Tabberone is pronounced tab ber won not tay ber own

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This information is taken directly from the court opinion. It is not taken out of context nor is it altered.

From Jordache Enterprises, Inc. v. Hogg Wyld, 828 F.2d 1482, 1486 (10th Cir. 1987) In Beer Nuts I, this court observed:

In evaluating similarity, "[i]t is axiomatic in trademark law that 'side-by-side' comparison is not the test." Levi Strauss & Co. v. Blue Bell, Inc., 632 F.2d 817, 822 (9th Cir.1980); American Home Products Corp. v. Johnson Chemical Co., 589 F.2d 103, 107 (2d Cir.1978); James Burrough Ltd. v. Sign of Beefeater, Inc., 540 F.2d 266, 275 (7th Cir.1976); Fotomat Corp. [v. Cochran ], 437 F.Supp. [1231] at 1244 [D.Kan.1977]. The marks "must be compared in the light of what occurs in the marketplace, not in the courtroom." James Burrough Ltd., 540 F.2d at 275. "A prospective purchaser does not ordinarily carry a sample or specimen of the article he knows well enough to call by its trade name, he necessarily depends upon the mental picture of that which symbolizes origin and ownership of the thing desired." Avrick v. Rockmont Envelope Co., 155 F.2d 568, 573 (10th Cir.1946). Therefore, the court must determine whether the alleged infringing mark will be confusing to the public when singly presented. Id. at 572-73; American Home Products, 589 F.2d at 107; James Burrough Ltd., 540 F.2d at 275; Union Carbide [Corp. v. Ever-Ready, Inc.], 531 F.2d at 382 [ (7th Cir.), cert. denied, 429 U.S. 830 [97 S.Ct. 91, 50 L.Ed.2d 94] (1976) ].