Match Group, LLCv.Pooria Shahin

Trademark Trial and Appeal Board

Feb 11, 2021

91241077 (T.T.A.B. Feb. 11, 2021)

Hearing: February 9, 2021 Mailed: February 11, 2021

UNITED STATES PATENT AND TRADEMARK OFFICE
_____

Trademark Trial and Appeal Board
_____

Match Group, LLC
v.
Pooria Shahin
_____

Opposition No. 91241077
_____

Jonathan D. Reichman, Jeremy S. Boczko, and Jessica Cohen-Nowak of Hunton
Andrews Kurth LLP for Match Group, LLC.

Pooria Shahin, pro se.
_____

Before Bergsman, Coggins and Johnson, Administrative Trademark Judges.

Opinion by Bergsman, Administrative Trademark Judge:

Pooria Shahin (Applicant) seeks registration on the Principal Register of the mark
beender, in standard character form, for “computer application software for mobile
phones, namely, software for social introduction and dating,” in International Class
9.1

1 Serial No. 87589562 filed August 30, 2017, under Section 1(b) of the Trademark Act,
15 U.S.C. § 1051(b), based on Applicant’s claim of a bona fide intent to use his mark in
commerce.
This Opinion Is Not a
Precedent of the TTAB
Precedent of the TTAB
PrePrecedent of the TTAB
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Match Group, LLC (Opposer) opposes the registration of Applicant’s mark under
Section 2(d) of the Trademark Act, 15 U.S.C. § 1052(d), on the ground that Applicant’s
mark so resembles Opposer’s registered mark TINDER, in standard character form,
for the goods and services listed below as to be likely to cause confusion:
Downloadable software in the nature of a mobile
application for internet-based dating and matchmaking;
downloadable software in the nature of a mobile
application in the field of social media, namely, for sending
status updates to subscribers of web feeds, uploading and
downloading electronic files to share with others, in
International Class 9;2 and
Dating services; Internet-based social networking,
introduction and dating services, in International Class
45.3
Opposer also alleges common law rights in the TINDER mark as is relates to the
above-identified services.
In addition, Opposer alleges that Applicant’s mark will dilute the distinctive
quality of Opposer’s famous TINDER mark under Section 43(c) of the Trademark Act,
15 U.S.C. § 1127(c).
Applicant, in his Answer, denies the salient allegations of the Notice of Opposition.
I. The Record
The record includes the pleadings and, by operation of Trademark Rule 2.122(b),
37 C.F.R. § 2.122(b), the file of Applicant’s application for his beender trademark.4

2 Registration No. 4479131 registered February 4, 2014; Combined Sections 8 and 15
declaration accepted and acknowledged.
3 Registration No. 4976225 registered June 14, 2016.
4 Therefore, it was not necessary for Opposer to introduce a copy of Applicant’s application at
24 TTABVUE.
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Only Opposer introduced testimony and evidence. Opposer introduced the testimony
and evidence set forth below:
A. Notice of reliance on copies of Opposer’s pleaded registrations printed
from the USPTO’s Trademark Status and Document Retrieval system
(TSDR) showing the current status of and title to the registrations;5
B. Notice of reliance on excerpts from Applicant’s discovery deposition;6
C. Notice of reliance on Applicant’s amended responses to Opposer’s first
set of interrogatories;7
D. Notice of reliance on Applicant’s responses to Opposer’s second set of
interrogatories;8
E. Notice of reliance on Applicant’s responses to Opposer’s first request for
production of documents;9

5 23 TTABVUE 22-30 and 38-45. Opposer also introduced copies of four additional TINDER
registrations. Because Opposer did not plead ownership of those registrations in the Notice
of Opposition, Opposer did not give Applicant notice it was relying on them. Accordingly, we
do not give those registrations any further consideration.
6 25 TTABVUE. The USPTO posted the portions of Applicant’s discovery deposition
designated as confidential at 26 TTABVUE.
7 28 TTABVUE 7-23.
8 28 TTABVUE 25-33.
9 28 TTABVUE 25-55. Responses to a request for production of documents introduced through
a notice of reliance are admissible solely for purposes of showing that a party has stated that
there are no responsive documents; documents produced in response to the requests are
generally not admissible by notice of reliance alone. Trademark Rule 2.120(j)(3)(ii), 37 C.F.R.
§ 2.120(j)(3)(ii); see also City Nat’l Bank v. OPGI Mgmt. GP Inc./Gestion OPGI Inc., 106
USPQ2d 1668, 1674 n.10 (TTAB 2013) (responses to document production requests are
admissible solely for purposes of showing that a party has stated that there are no responsive
documents); ShutEmDown Sports Inc. v. Lacy, 102 USPQ2d 1036 n.7 (TTAB 2012) (written
responses to document requests indicating that no documents exist may be submitted by
notice of reliance).
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F. Notice of reliance Applicant’s responses Opposer’s first requests for
admission;10
G. Notice of reliance on Applicant’s responses to Opposer’s second request
for production of documents;11
H. Notice of reliance on copies of 19 news articles posted on the Internet
referring to Opposer and Opposer’s TINDER trademark;12 and
I. Testimony declaration of Evan Bonnstetter, Opposer’s Director of
Communications.13
II. Entitlement to a Statutory Cause of Action.
Even though Applicant does not contest it, Opposer’s entitlement to a statutory
cause of action, formerly referred to as “standing,”14 is a threshold issue in every inter
partes case. See Corcamore, LLC v. SFM, LLC, 978 F.3d 1298, 2020 USPQ2d 11277
(Fed. Cir. 2020); Australian Therapeutic Supplies Pty. Ltd. v. Naked TM, LLC,
965 F.3d 1370, 2020 USPQ2d 10837 (Fed. Cir. 2020); Empresa Cubana Del Tabaco v.
Gen. Cigar Co., 753 F.3d 1270, 111 USPQ2d 1058, 1062 (Fed. Cir. 2014). To establish

