Trademarks are essential elements of a brand and the value of a trademark is one of a company's key business concerns. In scenarios such as mergers and business transfers, the value of trademarks can be of great significance in negotiations with the other party. The first part of this seminar explained the methods used to assess the value of trademarks based on economic analysis, and then examined how to use questionnaire surveys to overcome data constraints.

Moreover, in trademark applications, tribunals and lawsuits, there are some issues such as awareness of a name, recognition of a name as a common name, and confusion (about a name) in which consumer questionnaires can provide vital evidence. The questionnaires used for these issues have, to some extent, been standardized, but unless improvements are made to tailor them to specific cases, there is the risk of encountering unexpected pitfalls. In the second part of the seminar, an explanation was given on some practical points to take into account when conducting consumer questionnaires in connection with this kind of typical trademark issues.