from the fact that the relevant public understands the relevant sign
as an indication of origin of one specific company/undertaking.
Therefore, « brand » must not be used until respondents have
answered the question on distinctiveness. Because : once a(n)
(additional) stimulus has been set in a certain direction, it is obvious
that respondents will continue to think (also) in this direction in the
sense of « a certain brand = a certain company », which might
distort the results. This shortcoming might have inflated the results,
although the extent cannot be estimated.