10 28 TTABVUE 57-85. A party may introduce only an admission to a request for admission
through a notice of reliance. Trademark Rule 2.120(k)(3)(i), 37 C.F.R. § 2.120(k)(3)(i). A denial
or statement that the responding party cannot respond to the request does not establish the
truth or falsity of the assertion, but rather leaves the matter for proof at trial. Life Zone Inc.
v. Middleman Grp. Inc., 87 USPQ2d 1953, 1957 n.10 (TTAB 2008) (denials to requests for
admission inadmissible because “unlike an admission (or a failure to respond which
constitutes an admission), the denial of a request for admission establishes neither the truth
nor the falsity of the assertion, but rather leaves the matter for proof at trial.”). As such, we
have considered only the admissions to the requests for admission.
11 28 TTABVUE 87-92.
12 29 TTABVUE. Exhibit I (29 TTABVUE 84) is not a complete article; rather it is an
introduction to an article to which one must join Business Insider Prime to access. Exhibits
R-W are dictionary definitions. (29 TTABVUE 184-224).
13 30 TTABVUE.
14 Our decisions have previously analyzed the requirements of §§ 1063 and 1064 under the
rubric of “standing.” We now refer to this inquiry as entitlement to a statutory cause of action.
Despite the change in nomenclature, our prior decisions and those of the Federal Circuit
interpreting “standing” under §§ 1063 and 1064 remain applicable.
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entitlement to a statutory cause of action, a plaintiff must demonstrate: (i) an interest
falling within the zone of interests protected by the statute and (ii) proximate
causation. Corcamore, 2020 USPQ2d 11277 at *4. See also Empresa Cubana,
111 USPQ2d at 1062; Ritchie v. Simpson, 170 F.3d 1092, 50 USPQ2d 1023, 1025 (Fed.
Cir. 1999); Lipton Indus., Inc. v. Ralston Purina Co., 670 F.2d 1024, 213 USPQ 185,
189 (TTAB 1982).
Because Opposer has properly introduced into evidence copies of its pleaded
registrations showing the current status of and title to the registrations, Opposer has
established its entitlement to a statutory cause of action. Cunningham v. Laser Golf
Corp., 222 F.3d 943, 55 USPQ2d 1842, 1844 (Fed. Cir. 2000); Primrose Ret. Cmtys.,
LLC v. Edward Rose Senior Living, LLC, 122 USPQ2d 1030, 1032 (TTAB 2016)
(standing established based on pleaded registration made of record).
III. Priority
Because Opposer’s pleaded registrations are properly of record, priority is not an
issue as to the mark and goods and services covered by the registrations. See Mini
Melts, Inc. v. Reckitt Benckiser LLC, 118 USPQ2d 1464, 1469 (TTAB 2016) (citing
King Candy Co. v. Eunice King’s Kitchen, Inc., 496 F.2d. 1400, 182 USPQ 108, 110
(CCPA 1974)).
IV. Likelihood of Confusion
We base our determination under Section 2(d) on an analysis of all of the probative
facts in evidence that are relevant to the factors bearing on the likelihood of confusion.
In re E. I. du Pont de Nemours & Co., 476 F.2d 1357, 177 USPQ 563, 567 (CCPA 1973)
(“DuPont”), cited in B&B Hardware, Inc. v. Hargis Indus., Inc., 575 U.S. 138,
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113 USPQ2d 2045, 2049 (2015). See also In re Majestic Distilling Co., 315 F.3d 1311,
65 USPQ2d 1201, 1203 (Fed. Cir. 2003). “In discharging this duty, the thirteen
DuPont factors ‘must be considered’ ‘when [they] are of record.’” In re Guild Mortg.
Co., 912 F.3d 1376, 129 USPQ2d 1160, 1162 (Fed. Cir. 2019) (quoting In re Dixie
Rests. Inc., 105 F.3d 1405, 41 USPQ2d 1531, 1533 (Fed. Cir. 1997) and DuPont,
177 USPQ at 567). “Not all DuPont factors are relevant in each case, and the weight
afforded to each factor depends on the circumstances. Any single factor may control
a particular case.” Stratus Networks, Inc. v. UBTA-UBET Commc’ns Inc., 955 F.3d
994, 2020 USPQ2d 10341, *3 (Fed. Cir. 2020) (citing Dixie Rests., 41 USPQ2d at 1406-
07).
“Each case must be decided on its own facts and the differences are often subtle
ones.” Indus. Nucleonics Corp. v. Hinde, 475 F.2d 1197, 177 USPQ 386, 387 (CCPA
1973). In any likelihood of confusion analysis, two key considerations are the
similarities between the marks and the similarities between the goods or services.
See In re Chatam Int’l Inc., 380 F.3d 1340, 71 USPQ2d 1944, 1945-46 (Fed. Cir. 2004);
Federated Foods, Inc. v. Fort Howard Paper Co., 544 F.2d 1098, 192 USPQ 24, 29
(CCPA 1976) (“The fundamental inquiry mandated by § 2(d) goes to the cumulative
effect of differences in the essential characteristics of the goods and differences in the
marks.”). See also In re i.am.symbolic, llc, 866 F.3d 1315, 123 USPQ2d 1744, 1747
(Fed. Cir. 2017) (“The likelihood of confusion analysis considers all DuPont factors for
which there is record evidence but ‘may focus … on dispositive factors, such as
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similarity of the marks and relatedness of the goods.’”) (quoting Herbko Int’l, Inc. v.
Kappa Books, Inc., 308 F.3d 1156, 64 USPQ2d 1375, 1380 (Fed. Cir. 2002)).
A. The fame of Opposer’s TINDER mark.
This DuPont factor requires us to consider the fame of Opposer’s mark. Fame, if
it exists, plays a dominant role in the likelihood of confusion analysis because famous
marks enjoy a broad scope of protection or exclusivity of use. A famous mark has
extensive public recognition and renown. Bose Corp. v. QSC Audio Prods. Inc.,
293 F.3d 1367, 63 USPQ2d 1303, 1305 (Fed. Cir. 2002); Recot Inc. v. M.C. Becton,
214 F.3d 1322, 54 USPQ2d 1894, 1897 (Fed. Cir. 2000); Kenner Parker Toys, Inc. v.
Rose Art Indus., Inc., 963 F.2d 350, 22 USPQ2d 1453, 1456 (Fed. Cir. 1992).
Fame may be measured indirectly by the volume of sales of and advertising
expenditures for the goods and services identified by the marks at issue, “the length
of time those indicia of commercial awareness have been evident,” widespread critical
assessments and through notice by independent sources of the products identified by
the marks, as well as the general reputation of the products and services. Bose Corp.
v. QSC Audio Prods. Inc., 63 USPQ2d at 1305-06 and 1309. Raw numbers alone may
be misleading, however. Thus, some context in which to place raw statistics may be
necessary, for example, market share or sales, or advertising figures for comparable
types of goods. Id. at 1309. Other contextual evidence probative of the renown of a
mark may include,
● extent of catalog and direct mail advertising, email blasts, customer calls,
and use of social media platforms, such as Twitter, Instagram, Pinterest, and
Facebook, identifying the number of followers;
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● the number of consumers that Opposer solicits through its advertising
throughout the year;
● local, regional, and national radio and television advertising campaigns, free-
standing print campaigns, and mentions in national publications;
● unsolicited media attention; and
● product placement in television and in movies.
Omaha Steaks Int’l, Inc. v. Greater Omaha Packing Co., 908 F.3d 1315, 128 USPQ2d
1686, 1690-91 (Fed. Cir. 2018).
Finally, because of the extreme deference that we accord a famous mark in terms
of the wide latitude of legal protection it receives, and the dominant role fame plays
in the likelihood of confusion analysis, Opposer has the duty to prove the fame of its
mark clearly. Coach Servs., Inc. v. Triumph Learning LLC, 668 F.3d 1356,
101 USPQ2d 1713, 1720 (Fed. Cir. 2012), citing Leading Jewelers Guild Inc. v. LJOW
Holdings LLC, 82 USPQ2d 1901, 1904 (TTAB 2007).
In the likelihood of confusion analysis, “fame ‘varies along a spectrum from very
strong to very weak.’” Joseph Phelps Vineyards, LLC v. Fairmont Holdings, LLC,
857 F.3d 1323, 122 USPQ2d 1733, 1734 (Fed. Cir. 2017) (quoting In re Coors Brewing
Co., 343 F.3d 1340, 68 USPQ2d 1059, 1063 (Fed. Cir. 2003)).
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Opposer alleges that TINDER is a famous mark15 and reasserts that TINDER is
famous in its brief.16 To prove the fame of TINDER, Opposer introduced the evidence
set forth below:17
● Opposer released its TINDER app in August 2012, “as an innovative social
media platform to allow users to view photos and short profiles of potential social
companions within certain geographical radius.”18
● “By the start of 2020,” 70 million U.S. customers had downloaded the TINDER
app.”19
● “Indeed, the TINDER® app is the only dating app that is consistently reported
as one of the top five, if not the highest grossing non-gaming app on Apple’s iOS and
the Google’s Play store in both the U.S. and worldwide.”20

