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Measuring the Value of Trademark Distinctiveness: Evidence From the Market for Bordeaux Wine

Author

Listed:
  • Christopher Buccafusco
  • Jonathan S. Masur
  • Ryan Whalen

Abstract

The market value of distinctive trademarks is a fundamental assumption of both trademark law and marketing theory. However, there is little empirical evidence underlying this assumption. We examine the relationship between brand dissimilarity and market prices in the context of the Bordeaux wine market. Using a unique dataset covering thousands of wines and their associated prices and professional ratings, we find that brand distinctiveness is related to higher wine prices. We further show that this relationship persists across the wine quality spectrum, with both lower quality and higher quality wines benefiting from dissimilar marks. Finally, we show that while there is a dissimilarity price premium for lower quality wines, producers who invest in higher quality wines are rewarded with an even greater premium for dissimilar names in absolute dollar terms.

Suggested Citation

  • Christopher Buccafusco & Jonathan S. Masur & Ryan Whalen, 2025. "Measuring the Value of Trademark Distinctiveness: Evidence From the Market for Bordeaux Wine," Journal of Empirical Legal Studies, John Wiley & Sons, vol. 22(4), pages 403-413, December.
    • Handle: RePEc:wly:empleg:v:22:y:2025:i:4:p:403-413
    DOI: 10.1111/jels.70002
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    References listed on IDEAS

    as
    1. Jean Marie Cardebat & Florine Livat, 2016. "Wine Experts’ Rating: A Matter of Taste?," Post-Print hal-03895914, HAL.
    2. Dwivedi, Abhishek & Nayeem, Tahmid & Murshed, Feisal, 2018. "Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 100-107.
    3. Marco Costanigro & Jill J. McCluskey & Ron C. Mittelhammer, 2007. "Segmenting the Wine Market Based on Price: Hedonic Regression when Different Prices mean Different Products," Journal of Agricultural Economics, Wiley Blackwell, vol. 58(3), pages 454-466, September.
    4. Buccafusco, Christopher & Masur, Jonathan S. & Whalen, Ryan, 2021. "How Many Latours Is Too Many? Measuring Brand Name Congestion in Bordeaux Wine," Journal of Wine Economics, Cambridge University Press, vol. 16(4), pages 419-428, November.
    5. Michael J. Cooper & Huseyin Gulen & P. Raghavendra Rau, 2005. "Changing Names with Style: Mutual Fund Name Changes and Their Effects on Fund Flows," Journal of Finance, American Finance Association, vol. 60(6), pages 2825-2858, December.
    6. Nasirov, Shukhrat, 2020. "Trademark value indicators: Evidence from the trademark protection lifecycle in the U.S. pharmaceutical industry," Research Policy, Elsevier, vol. 49(4).
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