of

prestige in the defendant’s goods with the plaintiff’s unrelated

goods.’” Hormel Foods Corp. v. Jim Henson Productions, 73 F.3d

497, 507 (2d Cir. 1996) (quoting Deere & Co. v. MTD Prods., Inc.,

41 F.3d 39, 43 (2d Cir. 1994)). See generally 4 McCarthy, supra,

§ 24:69.8

7
The Federal Trademark Dilution Act (“FTDA”) bars
“another person’s commercial use in commerce of a mark or trade
name, if such use begins after the mark has become famous and
causes dilution of the distinctive quality of the mark.” 15
U.S.C.A. § 1125(c)(1) (West 1998). Texas’s anti-dilution statute
provides relief to owners of “distinctive” marks. See Express
One Int’l, Inc. v. Steinbeck, 53 S.W.3d 895, 899 (Tex App.—Dallas
2001, no pet.). House of Vacuums does not contest that the
KIRBY mark became famous before appearing in the House of Vacuums
ad. Nor does House of Vacuums dispute that the KIRBY mark is
distinctive. Therefore, we will not analyze these statutory
requirements for purposes of this case. Cf. Moseley v. V Secret
Catalogue, Inc., 537 U.S. 418, 432 (2003).
8
In its most recent analysis of dilution law, the
Supreme Court cast doubt on whether the FTDA creates a cause of
action for tarnishing. Moseley, 537 U.S. at 432. The Court
(continued...)
 No. 03-51118
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Scott Fetzer alludes to both blurring and tarnishing, but its

theory of dilution is essentially one of tarnishing. When

authorized service centers rebuild a Kirby vacuum cleaner, they use

all new parts. House of Vacuums, however, sometimes uses used

parts. This practice, says Scott Fetzer, makes Kirby vacuum

cleaners rebuilt by House of Vacuums inherently inferior to Kirby

vacuum cleaners rebuilt by authorized service centers. Scott

Fetzer complains that customers will link the KIRBY mark to these

purportedly inferior products.

Scott Fetzer’s theory of tarnishing is untenable, and its

dilution claims fail as a matter of law.9 Trademark law does not

8
(...continued)
noted that tarnishing “was prominent in litigation brought under
state antidilution statutes” and “was mentioned in the [federal]
legislative history,” but the Court questioned whether the
statutory text embraced tarnishing. Id. The Court observed that
“the contrast between the state statutes, which expressly refer
to both ‘injury to business reputation’ and to ‘dilution of the
distinctive quality of a trade name or trademark,’ and the
federal statute which refers only to the latter, arguably
supports a narrower reading of the FTDA.” Id.; cf., e.g., Tex.
Bus. & Com. Code § 16.29 (Vernon 2002) (making actionable “an act
likely to injure a business reputation or to dilute the
distinctive quality of a mark”). We have previously assumed that
tarnishing is actionable under federal law, see, e.g.,
Westchester, 214 F.3d at 670 n.12, and House of Vacuums has
advanced no argument that it is not. Therefore, we will continue
our previous assumption for purposes of this case. Even if this
assumption proves incorrect, the outcome of this case would be
the same: Scott Fetzer’s federal dilution claims fail as a matter
of law.
9
Although the district court’s conclusion was correct,
the district court’s explication of federal and Texas law was
erroneous in two respects.
First, the district court erred in describing the showing
necessary under the FTDA. The district court correctly noted
(continued...)
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entitle markholders to control the aftermarket in marked products.

Ty, Inc. v. Perryman, 306 F.3d 509, 513 (7th Cir. 2002). Granted,

consumers will naturally associate a used, repaired, or rebuilt

product with the mark it bears. As a quick glance at any

classifieds section shows, reference to a used or repaired item’s

trademark will often be the only feasible way to announce the

item’s availability for sale. See id. at 512. Moreover, consumers

will often base their opinion of a product on the product’s

performance after months or years of use and periodic repairs.