15 Notice of Opposition ¶14 (1 TTABVUE 6).
16 Opposer’s Brief, pp. 13-16 (38 TTABVUE 19-22). At oral argument, Applicant conceded
that TINDER is commercially strong.
17 Because trademark rights are territorial, testimony and evidence regarding Opposer’s
foreign use of its mark is irrelevant to the issues in this proceeding. See Double J of Broward
Inc. v. Skalony Sportswear GmbH, 21 USPQ2d 1609, 1612 (TTAB 1991); Oland’s Breweries
[1971] Ltd. v. Miller Brewing Co., 189 USPQ 481, 483 n.2 (TTAB 1975) (use or promotion of
a mark confined to a foreign country, including Canada, is immaterial to ownership and
registration in U.S.), aff’d, 548 F.2d 349, 192 USPQ 266 (CCPA 1976). Therefore, Bonstetter’s
testimony regarding the global revenue Opposer derived from the TINDER app from 2013
through 2019 is irrelevant because Bonstetter did not testify as to revenue Opposer derived
from the U.S. Bonstetter Decl. ¶9 (30 TTABVUE 4). See also Bonstetter Decl. ¶12 (30
TTABVUE 4) (“In 2016, [Opposer] announced that it had surpasses 100 million downloads of
its TINDER® app worldwide.”); Bonstetter Exhibit C (30 TTABVUE 214-216) (providing
statistics that are not limited to the U.S. market). In view of the fact that Opposer has the
duty to prove the fame of its mark clearly, we do not consider any testimony that is not
expressly limited to use of TINDER in the United States.
18 Bonnstetter Decl. ¶7 (30 TTABVUE 3).
19 Id. at ¶12 (30 TTABVUE 4).
20 Id. at ¶14 (30 TTABVUE 5).
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● Business Of Apps website (businessofapps.com) (December 21, 2018) reports
that “Among online US adults aged 18+, the % who use Tinder” include 35% ages 18-
24, 25% ages 25-34, and 20% ages 35-44.21 This website is probative that the
preceding information has been reported.
● Ian Blair reports on “Tinder Revenue and Usage Statistics Breakdown”
(buildfire.com/finder-statistics/) that TINDER generated $14.95 million in September
2018, in the United States, making it the third-largest, non-game revenue generator
in the Apple iOS platform behind Netflix and Tencent and ahead of YouTube,
Pandora and Hulu.22 Blair also reports that TINDER is the third-largest grossing
iPhone app worldwide behind Netflix and Fortnite and ahead of Pandora Music,
Pokémon Go, Hulu and HBO NOW.23 Finally, he reports that TINDER is the fifth-

