Trademark Families: Characteristics and Market Values

Journal of Brand Management, 21(2), pp. 150-170

36 Pages Posted: 22 Jan 2012 Last revised: 22 Feb 2014

See all articles by Jorn H. Block

Jorn H. Block

University of Trier - Faculty of Management; Erasmus University Rotterdam (EUR) - Institute of Management (ERIM)

Christian Fisch

University of Trier - Faculty of Management; Erasmus University Rotterdam (EUR) - Department of Applied Economics; Erasmus Research Institute of Management (ERIM)

Philipp G. Sandner

Frankfurt School of Finance & Management

Date Written: January 21, 2012

Abstract

Research has shown that financial markets value trademarks. However, most firms’ trade-mark portfolios are not loose agglomerations of intellectual property (IP) rights. Often, a firm’s trademarks can be decomposed into groups of related trademarks (trademark families). This study identifies different types of trademark families and analyzes their respective effects on the market values of large, publicly listed firms. The results show that financial markets value only those trademarks that develop existing brands, while they do not value the creation of new trademarks. The implications of the results for corporate IP and brand management are discussed.

Keywords: trademarks, trademark families, firm valuation, Tobin’s q, brand management

JEL Classification: M31, O34, G10

Suggested Citation

Block, Jorn Hendrich and Fisch, Christian and Sandner, Philipp, Trademark Families: Characteristics and Market Values (January 21, 2012). Journal of Brand Management, 21(2), pp. 150-170, Available at SSRN: https://ssrn.com/abstract=1989424 or http://dx.doi.org/10.2139/ssrn.1989424

Jorn Hendrich Block (Contact Author)

University of Trier - Faculty of Management ( email )

D-54296
Germany

Erasmus University Rotterdam (EUR) - Institute of Management (ERIM) ( email )

Burgemeester Oudlaan 50
3000 DR Rotterdam, Zuid-Holland 3062PA
Netherlands

Christian Fisch

University of Trier - Faculty of Management ( email )

Universitätring 15
Trier, 54296
Germany
0049 651 2013033 (Phone)

HOME PAGE: http://www.unternehmensfuehrung.uni-trier.de

Erasmus University Rotterdam (EUR) - Department of Applied Economics ( email )

Netherlands

Erasmus Research Institute of Management (ERIM) ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands

Philipp Sandner

Frankfurt School of Finance & Management ( email )

Adickesallee 32-34
Frankfurt am Main, 60322
Germany

HOME PAGE: http://www.philipp-sandner.de

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