Evaluating the financial impact of branding using trademarks: A framework and empirical evidence

Volume: 73, Issue: 6, Pages: 154 - 166
Published: Nov 1, 2009
Abstract
Firms spend considerable efforts to build brand awareness and associations among consumers. Yet there is a limited understanding of the financial returns of such investments. In this article, the authors present a framework that uses trademarks as measures of firms' branding efforts. They classify trademarks into two categories—brand-identification trademarks and brand-association trademarks—and propose that they are indicators of firm efforts...
Paper Details
Title
Evaluating the financial impact of branding using trademarks: A framework and empirical evidence
Published Date
Nov 1, 2009
Volume
73
Issue
6
Pages
154 - 166
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