10/05/2026
STARWOOD HOTELS & RESORTS WORLDWIDE, LLC (FORMERLY STARWOOD HOTELS & RESORTS WORLDWIDE INC.), PETITIONER, v. OCEANIC EMPIRE LIMITED, RESPONDENT.
G.R. Nos. 262551, 266971, and 275314
January 28, 2026
Facts:
Respondent Oceanic Empire Limited (Oceanic) filed applications before the Intellectual Property Office of the Philippines (IPOPHL) for the registration of the marks W GLOBALCENTER, W FIFTHAVENUE, and W TOWER under Class 36 for real estate affairs.
Petitioner Starwood Hotels & Resorts Worldwide, LLC (Starwood), owner of registered “W” marks used for hotel, resort, entertainment, and related services under Classes 37, 41, 43, and 44, opposed the applications for W GLOBALCENTER and W FIFTHAVENUE, and filed a petition for cancellation against W TOWER. Starwood alleged that Oceanic’s marks were confusingly similar to its own marks and intended to ride on Starwood’s goodwill.
The IPO-BLA Adjudication Officer dismissed Starwood’s oppositions and petition for cancellation, ruling that there was no confusing similarity between the marks, that no one can monopolize the letter “W,” and that the parties’ services were unrelated because Oceanic dealt with real estate while Starwood operated hotels and resorts.
On appeal, the IPO-BLA Director reversed the Adjudication Officer and ruled in favor of Starwood, holding that the dominant feature of the marks was the stylized “W,” and that the additional terms “TOWER,” “FIFTHAVENUE,” and “GLOBALCENTER” were merely descriptive.
However, the IPO Director General reversed the IPO-BLA Director and reinstated the rulings in favor of Oceanic. The Court of Appeals affirmed the IPO Director General in all three cases, finding no confusing similarity and holding that the marks involved different services.
Starwood elevated the cases to the Supreme Court through consolidated Petitions for Review on Certiorari.
Issues:
1. Whether there is confusing similarity between Starwood’s and Oceanic’s marks; and
2. Whether the services covered by the parties’ marks are related such that confusion of business or source is likely.
Ruling:
The Supreme Court GRANTED the petitions.
1. On confusing similarity of the marks
The Court held that there is no confusing similarity between Starwood’s plain “W” word mark and Oceanic’s subject marks because a single letter in standard character lacks sufficient distinctiveness and cannot be monopolized.
However, the Court found that there is confusing similarity between Starwood’s stylized “W” mark and Oceanic’s marks.
Applying the Dominancy Test, the Court ruled that the dominant feature of both parties’ marks is the stylized “W” depicted in bold, sans-serif, uppercase form with similar visual presentation. The words “TOWER,” “FIFTHAVENUE,” and “GLOBALCENTER” were considered merely generic or descriptive terms and therefore insufficient to distinguish the marks.
The Court further observed that both parties prominently displayed the stylized “W” on the facades of their buildings and in online advertisements, reinforcing the likelihood that consumers would associate Oceanic’s properties with Starwood’s brand.
2. On relatedness of the services
The Court ruled that the services are related despite belonging to different Nice classifications.
The Court emphasized that reliance on Nice Classification alone is no longer controlling. Both parties’ businesses involve real property development, occupancy, and high-end lifestyle services. Their services target luxury markets and are marketed through similar channels, particularly through the online marketplace and building branding.
The Court also recognized that hotel and hospitality brands commonly expand into residential and commercial real estate developments, making it likely that consumers would believe Oceanic’s services are connected with Starwood.
Thus, the Court found a likelihood of confusion of business or source.
Disposition:
The Supreme Court reversed and set aside the decisions of the Court of Appeals.
Accordingly:
In G.R. Nos. 262551 and 266971, the Director of the Bureau of Trademarks was directed to DENY Oceanic’s applications for W GLOBALCENTER and W FIFTHAVENUE.
In G.R. No. 275314, the Director of the Bureau of Trademarks was directed to GRANT Starwood’s petition for cancellation of the registration for W TOWER.
(image made by AI)