MMR Strategy Group provides surveys to measure secondary meaning in intellectual property matters.
Secondary meaning is one of the more straightforward concepts that survey experts measure in intellectual property matters. A secondary meaning survey typically seeks to assess whether a “significant” or “substantial part” of the customer class associates a trademark or trade dress with a single source.
Our survey experts may measure secondary meaning through questions such as the following:
- Have you ever heard of [the trademark] with regard to [the context]?
- (If “yes” above:) Do you associate [the trademark] with one company, more than one company, or no company?
- (If “one company” above:) What company do you associate with [the trademark]?