21 Bonnstetter Decl. Exhibit B-4 (30 TTABVUE 47). The document is probative to the limited
extent that Mr. Bonnstetter testified that this is what a widely reported third party study
concluded. Id. at ¶13 (30 TTABVUE 5). He did not testify that the study was accurate. The
probative value of Internet documents is limited. They can be used to demonstrate what the
documents show on their face. However, parties may not use documents obtained through
the Internet to demonstrate the truth of what has been printed. See, e.g., Spiritline Cruises
LLC v. Tour Mgmt. Servs., Inc., 2020 USPQ2d 48324, *2 (TTAB 2020) (Internet printouts
and other materials properly introduced under a notice of reliance without supporting
testimony considered only for what they show on their face rather than for the truth of the
matters asserted); Milwaukee Elec. Tool Corp. v. Freud Am., Inc., 2019 USPQ2d 460354, *4
(TTAB 2019) (same for website, Internet printouts and other materials), complaint filed, No.
20-cv-109 (M.D.N.C. Feb. 3, 2020); Ricardo Media Inc. v. Inventive Software, LLC, 2019
USPQ2d 311355, *2 (TTAB 2019) (unaccompanied by testimony, articles from the Internet
may not be considered for the truth of the matters asserted but are admissible for what they
show on their face); Optimal Chem. Inc. v. Srills LLC, 2019 USPQ2d 338409, *2 n.13 (TTAB
2019) (website printouts are hearsay and admissible under notice of reliance for what they
show on their face but may not be relied upon for the truth of the matters asserted unless
supported by testimony or other evidence).
22 Bonstetter Decl. Exhibit B-9 (30 TTABVUE 130-131). See the previous footnote regarding
the probative value of the Internet evidence.
23 Id. at 131.
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highest ranking Android app in the Google Play Store in the U.S. earning revenues
of $14.54 million in November 2018.24 This website is probative that the preceding
information has been reported.
In addition, Opposer’s TINDER software has been the subject of numerous articles
posted in the Internet. For example,
● Tech website (huffingtonpost.com)
Bianca Bosker, “Why Tinder Has Us Addicted: The Dating App Gives You Mind-
Reading Powers (April 9, 2013), reports “Tinder, a dating app for the iPhone, has
become so wildly popular in the six months since its launch that it’s already spawned
its own malady: Tinderitis, or the sensation of having a sore thumb from swiping to
approve or reject the faces of people offered up as potential date material.”25
● The Verge Website (theverge.com)
Chris Welch, “Tinder dating app expands to Android after finding huge success on
iOS” (July 16, 2013), reports “Tinder, the simplistic, swipe-based dating app that’s
exploded in popularity since launching on iOS last year, is finally expanding to
Android. … Like SnapChat’s meteoric rise, Tinder’s success can be attributed largely
to simplicity.”26
● Mating Rituals website (thecut.com)
Ann Friedman, “How Tinder Solved Online Dating for Women” (October 10, 2013).

24 Id.
25 29 TTABVUE 8.
26 29 TTABVUE 16-17.
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In July, most of my single female friends weren’t playing
around with online dating at all. They were busy with work
and friends and not looking to settle down immediately, so
why put the time and effort into meticulously constructing
a profile, screening dozens of messages, and going on dates
with guys who look nothing like their pictures? By August,
all they could talk about was Tinder. They were meeting a
couple of men a week. By September, two were exclusively
dating guys they’d met via the app. My friend Jenny refers
to her boyfriends as her “Tinderoni.”27
● New York Times website (nytimes.com)
Nick Bilton, “Tinder, the Fast-Growing Dating App, Taps an Age-Old Truth”
(October 29, 2014)
While conventional online dating sites have been around
longer, they haven’t come close to the popularity of Tinder.
Scientists and relationship specialists who study online
dating suggest it isn’t what Tinder is doing correctly, but
rather what earlier dating sites have done wrong.28
● The Bustle website (bustle.com) (June 6, 2018) ranked TINDER as the most
popular dating app among millennials in 2018.29
● Digital Trends website (digitaltrends.com)
Joshua Fruhlinger, “It’s over: Tinder won the dating wars. Swipe or stay home”
(August 2, 2018)
[R]egardless of the choices singles are making when it
comes to dating apps, one thing is clear according to app
usage data: As of this summer, people are choosing Tinder,
and the swipey dating app’s popularity is only growing as
others’ numbers slump.

27 29 TTABVUE 19.
28 29 TTABVUE 33.
29 29 TTABVUE 55.
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In other words, Tinder won the dating app war. By a large
margin.
According to Facebook app login token data tracked by
Thinknum, Tinder usage is at the highest it’s been. In fact,
as of this week, login, beating out both Spotify and Candy
Crush Saga for the first time. In other words, that means
that as of today, before people are even thinking about
listening to some tunes or playing the most popular mobile
game in the world, they’re turning to Tinder to get some
love. Tinder is the most used app via Facebook.30
___
When a single person then considers the fact that the vast
majority of other single people are on Tinder, just like a
night club, they realize that that’s the place they need to
be.31
● Business of Apps website (businessofapps.com) (December 21, 2018) describes
TINDER as “an irreducible element in the modern dating landscape.”32
● New York Times website (nytimes.com)
Brook Lea Foster, “The Tinder Dating Pool Isn’t Completely Shallow” (March 26,
2016)
Still the app has become so popular that couples are
shedding some of the shame associated with meeting on it.
Many are proudly incorporating Tinder into their
engagement or wedding ceremonies.33

30 29 TTABVUE 66-68.
31 29 TTABVUE 74.
32 29 TTABVUE 89.
33 29 TTABVUE 145.
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● Urban Dictionary (urbandictionary.com) defined “Tinder Bender” as, inter alia,
“a verb used to describe a spree of Tinder dates (meeting multiple people from the
dating app Tinder) over a short amount of time.”34
Based on this record, especially the unsolicited references to TINDER in news
articles posted on the Internet, we find that TINDER falls on the very strong side of
the spectrum of very strong to very weak and, thus, TINDER is entitled to a broad
scope of protection.
B. The similarity or dissimilarity and nature of the goods and
services.

We consider the goods and services as Applicant and Opposer describe them in
the application and registrations. Stone Lion Capital Partners, LP v. Lion Capital
LLP, 746 F.3d 1317, 110 USPQ2d 1157, 1161 (Fed. Cir. 2014); Octocom Sys, Inc. v.
Houston Comput. Servs. Inc., 918 F.2d 937, 16 USPQ2d 1783, 1787 (Fed. Cir. 1990)
(“The authority is legion that the question of registrability of an applicant’s mark
must be decided on the basis of the identification of goods set forth in the application
regardless of what the record may reveal as to the particular nature of an applicant’s
goods, the particular channels of trade or the class of purchasers to which the sales
of goods are directed.”); Paula Payne Prods. v. Johnson Publ’g Co., 473 F.2d 901, 177
USPQ 76, 77 (CCPA 1973) (“Trademark cases involving the issue of likelihood of
confusion must be decided on the basis of the respective descriptions of goods”).

