Dr Alex Simonson

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  www.simonsonassociates.com/experience_ip.htm - [Cached Version]
  Published on: 4/17/2007    Last Visited: 4/17/2007  

  Alex Simonson, founder of Simonson Associates, has 15 years' experience in specializing in survey research techniques.He holds a Ph.D. in marketing with distinction from Columbia Business School, and has been a full-time professor of marketing teaching graduate and undergraduate courses in marketing research.
  
  He designs and conducts survey research in the context of trademarks, trade dress and advertising deception and has been accepted as an expert in marketing research by various Federal courts.In the past few years, he has personally designed and conducted many hundreds of surveys for use in legal proceedings.Together with his partner at Guideline from 1997-2000, he conducted hundreds of studies for use in legal proceedings or potential legal proceedings.In addition to conducting research, Dr. Simonson regularly provides consulting to attorneys in the form of strategy or critiques.He has been a consultant to a variety of organizations including the United States Federal Trade Commission on survey design to test for deceptive advertising.
  
  Research and Consulting for the Law
  
  Over the past 15 years, Dr. Simonson has himself designed and directed the conducting of studies in the following major areas:
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  Dr. Simonson has extensive experience in conducting the above studies in a variety of contexts, including for the NAD, for Lanham Act 43a cases (jury and bench trials), in FTC proceedings, TTAB appeals, and for internal corporate pre-emptive measures.
  
  Dr. Simonson is also frequently called upon as a consultant to attorneys on trademark, trade dress and advertising matters.This includes, pre-litigation strategy, during-litigation strategy, and critiques of surveys or other studies.He has a strong background in marketing aesthetics (trade dress) and communications (see publications).His J.D., coupled with his Ph.D. in Marketing (heavily methodologically oriented), provide him with the unique perspective of being able to see the gaps in a case, acting as the bridge to provide survey research or consulting to the IP practitioner.
  
  Simonson is also heavily involved in his field.He is a frequent speaker in various conferences such as the 2000 PLI conference on advertising law in the new media age, where he was invited to speak on Survey Research Design in False Advertising Cases.He is a member of the Editorial Board of The Trademark Reporter, the premier Journal for trademark and trade dress matters, published by the International Trademark Association.He is also a Board member of the Intellectual Property Strategist, a publication for practicing IP attorneys.In this capacity, he has written a number of articles of interest to IP lawyers.
  
  He is a regular reviewer for marketing conferences and publications.He co-chaired the 1998 Marketing and Public Policy Conference, (sponsored by the Marketing Science Institute, the Journal of Public Policy and Marketing and the American Marketing Association).
  
  His article on dilution is the most-often cited article on the topic, and much of his recent work focuses on internet-related research, for privacy, trademark infringement and trade dress infringement.
  
  He is a member of the Editorial Board of the Journal of Public Policy and Marketing, a scholarly refereed journal on marketing and public policy including marketing-law interfaces.In this capacity, he is a regular reviewer of the latest cutting-edge articles and techniques.
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  Dr. Simonson conducted a genericism survey commissioned on behalf of attorneys for Sportschannel.
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  "SCA's primary support for its contentions is a survey it commissioned, which was conducted in August 1994 by Alexander Simonson, Ph.D., presently a professor of marketing at Georgetown University in Washington, D.C. (the "Simonson Survey").
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  I have read Dr. Simonson's critique of the report by Dr. Rappeport.
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  Judge Cedarbaum dismissed criticisms of a survey that Dr. Simonson designed and conducted.
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  www.simonsonassociates.com/welcome_from.htm - [Cached Version]
  Published on: 5/7/2006    Last Visited: 9/26/2009  

  Dr. Alex Simonson holds a Ph.D. from Columbia Business School in marketing (cognitive psychology and marketing research) research and has nearly two decades' experience in research relating to brand protection and forensics; he has testified over 40 times. In addition to having been a full-time professor of marketing for more than ten years, Alex has lectured on marketing and brand research to executives at Georgetown University School of Business, Helsinki Institute of Technology, Columbia University, and many Fortune 100 companies. His work has been cited by numerous textbooks, articles, trade publications, and books.
  
  We do not outsource entire projects as do some of our competitors, nor do we have large overhead; together, personal supervision of a project and low overheard enables our clients to receive high value at relatively lower project costs. We also maintain a secured client-access area for clients.
  
  Alex Simonson, Ph.D., J.D.
  
  (Simonson Associates Inc. is headed by Dr. Alex Simonson, formerly co-head of the brand protection/legal marketing research group at Guideline and formerly a full-time professor of marketing at Georgetown University School of Business and an adjunct professor of law at Georgetown University School of Law.)

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  www.simonsonassociates.com/Credentials.htm - [Cached Version]
  Published on: 5/7/2006    Last Visited: 9/26/2009  

  Alex Simonson holds a Ph.D. in marketing, with distinction , from Columbia Business School, Columbia University, a J.D. from New York University School of Law, and an A.B., magna cum laude, from Columbia College, Columbia University.
  
  He was co-head of Guideline's division in charge of legal and brand protection research, and has designed surveys and consulted for numerous law firms, agencies, and consumer products companies for over 15 years.
  
  Alex is a recognized expert in the field of trade dress. His work has been cited in various media such as Business Week, Harvard Business Review, Ad Age, BBC Television, Fox News, The Washington Post, Forbes, NPR Morning Edition, and Women's Wear Daily .
  
