Protecting your client’s interests with reliable consumer surveys.
Some brands and companies are instantly recognizable from the trademark or trade dress of their products or services. When a significant percentage of consumers associates a trademark or trade dress with only one source, it has secondary meaning.
Secondary meaning surveys measure whether consumers associate a specific trademark or trade dress with a single source, and, if so, they also ask for the name of that source. These findings help establish or refute claims that the asserted trademark or trade dress has acquired distinctiveness in the marketplace, granting the trademark holder greater rights to protect its intellectual property.
At IMS, our consumer survey experts design and conduct reliable secondary meaning surveys grounded in decades of experience and established best practices. We also provide rebuttal of opposing secondary meaning surveys, helping clients bring their best cases to court in trademark disputes.