34 29 TTABVUE 241.
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Applicant is seeking to register his mark for “computer application software for
mobile phones, namely, software for social introduction and dating.” In Registration
No. 4479131, Opposer has registered its mark for, inter alia, “downloadable software
in the nature of a mobile application for internet-based dating and matchmaking.”
Because both products are application software for dating via mobile phones, the
descriptions of goods are in part identical. Under this DuPont factor, Opposer need
not prove, and we need not find, similarity as to each product listed in the description
of goods. It is sufficient for us to find the goods are similar that we find any item
encompassed by the identification of goods in a particular class in the application and
registration related. Tuxedo Monopoly, Inc. v. Gen. Mills Fun Grp., 648 F.2d 1335,
209 USPQ 986, 988 (CCPA 1981); Inter IKEA Sys. B.V. v. Akea, LLC, 110 USPQ2d
1734, 1745 (TTAB 2014); Gen. Mills Inc. v. Fage Dairy Processing Indus. SA, 100
USPQ2d 1584, 1588 n.1 (TTAB 2011), judgment set aside on other grounds, 110
USPQ2d 1679 (TTAB 2014).
As best we understand Applicant’s argument as to why the goods are different,
Applicant contends that just because the software may fall under the same broad
category that does not mean the products are similar.
The same is true for beender. beender was created because
of inadequacy and sketchiness of online dating apps, where
you are introduced to strangers. As the opposing party
describes in its written argument, TINDER® tries “to
decrease creepiness of communicating with strangers”,
whereas beender is an app designed to facilitate
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approaching people you meet in person, and not
strangers.35
There are several problems with Applicant’s argument. First, because Applicant
did not introduce any testimony or evidence, there is no factual basis to support
Applicant’s argument.36 Second, even if Applicant had supported his argument with
testimony and evidence, as noted above we look to the description of goods in the
application and registration, not to extrinsic evidence about the scope of the goods.
See Canadian Imperial Bank of Commerce v. Wells Fargo Bank, 811 F.2d 1490,
1 USPQ2d 1813, 1815 (Fed. Cir. 1987) (quoting CBS, Inc. v. Morrow, 708 F.2d 1579,
218 USPQ 198, 199 (Fed. Cir. 1983)); In re Elbaum, 211 USPQ 639, 640 (TTAB 1981)
(citing Kalart Co., Inc. v. Camera-Mart, Inc., 258 F.2d 956, 119 USPQ 139 (CCPA
1958)). Thus, we may not consider Applicant’s arguments regarding the differences
in the actual apps.37 Finally, Applicant’s argument does not present any meaningful
distinction between his software and Opposer’s software: that is, both products seek
to make meeting people easier or less difficult (e.g., “TINDER® tries ‘to decrease
creepiness of communicating with strangers’, whereas beender is an app designed to
facilitate approaching people you meet in person, and not strangers.”).

35 Applicant’s Brief, p. 8 (39 TTABVUE 9).
36 Likewise, we may not consider the excerpts from the Google Play Store Applicant inserted
into his brief. Applicant’s Brief, pp. 8-9 (39 TTABVUE 9-10). If we did consider the excerpts,
they would not support Applicant’s position inasmuch as they both advertise that they are
apps for dating.
37 Applicant’s Brief, p. 8 (39 TTABVUE 9).
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C. Established, likely-to-continue channels of trade and classes of
consumers.

Because the goods described in the application and Opposer’s registration are in
part identical, we presume that the channels of trade and classes of purchasers are
the same. See In re Viterra Inc., 671 F.3d 1358, 101 USPQ2d 1905, 1908 (Fed. Cir.
2012) (identical goods are presumed to travel in same channels of trade to same class
of purchasers) (citing Cai v. Diamond Hong, Inc., 901 F.3d 1367, 127 USPQ2d 1797,
1801 (Fed. Cir. 2018) (“With respect to similarity of the established trade channels
through which the goods reach customers, the TTAB properly followed our case law
and ‘presume[d] that the identical goods move in the same channels of trade and are
available to the same classes of customers for such goods….’”); United Global Media
Grp., Inc. v. Tseng, 112 USPQ2d 1039, 1049 (TTAB 2014); Am. Lebanese Syrian
Associated Charities Inc. v. Child Health Research Inst., 101 USPQ2d 1022, 1028
(TTAB 2011).
D. Similarity or dissimilarity of the marks.
We now turn to the DuPont factor focusing on the similarity or dissimilarity of the
marks in their entireties as to appearance, sound, connotation and commercial
impression. DuPont, 177 USPQ at 567. “Similarity in any one of these elements may
be sufficient to find the marks confusingly similar.” In re Inn at St. John’s, LLC,
126 USPQ2d 1742, 1746 (TTAB 2018) (quoting In re Davia, 110 USPQ2d 1810, 1812
(TTAB 2014)), aff’d mem., 777 F. App’x 516 (Fed. Cir. 2019); accord Krim-Ko Corp. v.
Coca-Cola Bottling Co., 390 F.2d 728, 156 USPQ 523, 526 (CCPA 1968) (“It is
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sufficient if the similarity in either form, spelling or sound alone is likely to cause
confusion.”) (citation omitted).
In comparing the marks, we are mindful that where, as here, the goods are in part
identical, the degree of similarity necessary to find likelihood of confusion need not
be as great as where there is a recognizable disparity between the goods. Coach
Servs., 101 USPQ2d at 1721; Century 21 Real Estate Corp. v. Century Life of Am.,
970 F.2d 874, 23 USPQ2d 1698, 1700 (Fed. Cir. 1992); Jansen Enters. Inc. v. Rind,
85 USPQ2d 1104, 1108 (TTAB 2007); Schering-Plough HealthCare Prod. Inc. v. Ing-
Jing Huang, 84 USPQ2d 1323, 1325 (TTAB 2007).
“The proper test is not a side-by-side comparison of the marks, but instead
‘whether the marks are sufficiently similar in terms of their commercial impression’
such that persons who encounter the marks would be likely to assume a connection
between the parties.” Cai v. Diamond Hong, Inc., 127 USPQ2d at 1801 (quoting
Coach Servs., 101 USPQ2d at 1721). See also Midwestern Pet Foods, Inc. v. Societe
des Produits Nestle S.A., 685 F.3d 1046, 103 USPQ2d 1435, 1440 (Fed. Cir. 2012).
The proper focus is on the recollection of the average customer, who retains a
general rather than specific impression of the marks. Geigy Chem. Corp. v. Atlas
Chem. Indus., Inc., 438 F.2d 1005, 169 USPQ 39, 40 (CCPA 1971); Inter IKEA Sys.
B.V. v. Akea, LLC, 110 USPQ2d at 1740; L’Oreal S.A. v. Marcon, 102 USPQ2d 1434,
1438 (TTAB 2012). Because the goods at issue are software for dating via mobile
telephones, the average customer is an ordinary consumer using mobile dating apps.
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Applicant’s mark is beender, in standard character form, and Opposer’s mark is
TINDER, in standard character form. Marks presented in standard characters are
not limited to any particular depiction. The rights associated with a mark in standard
characters reside in the wording, and not in any particular display. Thus, Applicant
seeks registration of a mark that Applicant might depict in any manner, regardless
of the font style, size, or color, and might at any time in the future display in a manner
similar to Opposer’s mark and vice versa. In re Viterra Inc., 671 F.3d 1358,
101 USPQ2d 1905, 1909-11 (Fed. Cir. 2012); Citigroup Inc. v. Capital City Bank Grp.,
Inc., 637 F.3d 1344, 98 USPQ2d 1253, 1259 (Fed. Cir. 2011); Squirtco v. Tomy Corp.,
697 F.2d 1038, 216 USPQ 937, 939 (Fed. Cir. 1983) (rejecting argument that for
purposes of determining whether two marks are similar, a mark in a typed drawing
(equivalent to modern standard character format) is distinct from such mark in a logo
format; “[b]y presenting its mark in a typed drawing, a difference cannot legally be
asserted by that party” (emphasis in original)). For example, Applicant displays his
mark as reproduced below:38