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  In addition to published articles, Alex is co-author of Marketing Aesthetics , a best-selling executive business book on understanding consumer responses to design, creating strategies for using design in marketing, and testing reactions to trade dress. The book has been translated into 12 languages worldwide. He has published numerous articles in leading marketing, strategic and intellectual property journals such as "How and When Do Trademarks Dilute," "Survey Evidence in False Advertising Cases," "Trademark Surveys," "How to Enhance Trademark Survey Evidence," and "Unfair Advertising and the FTC."
  
  Prior to and during his consulting and research career, for over ten years he was a full-time professor of marketing, with positions at Georgetown University School of Business and at Seton Hall University School of Business. He has taught and developed courses on marketing research, corporate brand strategy, building strong brands to MBAs, executives and undergraduates. Alex has been an invited speaker on communications testing and claims substantiation testing to companies such as Bayer, Kraft and American Home Products; on measuring dilution in 2003 for the American Marketing Association; on consumer behavior related to trademarks in 2002 for the International Trademark Association ; on survey design at the 2000 for the Practising Law Institute; and on brand strategy and protection at Columbia Business School, The Conference Board and other companies. He has also been a consultant to a variety of organizations including the Federal Trade Commission on survey design for deceptive advertising.
  
  He is a member of the Editorial Board of The Trademark Reporter and the Journal of Public Policy and Marketing, an academic refereed journal published by the American Marketing Association. He has been Co-Chair and Chair of various conferences on false advertising surveys, and marketing and public policy.
  
  Alex Simonson was born in New York in 1962 and currently resides in New Jersey with his son.

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  www.simonsonassociates.com/Credentials.htm - [Cached Version]
  Published on: 5/7/2006    Last Visited: 4/17/2007  

  Alex Simonson, President, holds a Ph.D. in marketing, with distinction, from Columbia Business School, Columbia University, a J.D. from New York University School of Law, and an A.B., magna cum laude, from Columbia College, Columbia University.
  
  Dr. Simonson was co-head of Guideline Research Corporation's division in charge of brand equity and protection research, and has designed surveys and consulted for numerous law firms, agencies, and consumer products companies for the past 15 years.His work has been cited in various media such as Business Week, Harvard Business Review, Ad Age, BBC Television, Fox News, The Washington Post, Forbes, NPR Morning Edition, and Women's Wear Daily.
  
  He is co-author of Marketing Aesthetics, a best-selling book on branding and trade dress, as of this date translated into 12 languages worldwide.He has published articles in leading marketing, strategic and intellectual property journals such as "How and When Do Trademarks Dilute," "Survey Evidence in False Advertising Cases," "Trademark Surveys," "How to Enhance Trademark Survey Evidence," and "Unfair Advertising and the FTC."
  
  Dr. Simonson has been a full-time marketing professor at Georgetown University School of Business and recently Associate Professor of Marketing at Seton Hall University School of Business.He has taught and developed courses on corporate brand strategy, building strong brands and marketing research to MBAs, executives and undergraduates.He has been an invited speaker on claims substantiation testing to companies such as Bayer, Kraft and American Home Products; on measuring dilution in 2003 for the American Marketing Association; on consumer behavior related to trademarks in 2002 for the International Trademark Association; on survey design at the 2000 for the Practising Law Institute; and on brand strategy and protection at Columbia Business School, The Conference Board and other companies.He has been a consultant to a variety of organizations including the Federal Trade Commission on survey design for deceptive advertising.
  
  Dr. Simonson is a member of the Editorial Board of The Trademark Reporter and the Journal of Public Policy and Marketing, an academic refereed journal published by the American Marketing Association.He has been Co-Chair and Chair of various conferences on false advertising surveys, and marketing and public policy.

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  www.simonsonassociates.com/experience_brands.htm - [Cached Version]
  Published on: 5/7/2006    Last Visited: 4/17/2007  

  Alex Simonson is a best-selling author of a book on branding and is author of numerous articles on brand identity management and protection strategies (see publications).
  
  He worked as a consultant for IBDC, a management-consulting firm, and regularly consults and conducts research on brand equity and identity management.His work on managerial ways to protect brands and to avoid litigation has been cited and discussed by the Harvard Business Review.
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  Dr. Simonson is called upon to provide consulting and research regarding brand strategy.He conducts various kinds of brand studies in determining strategies.
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  Some recent examples of branding work conducted by Dr. Simonson include:

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  www.simonsonassociates.com/foyer_bottom.htm - [Cached Version]
  Published on: 5/7/2006    Last Visited: 1/24/2008  

  Harvard Business Review, citing work of Alex Simonson, Ph.D.
  
  Dr. Simonson is named "brand building guru" in

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  www.simonsonassociates.com/welcome_from.htm - [Cached Version]
  Published on: 5/7/2006    Last Visited: 4/17/2007  

  Alex Simonson, Ph.D., J.D.

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  1998 ACR Conference Program - [Cached Version]
  Published on: 5/8/2001    Last Visited: 9/8/2004  

  Chair: Alex Simonson (Georgetown University)

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  American Association for Public Opinion Research... - [Cached Version]
  Published on: 11/18/2001    Last Visited: 9/23/2003  

  On January 23, Alex Simonson of Simonson Associates

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  CNFj.html - [Cached Version]
  Published on: 6/13/2001    Last Visited: 4/7/2003  

  In addition to the keynote address, Alex Simonson of Seton Hall University and Herb Rotfeld of Auburn organized a special session on advertising self-regulation.

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