Trademark Surveys

James T. Berger is the founder of Market Strategies, a Chicago consulting firm that specializes in market surveys. He has testified or served as an expert witness in more than a dozen trials and has been deposed nearly 50 times. He has written more than a dozen articles on the subject of trademark surveys. He combines the real-world, practical orientation of a professional business person with the theoretical knowledge of the academician. Berger's firm, James T. Berger/Market Strategies, is a full-service marketing company that develops and implements marketing programs for clients. At the same time, Berger is a faculty member at DePaul University College of Commerce and the Walter E. Heller College of Business Administration at Roosevelt University where he teaches courses in Marketing Management, Strategic Marketing, Selling and Sales Management, Consumer Buyer Behavior and Retail Merchandising & Control. R. Mark Halligan is a partner at Nixon Peabody, where he has developed an extensive practice as an intellectual property litigator in both federal and state courts in all aspects of intellectual property law. In addition to writing many articles over his 30-year career, Mr. Halligan is a frequent lecturer on intellectual property issues and serves on the adjunct faculty of John Marshall Law School in Chicago.

PREFACE ; CHAPTER 1 ; THE IMPACT OF SURVEYS ON IP LITIGATION ; CHAPTER 2 ; MARKET RESEARCH CONSIDERATIONS ; CHAPTER 3 ; TYPES OF SURVEYS AND PROTOCOLS ; CHAPTER 4 ; IP ISSUES WHERE SURVEYS CAN BE CRITICAL ; CHAPTER 5 ; LIKELIHOOD OF CONFUSION ISSUES ; CHAPTER 6 ; SECONDARY MEANING ISSUES ; CHAPTER 7 ; DISTINCTIVENESS AND STRENGTH OF MARK ; CHAPTER 8 ; ISSUES INVOLVING GENERIC MARKS ; CHAPTER 9 ; TRADE DRESS ISSUES ; CHAPTER 10 ; DILUTION ISSUES ; CHAPTER 11 ; IMPLICATIONS OF DAUBERT RULINGS ON TRADEMARK SURVEYS ; CHAPTER 12 ; PRACTICAL CONSIDERATIONS WHEN USING SURVEY EXPERTS ; APPENDIX ; SAMPLE TRADEMARK SURVEYS ; INDEX