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Fame or Awareness Surveys

Gauge consumer awareness of a brand to support or counter trademark claims.

Determining brand fame or awareness with confidence.

Many brands claim to be famous or well-known in court pleadings. If you need to prove—or disprove—this type of assertion, you may need a fame survey. Also called awareness surveys, these surveys measure consumer recognition of the brand, product, or mark being tested.

Our litigation survey and consumer science team designs and conducts fame surveys as standalone research or as part of a broader litigation survey strategy. We also offer expert rebuttals of opposing fame surveys, grounded in accepted social science methodology and courtroom standards.

Rely on IMS survey experts to deliver reliable, evidence-backed consumer awareness data so that you can stay focused on your larger trial strategy.

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Use of Fame or Awareness Surveys

Fame or awareness surveys can be used independently to demonstrate the strength and recognition of a brand, mark, or product, to support claims in intellectual property disputes. They also provide valuable marketing research insights that help determine brand visibility and marketplace impact.

When it comes to complex litigation, we frequently conduct fame or awareness surveys alongside other survey types for maximum strategic impact.

  • Trademark Dilution: Under federal law, a mark must be “widely recognized by the general consuming public of the United States” to be protected against likely dilution (loss of distinctiveness or unwanted association). Because of this, fame surveys often accompany likelihood surveys.
  • Likelihood of Confusion: Evidence of fame or awareness can be helpful in a mark, brand, or product that is at issue is well known among relevant consumers. A fame survey can put those questions to rest, paving the way for a successful confusion survey.

Whether you are litigating a dilution claim, testing for confusion, or measuring brand recognition, our team provides you with meaningful insights via expertly designed surveys.

Meet Our Fame or Awareness Survey Experts

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Trust our team to deliver precise survey evidence and expert analysis that informs your IP litigation strategy.