Trademark families: characteristics and market values

Joern Block, C Fisch, P Sandner

Research output: Contribution to journalArticleAcademicpeer-review

19 Citations (Scopus)

Abstract

Research shows that financial markets value trademarks. Often, a firm’s trademarks can be decomposed into groups of related trademarks (trademark families). This study identifies different types of trademark families and analyzes their respective effects on the market values of large, publicly listed firms. The results show that financial markets value only those trademarks that develop existing brands, while they do not value the creation of new trademarks. The implications of the results for corporate intellectual property and brand management are discussed.
Original languageEnglish
Pages (from-to)150-170
Number of pages21
JournalJournal of Brand Management
Volume21
Issue number2
DOIs
Publication statusPublished - 2014

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