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Trademarks as an Indicator of Product and Marketing Innovations

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Author Info
Valentine Millot
Abstract

Non-technological innovation is a major factor of competitiveness and productivity growth in the economy, notably in the service industries. However, the measurement of non-technological innovation and of innovation in the service industries is currently very poor, as traditional data sources like R&D or patents do not apply to these types of innovations. This document presents a strong candidate for quantifying non-technological innovation: trademark data. Trademarks constitute a rich and easily accessible source of data. Besides, several studies have shown that they are highly correlated with various innovation variables (patents, share of innovative sales). Lastly, trademarks have a large perimeter of application; they are present in almost every sector of the economy. Trademark data are then likely to convey information on two key (overlapping) aspects of innovation that are not well covered by traditional indicators: innovation in the service sectors and marketing innovation. This paper aims at presenting trademarks, their potential link with innovations and their main statistical properties, to see if they may actually serve as an innovation indicator.

Les marques comme indicateur d’innovations de produit et de commercialisation
L’innovation non technologique est un facteur majeur de croissance et de compétitivité, notamment dans les industries de services. Néanmoins, la mesure de l’innovation non technologique et de l’innovation dans les services est à l’heure actuelle très insuffisante, les indicateurs traditionnels tels que les dépenses de R&D ou les brevets ne s’appliquant pas à ce type d’innovation. Ce document présente un candidat de poids pour quantifier l’innovation non-technologique: les données de marques. Les marques constituent une source de données riche et facilement accessible. Par ailleurs, plusieurs études ont montré une forte corrélation entre les marques et différentes variables d’innovation (brevets, part de ventes liées à l’activité innovante). De plus, le périmètre d’application des marques est très étendu, elles sont présentes presque dans tous les secteurs de l’économie. Les marques sont ainsi susceptibles de fournir de l’information sur deux aspects importants de l’innovation (se superposant en partie) que les indicateurs traditionnels couvrent mal: les innovations dans les services et les innovations de commercialisation. Ce document vise à présenter les marques, leur lien potentiel avec l’innovation et leurs principales propriétés statistiques, de manière à déterminer si elles peuvent effectivement servir d’indicateur d’innovation.

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Paper provided by OECD, Directorate for Science, Technology and Industry in its series OECD Science, Technology and Industry Working Papers with number 2009/6.

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Date of creation: 08 Apr 2009
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Handle: RePEc:oec:stiaaa:2009/6-en

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