Reference : Trademark families: characteristics and market values
Scientific journals : Article
Business & economic sciences : Strategy & innovation
Entrepreneurship and Innovation / Audit
http://hdl.handle.net/10993/50142
Trademark families: characteristics and market values
English
Block, Jörn []
Fisch, Christian mailto []
Sandner, Philipp []
2014
Journal of Brand Management
Palgrave Macmillan
21
1
150-170
Yes (verified by ORBilu)
1350-231X
1479-1803
United Kingdom
[en] Trademarks ; trademark families ; firm valuation ; Tobin's q ; brand management
[en] 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.
http://hdl.handle.net/10993/50142
10.1057/bm.2013.27

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