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Reputation or Brand Awareness Surveys

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

Assessing brand reputation or awareness with confidence.

Many brands claim to be famous or well-known in legal pleadings. If you need to prove or disprove this type of assertion, you may need a brand awareness or reputation 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 brand awareness or reputation surveys as standalone research or as part of a broader litigation survey strategy. We also offer expert rebuttals of opposing brand awareness or reputation surveys, grounded in accepted social science methodology and court standards.

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

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Use of Brand Awareness or Reputation Surveys

Brand awareness or reputation 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 market impact.

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

  • Reputation-based claims: Under UK trade mark law, enhanced protection may be available where a mark has acquired a reputation in the UK, meaning it is known to a significant part of the relevant public. In such cases, survey evidence addressing brand recognition or awareness may be used to support or challenge claims that use of a later mark would take unfair advantage of, or be detrimental to, the distinctive character or repute of the earlier mark.
  • Likelihood of Confusion: Evidence of brand awareness or reputation can be helpful when a mark, brand, or product that is at issue is well known among relevant consumers. A brand awareness or reputation survey can help resolve those questions, paving the way for a successful confusion survey.

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

Meet Our Brand Awareness and Reputation Survey Experts

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

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