Trademark families: Characteristics and market values
Trademark families: Characteristics and market values
复制标题
DOI：
10.2139/ssrn.1989424
复制
发表时间：
2012-01
影响因子：
4.1
通讯作者：
Joern H. Block;Christian Fisch;Philipp G. Sandner
中科院分区：
文献类型：
--
作者：
Joern H. Block;Christian Fisch;Philipp G. Sandner
研究表明，金融市场重视商标。通常，一个公司的商标可以被分解成一系列相关的商标（商标族）。本研究确定了不同类型的商标族，并分析了它们各自对大型上市公司市场价值的影响。结果表明，金融市场只重视那些发展现有品牌的商标，而不重视新商标的创造。本文还讨论了研究结果对企业知识产权和品牌管理的启示。
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.