These phenomena are necessary and unremarkable offshoots of a

robust aftermarket in trademarked products, not evidence of

dilution.

Concluding otherwise would convert anti-dilution laws into a

tool for manufacturers to police independent repair shops and

second-hand sales. Scott Fetzer’s theory would allow a markholder

9
(...continued)
that to prevail on its federal dilution claim, Scott Fetzer must
show actual dilution, not just a likelihood of dilution. See
Moseley v. V Secret Catalogue, Inc., 537 U.S. 418, 433 (2003).
But the district court erred when it faulted Scott Fetzer for not
offering evidence of lost profits or other damages. The
requirement that a plaintiff show actual dilution “does not mean
that the consequences of dilution, such as an actual loss of
sales or profits, must also be proved.” Id.
Second, the district court misstated Scott Fetzer’s burden
under Texas anti-dilution law. The district court erroneously
held that the Texas anti-dilution statute, Tex. Bus. & Com. Code
Ann. § 16.29 (Vernon 2002), requires a showing of actual
dilution. In contrast to the FTDA, Texas anti-dilution law
requires that the plaintiff establish “an act likely to injure a
business reputation or to dilute the distinctive quality of a
mark.” Id. (emphasis added); see Westchester, 214 F.3d at 670 &
n.16.
 No. 03-51118
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to cry dilution every time a resold or repaired product reflected

poorly on the mark it bore. Under this theory, any rusted-out

Impala “for sale” on blocks in a front yard would give rise to a

cause of action for diluting the CHEVROLET mark. We refuse to

encourage anti-dilution law to metastasize in this manner.

Thus, the district court’s conclusion was correct. House of

Vacuums is entitled to summary judgment on Scott Fetzer’s claims of

dilution.

III. Attorneys’ Fees

On cross-appeal, House of Vacuums contests the district

court’s refusal to award attorneys’ fees. The Lanham Act permits

a court to award reasonable attorneys’ fees to a prevailing party

“in exceptional cases.” 15 U.S.C.A. § 1117(a) (West Supp. 2004).

We review a decision to award attorneys’ fees under § 1117 for

abuse of discretion and the district court’s finding as to whether

the case is exceptional for clear error. Procter & Gamble Co. v.

Amway Corp., 280 F.3d 519, 528 (5th Cir. 2002).

To recover attorneys’ fees, “[t]he prevailing party must

demonstrate the exceptional nature of the case by clear and

convincing evidence.” Id. at 526. To demonstrate that a case is

exceptional, in turn, the defendant must show that the plaintiff

brought the case in bad faith. Id. at 527-528 & n.12; Fuji, 754

F.2d at 602. A district court should consider the objective merits

of the suit in determining whether the plaintiff acted in bad

faith. Procter & Gamble, 280 F.3d at 527. However, a party has
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not acted in bad faith simply by predicating its legal claim on a

controversial and unsettled legal theory. Id. at 531-32.

The district court did not clearly err or abuse its

discretion. Scott Fetzer’s infringement claims do not withstand

careful scrutiny, but they are not so implausible as to necessitate

an inference of bad faith. Likewise, Scott Fetzer’s dilution

claims are novel and expansive but not so outlandish that they

could not have been brought in good faith.

House of Vacuums complains that a large, well funded

corporation has sued a small, one-man shop. However, a district

court cannot consider the parties’ relative economic positions

when determining whether a case is exceptional. Texas Pig Stands,

Inc. v. Hard Rock Cafe Int’l, Inc., 951 F.2d 684, 697 (5th Cir.

1992). Therefore, we affirm the district court’s denial of

attorneys’ fees.

IV. Conclusion

The district court correctly concluded that House of Vacuums

was entitled to summary judgment on Scott Fetzer’s claims of unfair

competition, trademark infringement, and trademark dilution.

Furthermore, the district court did not abuse its discretion by

denying attorneys’ fees to House of Vacuums.

AFFIRMED.
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