Valuing Intangibles: Ranking Brands, Measuring Trade Mark Use

评估无形资产：品牌排名、衡量商标使用情况

• 批准号: ES/K007807/1
• 负责人: Morten Hviid
• 金额: $ 12.67万
• 依托单位: University of East Anglia
• 依托单位国家: 英国
• 项目类别: Research Grant
• 财政年份: 2013
• 资助国家: 英国
• 起止时间: 2013 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=ES%2FK007807%2F1
• 关键词: Valuing; Intangibles; Ranking; Brands; Measuring

Brands are names, phrases, symbols or designs that identify particular products and they are almost always protected by trade marks. These entitle trade mark owners to fight copying and unlicensed use of their brands through the courts. This protection of a brand name makes trade mark protection essential for any business dealing with customers at arms length, because personal relationships can no longer protect the reputation of the seller in this case. Data from the trade mark register provides a complete list of existing and potential future brands. Not all trade marks are put to use, so the list of trade marks on the register is longer than the list of brands that are in use at any given time. The questions, whether a particular trade mark has been put to use and how widely it is known, are at the heart of many legal disputes about trade marks. Currently empirical data to answer these questions are collected through surveys, which can be quite costly.The aim of this project is to improve the measurement of brand value and the measurement of trade mark use by combining data obtained from trade mark registers and data from Google's search products (Google Search, Google Trends and Google Insights for Search). Using these measures we will analyze and compare brand value and trade mark use in the United Kingdom and in Chile. While the United Kingdom has been and is the source of many brands with worldwide success, brands in Chile are more concentrated on the national or regional markets. Nonetheless brand names are of enormous importance to economic activity in Chile. The project will be the first to show how trade mark protection shapes economic activity in such a fast developing economy.An important limitation of trade mark register data is a dearth of variables, which are correlated with the value of brands or the use of trade marks. Data from Google Search, Google Trends and Google Insights for Search can be used to remedy these problems. By counting the number of websites a brand name appears on using Google Search, or the number of times that that name is searched for by consumers using Google Trends or Insights for Search, value and use correlates can be obtained. We refer to these as Google citations. Such citations can provide a ranking of the importance of brands, can show that a given trade marks is being used and how widely the brand is known.In using these data two important challenges must be overcome: heterogeneity of Google citations and attempts to manipulate the measures obtained. Both challenges will be addressed in the project. Google citations are heterogeneous because a citation on one website or a search for the mark at a given time may reflect positive interest while another citation or a search at another time may reflect negative interest in a brand. Aggregating the two would be misleading. We intend to resolve these problems by using information from Google Trends that contains news about a particular search term at different times. These news items can be turned into information about the quality of a search or web pages with the help of sentiment analysis. Attempts to manipulate Google's rankings of websites though the PageRank link analysis algorithm are legion. At present attempts to manipulate data on Google's other services are not known to us, but they could arise. We will consider ways of limiting the search terms we employ in order to obtain consistent measures of value from Google's search products.

品牌是识别特定产品的名称、短语、符号或设计，它们几乎总是受到商标的保护。这些规定使商标所有人有权通过法院打击对其商标的复制和未经许可的使用。这种对品牌名称的保护使得商标保护对于任何与客户保持一定距离的企业来说都是必不可少的，因为在这种情况下，个人关系不再能保护卖方的声誉。来自商标注册的数据提供了现有和潜在未来品牌的完整列表。并不是所有的商标都会被使用，所以注册表上的商标列表比任何时候使用的品牌列表都要长。一个特定的商标是否已经被使用，以及它的知名度如何，这些问题是许多关于商标的法律的争议的核心。目前，回答这些问题的经验数据是通过调查收集的，这可能是相当昂贵的。本项目的目的是通过结合商标注册数据和谷歌搜索产品（谷歌搜索，谷歌趋势和谷歌搜索洞察）的数据，改进品牌价值的衡量和商标使用的衡量。使用这些措施，我们将分析和比较在英国和智利的品牌价值和商标使用。虽然英国一直是许多在全球取得成功的品牌的来源，但智利的品牌更多地集中在国家或区域市场。尽管如此，品牌对智利的经济活动至关重要。该项目将首次展示商标保护如何在如此快速发展的经济中塑造经济活动。商标注册数据的一个重要限制是缺乏与品牌价值或商标使用相关的变量。来自Google Search、Google Trends和Google Insights for Search的数据可用于解决这些问题。通过计算使用Google搜索出现品牌名称的网站数量，或者消费者使用Google趋势或搜索洞察搜索该名称的次数，可以获得价值和使用相关性。我们将这些称为Google Citations。这些引用可以提供品牌重要性的排名，可以显示给定商标的使用情况以及品牌的知名度。在使用这些数据时，必须克服两个重要挑战：Google引用的异质性和试图操纵所获得的度量。这两个挑战都将在项目中得到解决。谷歌引文是异质的，因为在一个网站上的引文或在给定时间搜索该商标可能反映出积极的兴趣，而在另一个时间的另一个引文或搜索可能反映出对品牌的负面兴趣。将两者相加会产生误导。我们打算通过使用Google趋势中包含不同时间特定搜索词新闻的信息来解决这些问题。在情感分析的帮助下，这些新闻条目可以转化为关于搜索或网页质量的信息。通过PageRank链接分析算法操纵Google网站排名的尝试不胜枚举。目前，我们还不知道有人试图操纵谷歌其他服务上的数据，但他们可能会出现。我们将考虑限制我们使用的搜索词的方法，以便从Google的搜索产品中获得一致的价值衡量标准。

项目成果

Does Online Search Predict Sales? Evidence from Big Data for Car Markets in Germany and the UK

在线搜索可以预测销售额吗？

• 发表时间: 2016
• 作者: Von Graevenitz, G.