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Which Reputations Does a Brand Owner Need? Evidence from Trade Mark Opposition

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Author Info
Georg von Graevenitz (Georg von Graevenitz, graevenitz@bwl.uni-muenchen.de, INNO-tec, Munich School of Management, Kaulbachstraße 45, D 80539,Munich.)

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Abstract

At least two: the reputation of their brand and a reputation for being tough on imitators of this brand. Sustaining a brand requires both investment in its reputation amongst consumers and the defence of the brand against followers that infringe upon it. I study the defence of trade marks through opposition at a trade mark office. A structural model of opposition and adjudication of trade mark disputes is presented. This is applied to trade mark opposition in Europe. Results show that brand owners can benefit from a reputation for tough opposition to trade mark applications. Such a reputation induces applicants to settle trade mark opposition cases more readily.

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Publisher Info
Paper provided by SFB/TR 15 Governance and the Efficiency of Economic Systems, Free University of Berlin, Humboldt University of Berlin, University of Bonn, University of Mannheim, University of Munich in its series Discussion Papers with number 215.

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Date of creation: Jul 2007
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Handle: RePEc:trf:wpaper:215

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Related research
Keywords: trade marks; opposition; intellectual property rights; reputation;

Other versions of this item:

Find related papers by JEL classification:
K41 - Law and Economics - - Legal Procedure, the Legal System, and Illegal Behavior - - - Litigation Process
L00 - Industrial Organization - - General - - - General
O31 - Economic Development, Technological Change, and Growth - - Technological Change - - - Innovation and Invention: Processes and Incentives
O34 - Economic Development, Technological Change, and Growth - - Technological Change - - - Intellectual Property Rights

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    Other versions:
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