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Brand Reallocation and Market Concentration

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Abstract

We study the interaction of customer capital and productivity through brand reallocation across firms. We develop a firm dynamics model with brands as transferable customer capital, heterogeneous firm productivity, and variable markups. We study the matching process between transferable brand capital and core productivity, which can be inefficient with significant welfare implications. We link USPTO trademark data with Nielsen sales data to study the prevalence of brand reallocation and the response of sales and prices to reallocation. Quantitatively, brand reallocation reduces welfare. Optimal policies deviate substantially from the literature due to the complementarity between brand capital and productivity.

Suggested Citation

  • Jeremy Pearce & Liangjie Wu, 2024. "Brand Reallocation and Market Concentration," Staff Reports 1116, Federal Reserve Bank of New York.
    • Handle: RePEc:fip:fednsr:98772
    DOI: 10.59576/sr.1116
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    References listed on IDEAS

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    1. Schmalensee, Richard, 1978. "A Model of Advertising and Product Quality," Journal of Political Economy, University of Chicago Press, vol. 86(3), pages 485-503, June.
    2. Stegeman, Mark, 1991. "Advertising in Competitive Markets," American Economic Review, American Economic Association, vol. 81(1), pages 210-223, March.
    3. Stéphane Bonhomme & Thibaut Lamadon & Elena Manresa, 2019. "A Distributional Framework for Matched Employer Employee Data," Econometrica, Econometric Society, vol. 87(3), pages 699-739, May.
    4. Nicolas Crouzet & Janice C. Eberly, 2019. "Understanding Weak Capital Investment: the Role of Market Concentration and Intangibles," NBER Working Papers 25869, National Bureau of Economic Research, Inc.
    5. Emin M. Dinlersoz & Nathan Goldschlag & Amanda Myers & Nikolas Zolas, 2018. "An Anatomy of US Firms Seeking Trademark Registration," NBER Chapters, in: Measuring and Accounting for Innovation in the Twenty-First Century, pages 183-228, National Bureau of Economic Research, Inc.
    6. Jan De Loecker & Jan Eeckhout & Gabriel Unger, 2020. "The Rise of Market Power and the Macroeconomic Implications [“Econometric Tools for Analyzing Market Outcomes”]," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 135(2), pages 561-644.
    7. Carl Shapiro, 1983. "Premiums for High Quality Products as Returns to Reputations," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 98(4), pages 659-679.
    8. Ufuk Akcigit & Sina T. Ates, 2021. "Ten Facts on Declining Business Dynamism and Lessons from Endogenous Growth Theory," American Economic Journal: Macroeconomics, American Economic Association, vol. 13(1), pages 257-298, January.
    9. Christian Broda & David E. Weinstein, 2006. "Globalization and the Gains From Variety," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 121(2), pages 541-585.
    10. Hassan Afrouzi & Andres Drenik & Ryan Kim, 2023. "Concentration, Market Power, and Misallocation: The Role of Endogenous Customer Acquisition," NBER Working Papers 31415, National Bureau of Economic Research, Inc.
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    Cited by:

    1. Jaime Arellano-Bover & Carolina Bussotti & Matteo Paradisi & Liangjie Wu, 2026. "The Labor Demand Implications of Brand Capital: Evidence from Trademark Transactions," RFBerlin Discussion Paper Series 26079, ROCKWOOL Foundation Berlin (RFBerlin).

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    Keywords

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    JEL classification:

    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O34 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Intellectual Property and Intellectual Capital
    • O41 - Economic Development, Innovation, Technological Change, and Growth - - Economic Growth and Aggregate Productivity - - - One, Two, and Multisector Growth Models
    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection
    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure

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