IDEAS home Printed from https://ideas.repec.org/h/wsi/wschap/9789812833181_0010.html
   My bibliography  Save this book chapter

A Primer on Trademarks and Trademark Valuation

In: The Transfer And Licensing Of Know-How And Intellectual Property Understanding the Multinational Enterprise in the Modern World

Author

Listed:
  • MICHAELYN CORBETT

    (LECG, LLC, USA)

  • MOHAN RAO

    (LECG, LLC, USA)

  • DAVID J. TEECE

    (LECG, LLC, USA)

Abstract

A trademark is a distinctive word, phrase, name, or symbol that is used in commerce to indicate the source of a good or service and to distinguish it from the goods or services of others. Although trademarks have existed for centuries, they have become of great importance in recent years. In fact, it is hard to imagine key elements of today's global commerce proceeding without trademark protection. Sought-after products around the globe have widely recognized trademarks: Coca-Cola, McDonald's, Sony, Disney, Microsoft, and Apple, to name just a few. Like patents, trademarks can constitute a significant portion of a firm's asset value and, therefore, need to be strategically developed and protected. As recognition of their increasing importance in commerce, damage awards in trademark infringement litigation have reached tens of millions of dollars, with some awards exceeding $100 million. In this chapter, we provide a primer on trademarks and trademark valuation. We discuss the economic principles of licensing and describe some of the commonly used approaches to trademark valuation, particularly in the context of licensing trademarks.

Suggested Citation

  • Michaelyn Corbett & Mohan Rao & David J. Teece, 2008. "A Primer on Trademarks and Trademark Valuation," World Scientific Book Chapters, in: The Transfer And Licensing Of Know-How And Intellectual Property Understanding the Multinational Enterprise in the Modern World, chapter 10, pages 247-262, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789812833181_0010
    as

    Download full text from publisher

    File URL: https://www.worldscientific.com/doi/pdf/10.1142/9789812833181_0010
    Download Restriction: Ebook Access is available upon purchase.
    File URL: https://www.worldscientific.com/doi/abs/10.1142/9789812833181_0010
    Download Restriction: Ebook Access is available upon purchase.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:wschap:9789812833181_0010. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscientific.com/page/worldscibooks .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.