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How Many Trademarks Does it Take to Protect a Brand? The Optimal Number of Trademarks, Branding Strategy and Brand Performance

Author

Listed:
  • Sullivan, M.

Abstract

This research addresses the question of how many registered trademarks are optimal to protect a brand. By assigning property rights in brand names, trademarks give firms the ability to protect their brands from free riders. The optimal number of trademarks depends on factors that affect expected infringement losses: the likelihood of infringement times the loss to the brand's owner if infringement occurs.

Suggested Citation

  • Sullivan, M., 2001. "How Many Trademarks Does it Take to Protect a Brand? The Optimal Number of Trademarks, Branding Strategy and Brand Performance," Papers 01-2, U.S. Department of Justice - Antitrust Division.
    • Handle: RePEc:fth:usjuat:01-2
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    Cited by:

    1. Carsten Fink & Beata Smarzynska Javorcik & Mariana Spatareanu, 2005. "Income-Related Biases in International Trade: What Do Trademark Registration Data Tell Us?," Review of World Economics (Weltwirtschaftliches Archiv), Springer;Institut für Weltwirtschaft (Kiel Institute for the World Economy), vol. 141(1), pages 79-103, April.

    More about this item

    Keywords

    TRADEMARKS ; BRAND ; PRODUCTS ; PROPERTY RIGHTS;
    All these keywords.

    JEL classification:

    • K22 - Law and Economics - - Regulation and Business Law - - - Business and Securities Law
    • K11 - Law and Economics - - Basic Areas of Law - - - Property Law

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