Patent Attorney and Founder
TradeThe company registered a trademark for “Shaver Shebang,” a cleaning product for electric shavers under Class 3. Now, they’re planning to launch a new version called “Shaver Shebang Supra.” The question is whether the addition of “Supra” creates any trademark issues since there’s already a trademark in the same class for “Supra” as a liquid soap.
Understanding Class 3 Trademarks
Class 3 covers a range of cleaning products, which can sometimes be broad and even confusing. It’s not enough to rely on the class title—you need to review the detailed descriptions to see what’s included and excluded. Resources are available to clarify what falls under Class 3.
How Trademarks Are Evaluated
Trademarks aren’t judged only by their words. The key factor is something called “commercial impression,” which is the overall perception a consumer has of the brand.
Here’s an example: Imagine a bottle of wine named “Elephant” and another with a picture of an elephant. Although both refer to elephants, they create distinct impressions. That’s how trademarks are assessed—not side by side but by how they’d appear in the marketplace.
The Role of the Primary Component
In this case, the primary component of your trademark is likely “Shaver Shebang,” not “Supra.” Adding “Supra” (a word that suggests something superior or advanced) doesn’t necessarily cause confusion unless “Supra” is so well-known that it dominates the impression of your trademark. For example, if you added a name like “Gucci,” that might shift the focus away from your main mark, creating potential conflicts.
What to Watch Out For
The key question is whether consumers would be confused between your product and the existing “Supra” trademark. Since “Shaver Shebang” is distinct and likely the focus, the risk of confusion seems low. However, this isn’t a straightforward analysis. Trademark examiners will consider factors like relatedness of the goods and the overall impression of the mark.
Recommendation
While it seems unlikely you’ll face major issues, it’s always a good idea to consult a trademark attorney. They can analyze the specifics and ensure your new product name is on solid legal ground.