Simonson Associates specializes in brand protection research in the following areas:

  • Trademark and trade dress infringement surveys
  • Secondary meaning surveys
  • Genericness surveys
  • Dilution surveys
  • Tarnishment surveys
  • Advertising perception surveys
  • Brand equity and identity research
  • Brand name research
  • Copyright and design patent infringement surveys




Dr. Alex Simonson


Dr. Alex Simonson holds a Ph.D. in marketing, with distinction, from Columbia Business School (this is the highest/terminal educational degree in marketing research). He has over 25 years’ experience in research relating to brand protection and forensics and has testified nearly 100 times. In addition to having been a full-time professor of marketing for over a decade both at the Georgetown University McDonough School of Business and more recently at Seton Hall University School of Business, Dr. Simonson has lectured on marketing and brand research to executives at the McDonough School of Business, Helsinki Institute of Technology, and various Fortune 100 companies. His work has been cited by several textbooks, articles, trade publications, and books.


Columbia University (Columbia College)
B.A., magna cum laude, 1984

Columbia University Graduate School of Business
Ph.D. in Marketing, with distinction, 1994

NYU School of Law
J.D., 1987