Because Opposer registered its TINDER mark in standard character form, Opposer
may display it as reproduced below:
tin

38 Bonnstetter Decl. Exhibit H (30 TTABVUE 273).
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Under these circumstances, including the renown of Opposer’s mark and the identity
of the services, the marks are similar, albeit not identical in appearance.39
In addition, the marks are similar in sound. Consumers are likely to pronounce
Opposer’s mark as “tin-der,” rhyming with “hinder.” Under normal English
pronunciation, where the word “been” is pronounced as “bin,”40 a substantial segment
of consumers is likely to pronounce Applicant’s mark beender as “bin-der,” also
rhyming with “hinder.” We acknowledge that there is not necessarily one correct
pronunciation of a trademark. “[I]t is impossible to predict how the public will
pronounce a particular mark.” Edwards Lifesciences Corp. v. VigiLanz Corp., 94
USPQ2d 1399, 1409 (TTAB 2010). Absent evidence to the contrary, we must consider
all reasonable possibilities. See StonCor Grp., Inc. v. Specialty Coatings, Inc., 759
F.3d 1327, 111 USPQ2d 1649, 1651 (Fed. Cir. 2014) (“Where a trademark is not a
recognized word and the weight of the evidence suggests that potential consumers
would pronounce the mark in a particular way, it is error for the Board to ignore this
evidence entirely and supply its own pronunciation.”). However, on this record, it
strains credulity to reject finding that a significant segment of consumers will
pronounce Applicant’s mark as rhyming with Opposer’s mark and instead find that

39 Accordingly, we may not entertain Applicant’s argument that his mark is in “small cap
letters” while Opposer’s mark is in “block letters” and in “all caps.” Applicant’s Brief, p. 4 (39
TTABVUE 5) (“Any arguments against the mark ‘beender’ in all capital letters in the
opposer’s argument should be dismissed as it is not the mark [Applicant] applied for.”).
40 Dictionary.com based on the RANDOM HOUSE UNABRIDGED DICTIONARY (2020)
(29 TTABVUE 193), MACMILLAN DICTIONARY (29 TTABVUE 209).
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consumers will use some alternative pronunciation (although some might). Thus, we
find that the marks rhyme and sound similar.
At first blush, TINDER and beender appear to have different meanings and
engender different commercial impressions. The RANDOM HOUSE UNABRIDGED
DICTIONARY defines “Tinder” as “a highly flammable material or preparation formerly
used for catching the spark from a flint and steel struck together for fire or light” and
“any dry substance that readily takes fire from a spark.”41 beender, on the other
hand, is a term coined by Applicant as a derivation of “Been There, Done That.”
Q. [W]here did the name come from?
A. Basically, the app saves the places you’ve been to. So
you’ve been there. You’ve done that. “Been There,
Done That.”
So it’s the first half of “Been There, Done That.”
And then, you know, most apps are not two-words -
- don’t have two-word names. So we shortened the
play on words, Beender, “Been There, Done That.”
That’s where it comes from.42
The RANDOM HOUSE UNABRIDGED DICTIONARY defines “Bender,” inter alia, as a
slang term meaning “a drinking spree.”43 Thus, as noted above, the Urban Dictionary

41 Dictionary.com (29 TTABVUE 215).
42 Applicant’s Discovery Dep., p. 71 (25 TTABVUE 57).
43 Dictionary.com (accessed February 9, 2021). The Board may take judicial notice of
dictionary definitions, including online dictionaries that exist in printed format. In re Cordua
Rests. LP, 110 USPQ2d 1227, 1229 n.4 (TTAB 2014), aff’d, 823 F.3d 594, 118 USPQ2d 1632
(Fed. Cir. 2016); In re S. Malhotra & Co. AG, 128 USPQ2d 1100, 1104 n.9 (TTAB 2018); In
re Red Bull GmbH, 78 USPQ2d 1375, 1378 (TTAB 2006).
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(urbandictionary.com) defines the term “Tinder Bender” as “a spree of Tinder
dates.”44 Opposer introduced two Internet articles referring to “Tinder Bender”:
● TheOdysseyonline.com website posting “Me, On A Tinder Bender: Why Tinder
teaches self-love and empowerment.” (May 17, 2016);45 and
● Pennsylvania State University: Psychology 424 Blog (https://sites.psu.edu)
posting “A New Era: The Tinder Bender.”46
Some consumers may believe that beender is a shortened form of “Tinder
Bender.” “[U]sers of language have a universal habit of shortening full names – from
haste or laziness or just economy of words. Examples are: automobile to auto;
telephone to phone; necktie to tie; gasoline service station to gas station.” In re Abcor
Dev. Corp., 588 F.2d 511, 200 USPQ 215, 219 (CCPA 1978) (J. Rich, concurring)
(explaining that it is “inevitable” that consumers will call a gas monitoring badge a
gas badge).
[C]ompanies are frequently called by shortened names,
such as Penney’s for J.C. Penney’s, Sears for Sears and
Roebuck (even before it officially changed its name to Sears
alone), Ward’s for Montgomery Ward’s, and Bloomies for
Bloomingdales.

