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Research in the News

Professor Joel Steckel's joint research on trademark dilution is referenced

World Trademark Review logo 192 x 144
Excerpt from the World Trademark Review -- “The research … casts serious doubt on the validity of the best evidence we have that trademark dilution actually exists. What has been reported as (and assumed to be) evidence of trademark dilution may actually be merely the result of nothing more than the subjects being surprised by seeing ads such as those for MERCEDES and INFINITI toothpaste employed in our studies. We are forced to reconsider the question the title of this paper: is dilution a unicorn?”

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