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

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  • Sullivan, M.
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    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.

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    Bibliographic Info

    Paper provided by U.S. Department of Justice - Antitrust Division in its series Papers with number 01-2.

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    Length: 29 pages
    Date of creation: 2001
    Date of revision:
    Handle: RePEc:fth:usjuat:01-2

    Contact details of provider:
    Postal: U.S. DEPARTMENT OF JUSTICE; ANTITRUST DIVISION, JUDICIARY CENTER BUILDING 555 4TH ST. N.W. WASHINGTON D.C. 20001 U.S.A..
    Email:
    Web page: http://www.justice.gov/atr/
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    Related research

    Keywords: TRADEMARKS ; BRAND ; PRODUCTS ; PROPERTY RIGHTS;

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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, vol. 141(1), pages 79-103, April.

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