Marshall Field & Co. v. Mrs. Fields Cookies, 25 USPQ2d 1321, 1333 (TTAB 1992).
See also Anheuser-Busch, LLC v. Innvopak Sys. Pty Ltd., 115 USPQ2d 1816, 1819
(TTAB 2015) (“While Opposer’s beer was originally sold under the BUDWEISER

44 29 TTABVUE 241.
45 29 TTABVUE 226.
46 29 TTABVUE 248.
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brand, customers soon began to abbreviate the mark, calling for BUDWEISER beer
just by the name ‘BUD.’”).
Thus, Opposer’s contention that “no evidence in the record suggests BEENDER
has a commercial meaning different from Opposer’s TINDER® mark” and
“consumers are more apt to believe [beender] is an extension or variation of, or
otherwise related to, [Opposer’s] famous TINDER® app” is not frivolous.47
Applicant contends that the marks are not similar because “[i]t is a known fact
that consumers focus on the first syllables or prefix of any given mark, and therefore,
the first syllable carries almost all the weight,” citing Palm Bay Imps., Inc. v. Veuve
Clicquot Ponsardin Maison Fondee En 1772, 396 F.3d 1369, 1372, 73 USPQ2d 1689,
1692 (Fed. Cir. 2005); Mattel Inc. v. Funline Merch. Co., 81 USPQ2d 1372, 1374-75
(TTAB 2006); and Presto Prods., Inc. v. Nice-Pak Prods., Inc., 9 USPQ2d 1895, 1897
(TTAB 1988).48 However, there is no mechanical test to select the dominant element
of a mark. Tao Licensing, LLC v. Bender Consulting Ltd., 125 USPQ2d 1043, 1059
(TTAB 2017). While the first term in a mark generally is considered to be the feature
which will be called for, and so remembered, by consumers, this is not invariably the
case. See Stone Lion Capital Partners v. Lion Capital, 110 USPQ2d at1161 (“the
Board did not err in finding that ‘STONE LION CAPITAL’ is ‘similar in sight, sound,
meaning, and overall commercial impression’ to ‘LION CAPITAL’ and ‘LION.’”); In re
Chatam Int’l Inc., 71 USPQ2d at1946 (“Viewed in their entireties with non-dominant

47 Opposer’s Brief, p. 19 (38 TTABVUE 25).
48 Applicant’s Brief, pp. 5-6 (39 TTABVUE 6-7).
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features appropriately discounted, the marks [GASPAR’S ALE for beer and ale and
JOSE GASPAR GOLD for tequila] become nearly identical.”).
Given the commercial strength of Opposer’s TINDER mark, the identity of the
goods, and the similarity in the appearance and sound of the marks, consumers
familiar with the TINDER mark may perceive Applicant’s beender mark as a
variant mark denoting a product line extension to attract frequent users. See, e.g.,
Schieffelin & Co. v. Molson Cos., Ltd., 9 USPQ2d 2069, 2073 (TTAB 1989) (“Those
consumers who do recognize the differences in the marks may believe that applicant’s
mark is a variation of opposer’s mark that opposer has adopted for use on a different
product.”); cf. In re Toshiba Med. Sys. Corp., 91 USPQ2d at 1271 (VANTAGE TITAN
“more likely to be considered another product from the previously anonymous source
of TITAN medical diagnostic apparatus, namely, medical ultrasound devices”).
In addition, Applicant contends that the common use of the “der” suffix is not a
sufficient basis upon which to find the marks are similar.
As for the second syllab[le], der and DER, this suffix is
common not only between beender and TINDER®, but
amongst many, many social media / dating apps as well as
many other apps. This is not surprising since the “er” or
the “ur” sound is by far the most common suffix amongst
phone applications. The suffix “er” is usually used to
suggest an act or function performed by the app, which is
why it is so common.49
The problem with this argument is that Applicant submitted no evidence to support
these statements. As such, it is simply argument. Cf. “Attorney argument is no

