New approach puts brain scans on the witness stand in trademark disputes

Imagine you’re browsing the toothpaste aisle and see next to Colgate a new brand called Colddate, packaged in a box with similar colors and designs. “You might think this is clearly a copycat brand,” said Ming Hsu, William Halford Jr. Family Chair in Marketing at the Haas School of Business, UC Berkeley. 

Source: Berkeley Haas Newsroom 
https://newsroom.haas.berkeley.edu/research/new-approach-puts-brain-scans-on-the-witness-stand-in-trademark-disputes/