"22. [...] a damages approach that is a simplistic lost sales analysis is not rational under the circumstances, and a different approach is needed to appropriately measure loss.
23. The Claimants’ damages expert has employed commonly accepted methodologies to measure the impairment to the value of the BRIDGESTONE and FIRESTONE marks. However, because the impact of a judicial decision on trademark value is to be assessed, impairment to the trademarks must be viewed from the perspective of persons who would find a judicial decision to be economically impactful - specifically, the perspective of a potential acquirer of or investor in the trademark rights. [...]"
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