49 Applicant’s Brief, p. 6 (39 TTABVUE 7).
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substitute for evidence.” Cai, 127 USPQ2d at 1799 (quoting Enzo Biochem, Inc. v.
Gen-Probe Inc., 424 F.3d 1276, 1284 (Fed. Cir. 2005)).
We find that because Applicant’s mark is similar in appearance and sound to
Opposer’s mark, the marks are more similar than dissimilar.
E. Conclusion as to likelihood of confusion
The tolerance for similarity between competing marks varies inversely with the
strength of the prior mark. As a mark’s strength increases, the tolerance for
similarity in competing marks falls.
When an opposer’s trademark is a strong, famous mark, it
can never be “of little consequence”. The fame of a
trademark may affect the likelihood purchasers will be
confused inasmuch as less care may be taken in purchasing
a product under a famous name.
Specialty Brands, 748 F.2d 669, 223 USPQ 1281, 1284 (Fed. Cir. 1984). See also
B.V.D. Licensing v. Body Action Design, 846 F.2d 727, 6 USPQ2d 1719, 1722
(Fed.Cir.1988) (Nies, J., dissenting) (“a purchaser is less likely to perceive differences
from a famous mark.”). In accord with the same principles, the Federal Circuit states:
[T]here is “no excuse for even approaching the well-known
trademark of a competitor ... and that all doubt as to
whether confusion, mistake, or deception is likely is to be
resolved against the newcomer, especially where the
established mark is one which is famous....”
Nina Ricci, S.A.R.L. v. E.T.F. Enters., 889 F.2d 1070, 12 USPQ2d 1901, 1904 (Fed.
Cir. 1989) (quoting Planters Nut & Choc. Co. v. Crown Nut Co., 305 F.2d 916,
134 USPQ 504, 511 (CCPA 1962)).
Inasmuch as Opposer has proven its TINDER mark is a very strong, if not famous
mark, for a software dating, we find that the marks are similar, the goods are in part
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identical and we presume the parties offer their products in the same channels of
trade and to the same classes of consumers. Therefore, Applicant’s mark beender for
“computer application software for mobile phones, namely, software for social
introduction and dating” is likely to cause confusion with Opposer’s mark TINDER
for, inter alia, “downloadable software in the nature of a mobile application for
internet-based dating and matchmaking.”
Opposer’s likelihood of confusion claim under Section 2(d) of the Trademark Act,
15 U.S.C. § 1052(d) is sustained.
V. Dilution
For purposes of completion, we consider Opposer’s dilution claim.
Dilution by blurring is “association arising from the similarity between a mark or
trade name and a famous mark that impairs the distinctiveness of the famous mark.”
Section 43(c)(2)(B) of the Trademark Act, 15 U.S.C. § 1125(c)(2)(B). Dilution may be
likely “regardless of the presence or absence of actual or likely confusion, of
competition, or of actual economic injury.” Section 43(c)(1) of the Trademark Act,
15 U.S.C. § 1125(c)(1).
The Federal Circuit has set forth the following four elements a plaintiff must
prove in a Board proceeding in order to prevail on a claim of dilution by blurring:
(1) [the plaintiff] owns a famous mark that is distinctive;
(2) the defendant is using a mark in commerce that
allegedly dilutes the plaintiff's famous mark;
(3) the defendant’s use of its mark began after the
plaintiff’s mark became famous; and
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(4) the defendant’s use of its mark is likely to cause dilution
by blurring or by tarnishment.
Coach Servs., 101 USPQ2d at 1723-24.
A. The fame of Opposer’s mark.

As noted above, fame for purposes of likelihood of confusion is a matter of degree
that “varies along a spectrum from very strong to very weak.” Joseph Phelps
Vineyards, 122 USPQ2d at 1734 (quoting Coors Brewing, 68 USPQ2d at 1063).
However, fame for likelihood of confusion and fame for dilution are distinct concepts,
and dilution fame requires a more stringent showing. Coach Servs., 101 USPQ2d at
1724. See also 4 J. Thomas McCarthy, MCCARTHY ON TRADEMARK AND UNFAIR
COMPETITION § 24:104 (5th ed. 2020) (“The standard for the kind of ‘fame’ needed to
trigger anti-dilution protection is more rigorous and demanding than the ‘fame’ which
is sufficient for the classic likelihood of confusion test.”). While fame for dilution “is
an either/or proposition” — it either exists or does not — fame for likelihood of
confusion is a matter of degree along a continuum. Coach Servs., 101 USPQ2d at 1724
(citing Palm Bay Imps. v. Veuve Clicquot Ponsardin Maison Fondee En 1772, 73
USPQ2d at1694). Accordingly, a mark can acquire “sufficient public recognition and
renown to be famous for purposes of likelihood of confusion without meeting the more
stringent requirement for dilution fame.” Coach Servs., 101 USPQ2d at 1724 (quoting
7-Eleven, Inc. v. Wechsler, 83 USPQ2d 1715, 1722 (TTAB 2007)).
It is well established that dilution fame is difficult to prove. See Coach Servs.,
101 USPQ2d at 1724 (citing Toro Co. v. ToroHead Inc., 61 USPQ2d 1164, 1180 (TTAB
2001) (“Fame for dilution purposes is difficult to prove.”) and Everest Capital Ltd. v.
Opposition No. 91241077

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Everest Funds Mgmt. LLC, 393 F.3d 755, 73 USPQ2d 1580, 1585 (8th Cir. 2005) (“The
judicial consensus is that ‘famous’ is a rigorous standard.”)). See also 4 MCCARTHY §
24:104 (noting that fame for dilution is “a difficult and demanding requirement,”
“difficult to prove,” and that, although “all ‘trademarks’ are ‘distinctive’ — very few
are ‘famous’”).
Fame for dilution requires widespread recognition by the general public. 15 U.S.C.
§ 1125(c)(2)(A). To establish the requisite level of fame, the “mark’s owner must
demonstrate that the common or proper noun uses of the term and third-party uses
of the mark are now eclipsed by the owner’s use of the mark.” Coach Servs.,
101 USPQ2d at 1725 (quoting Toro, 61 USPQ2d at 1180 n.8). An opposer must show
that, when the general public encounters the mark “in almost any context, it
associates the term, at least initially, with the mark’s owner.” Id. In other words, a
famous mark is one that has become a “household name.” Coach Servs., 101 USPQ2d
at 1725 (quoting Nissan Motor Co. v. Nissan Comput. Corp., 378 F.3d 1002,
72 USPQ2d 1078, 1083 (9th Cir. 2004) (quoting Thane Int. Inc. v. Trek Bicycle Corp.,
305 F.3d 894, 64 USPQ2d 1564, 1575 (9th Cir. 2002)). With this framework in mind,
we turn to Opposer’s evidence of fame discussed above.
The testimony and evidence shows that Opposer’s mark TINDER is very strong,
if not famous, among people who use mobile dating apps, but the record fails to show
that TINDER has that level or renown in the general public. Under Section
43(c)(2)(A), 15 U.S.C. § 1125(c)(2)(A), a mark is famous if it “is widely recognized by
the general consuming public in the United States as a designation of source of the
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goods or services of the mark’s owner. By using the “general public” as the
benchmark, the Trademark Act eliminated “niche fame.” See Coach Servs.,
101 USPQ2d at 1724. Despite the testimony and evidence showing the strength of
Opposer’s mark among mobile dating app users, Opposer failed to meet its burden of
proving the requisite level of fame for dilution.
Opposer’s dilution claim under Section 43(c), 15 U.S.C. § 1125(c), is dismissed.
Decision: The likelihood of confusion claim under Section 2(d) of the Trademark
Act, 15 U.S.C. § 1052(d) is sustained.
The dilution claim under Section 43(c), 15 U.S.C. § 1125(c), is dismissed.
Registration to Applicant is refused.