38 However, from an empirical legal research point of view, it has to be
stressed that a standardised deduction of any incorrect attributions
by name often leads to inappropriate results. This is because such
generalised deductiosn assume that respondents always actually
know the respective company / brand name. It is known, however,
that in particular the correct name of the company is often not
relevant in consumer perception. This is because consumers –
depending on the goods in question – are guided more or less by
brand names ; the exact company names behind these may have
only subordinate relevance (…).