How Many Trademarks Does it Take to Protect a Brand? The Optimal Number of Trademarks, Branding Strategy and Brand Performance
This research addresses the question of how many registered trademarks are optimal to protect a brand. By assigning property rights in brand names, trademarks give firms the ability to protect their brands from free riders. The optimal number of trademarks depends on factors that affect expected infringement losses: the likelihood of infringement times the loss to the brand's owner if infringement occurs.
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|Date of creation:||2001|
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